‘Context will play a huge role in the cookieless space’
The transition to a cookieless world has changed how brands target consumers. Hitesh Chawla, Founder & CEO, SilverPush says, “First-party data and context will always play a huge role. Brands will want to create more first-party data which they can utilise to show ads. The second is context which will be a substitute for cookies because context helps in placing the ads better. As you know the content consumption of your audience, you target the content consumption behaviour combined with the first-party data. Context will play a huge role in the cookieless space.” With brands spending a significant part of their ad-spends on video content and video ads, Chawla reiterates that Silverpush aids brands in better ad placement. He says, “We use AI to detect the context where the ad will be shown. With millions of videos uploaded everyday on YouTube, which are the videos where ads will be placed in and what are the channels relevant to the brands. So connecting their video investments with better placements improve the RoI of the brands.”
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However, there have been instances when a brand ad has been placed in videos that can be seen to be negative to the brand. In this case, Chawla says while keywords and semantic analysis play a role, the biggest challenge is video. He says, “You don’t know what is there in the content or video just by looking at the title or keywords. AI plays a key role by using visual AI where content can be analysed and detect the elements in the video and brand unsafe elements in the video and ensuring the ad doesn’t get placed there.”
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Commenting on the do’s and don’ts he says, “The biggest guideline we have to ensure is the creative side of it. The second is the right placements, one is for the brand, someone drinking coffee in a video may be a relevant placement for a brand like Starbucks. Ensuring nothing is brand unsuitable.” He continues, “Post this, optimisation comes in – what’s working, which creative is performing, which CTA button or tagline is performing and optimising it for better outcomes.”
Tags : Silverpush Hitesh Chawla Cannes Lions