The Internet was developed for decades based on third-party cookies. Until then if you went on any website, a third party provider could place cookies on your browser to track your navigation from one site to another following your visit. It offered incredible possibilities of tracking with models pushed to the extreme and cappings (limits of display of an ad for the same Internet user) not always well respected. With the end of third-party cookies already effective on Safari and Firefox, Google Chrome scheduled for the end of 2023, all of this will then be impossible. “Without third-party cookies we will not be able to track an internet user from a website to another. It indicates a change of paradigme in the activation of campaigns, and in their measurement” specifies Myrima Chikli. “ With this new system, the advertisers will have to focus on customer knowledge, through the use of insight and market research.”

Learn about the internet user by the content viewed

In a world without third-party cookies, alternative solutions exist to discover the interests of an internet user and offer him targeted publicity. The contextual targeting and the semantic contextual targeting are two solutions that allow targeting an internet user in a more precise way. The first solution allows us to discover the interest of the user by the theme of the page he’s consulting (for example energy). The second allows an analysis more precisely, on the context of the content of the webpage (what energy are we talking of ? solar, electric, etc.) “At Weborama, specialized in the semantic contextual targeting, we go very far in our pages analysis, we do not track the internet user” explains Myrima Chikli. “Our semantic contextual targeting solution is also an answer for consentless inventory, when the user refuses to accept cookies when visiting a site for the first time. This increased from 16% to 30% between March and December 2021”..

Thanks to semantic contextual targeting, offer more coherent content with the needs of the internet user

Before, a campaign using third-party cookies posted a recurring publicity to an internet user, based on his last website consultations. This advertisement would appear on different websites, even, after the acquisition of the needed product, that could appear as deceiving for the user. With the end of third-party cookies that will take place in 2023 on Chrome, the web user will not be tracked again, explains Mykim Chikli. New tools like the semantic AI, offered by Weborama, analyze the content of the page. Marketing campaigns will only appear on pages linked with the searched product. “If I have an interest in a garden table, and that the website of targeted by my campaign has a garden table to sell, then the campaign will be activated but only on the pages linked with the object, like a web page linked on your house exteriors or your house furniture” continues the general director of Weborama. The semantic contextual targeting also allows to offer complimentary content to the user. If he consults an automobile website, he can have some information on hybride cars or content on the ecological bonus, solutions to change his old car. “There again there is no tracking” specifies Mykim Chikli. “Once the user has quit the website, the campaign will not further be visible. However, if he makes further research on the government bonus we will be able to target him more precisely in his next visit.”

Well-prepared advertisers …

If Google has postponed the suppression of third-party cookies for a year in its navigator, the web giant is no less prepared for this digital revolution. It organize in several months the Privacy Sandbox, which goal is to develop tracking systems more respectful of our private life. Weborama, as many web actors, participate in this program and see that advertisers are particularly well informed on the end of the third-party cookies. "Not everyone is aware, however, of the end of universal IDs, which make it possible to track the Internet user through the sites he visits and the devices he uses, via his email address," notes Mykim Chikli.

… And less intrusive content

With the goal to offer less intrusive advertising content to Internet users, Weborama is developing innovative content tools, thanks to the acquisition of the company AdWays. InVideo, the name of this new format, analyzes a video stream to offer advertising to the Internet user at the most opportune moments. InVideo shows itself most appropriately in numerous live videos, specially on sport events. When the users watch Roland-Garros for example, they don’t wish to have pre-roll or mid-roll during a decisive point. “With InVideo, we analyze the player, we look at the context, and we post advertisements around without interrupting the match. It’s like having banners around the tennis court!” explains Mykim Chikli. The internet user is then free to click on the banner, interrupt the match and then go back. A way for Weborama to be more respectful of the users’ choices and their private life, and still offer innovative formats boosting the performances of their campaigns.