Third-party cookies are nearly obsolete. Most browsers, including Chrome, are removing support for the data-capture function by the end of this year. That means the days of programmatic ads targeting users simply based on their browsing history are over.
Despite this shift, modern ad tech has become much more sophisticated in providing actionable user data. It’s just largely only accessible directly on the platforms where users have opted in to provide that data (think Google, Meta, and LinkedIn).
Building proactive campaigns, then, involves three fundamental steps.
1. Know Who Your Customers Are: Ad networks already have sophisticated demographic profiles–from age, gender, income bracket, and interests. But you can only take advantage of that data by building your own customer personas–deeply understanding who your potential clients are and why they want to purchase from you.
2. Know How Your Customers Behave: What social networks does your audience use? What time do they most frequently browse? What industry publications do they visit? Programmatic networks now offer mature, effective B2B marketing options. To leverage them, though, you need to understand where, when, and how your target leads behave online.
3. Speak Their Language: Ultimately, the content you serve is what drives action. In the world of targeted advertising, building the perfect campaign requires constant testing and refining. Ensure you’re serving multiple versions of every campaign, then monitor the results. The good news? GenAI is becoming a powerful tool for building flexible, optimized campaigns in real time.