The deprecation of third-party cookies for digital advertising has been a hot topic in the industry for many years. Third-party cookies have long been used by advertisers to track users across different websites and target them with personalized ads. However, with increasing concerns about privacy and data security, major browsers including Safari and Firefox have already deprecated third-party-cookies, with Google joining the brigade early this year, with plans to complete the task by the second half of 2024.

This shift has significant implications for digital advertisers, who must find new ways to target and reach their audiences.  One alternative that has been gaining traction is contextual advertising.

Contextual advertising involves placing ads on websites that are contextually relevant to the content being viewed by the user.  For example, a pet food brand might place ads on a YouTube video teaching you how to potty train your dog.

There are several benefits to utilizing contextual advertising. Let’s explore my top four benefits:

  • Privacy-Friendly: Contextual does not rely on tracking individual users across the web. This default setting can help build trust with consumers who are increasingly concerned about their online privacy.
  • Increased Engagement: Contextual advertising is more effective in reaching engaged audiences, as ads are placed in relevant contexts where users are more likely to pay attention and increase campaign performance.
  • The Right Audience & New Audiences: Contextual will target ads based on the content being viewed rather than user data, allowing advertisers to tap into new markets and demographics that they may not have reached with traditional targeting methods.
  • Mindset: For this one, let me tell you about a real-life example. Over the weekend, I was looking at some accessories for my Solo Stove for an upcoming camping trip. I didn’t buy, and today I was on a parenting website because my child has a rash, and I was served a Solo Stove Ad.  My mindset was focused on taking care of my child, therefore I didn’t engage with the ad.  Had I been served the ad while browsing outdoor and hiking content, my mindset would have encouraged me to convert.

In conclusion, while the deprecation of third-party cookies presents challenges for digital advertisers, the shift toward contextual advertising offers a promising alternative. By focusing on contextually relevant placements and respecting user privacy, advertisers can reach their target audiences, uncover new audiences, and increase ROI.

Reach out to to learn about 4D contextual solutions for Display, YouTube, OLV, CTV, and Mobile In-App.