Is contextual geotargeting the alternative to cookie targeting?

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When many users use the Cookies on various pages, then this will of course have a negative impact on your cookie targeting. The Target groups from Cookies are no longer as representative as they were a few years ago.. This presents you with a difficult dilemma: How can you provide users with relevant ads without using personal data? The key here for you could be contextual targeting, which uses a variety of triggers to display relevant ads.

One of these triggers is for the Digital out-of-home advertising (DOOH) for mobile devices on the location, for example. One speaks here of contextual geotargeting. Why this is not only relevant for Local Heroes, but has what it takes to modernize your mobile advertising, we'll tell you in this guide.

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Contextual geotargeting vs. cookie targeting

With geotargeting, you can find the perfect match even without cookies (Source:

Cookies were long considered the panacea in online marketing in terms of personalized advertising. The Cookies were able to track the behavior of users across several pages and use certain thresholds to estimate what impetus in the form of targeted ads they still need. The behavior is evaluated anonymously here and the advertising is switched via retargeting.

The advantage for users is that they can at any time the advertising see that actually interests them - across browsers, platforms, and devices. But trust in Facebook and the like has been shaken, and not just since the Cambridge Analytica scandal. More and more people are asking themselves what data is being collected from them in the first place, and websites have long had to ask for consent if they still rely on classic cookie targeting. Even if you are still primarily using Cookies work, precise analytical statements can now only be made about the visitors who have Cookies have not deactivated. This frustrates marketers, of course, because with lack of analysis also diminishes relevance, quality and RoI of ads.

Contextual geotargeting does it a little differently and comes completely without the data of individual users off. Contextual targeting in itself is also nothing new; it places certain ads in certain environments. An ad for breakfast cereal has less wastage in the morning than in the evening, so this form of contextual targeting is actually tried and tested.
What the Berlin-based company Adsquare but has made and wants to make out of it is anything but old iron.

This is how Adsquare envisions the future of advertising

Regular geotargeting works with comparatively inaccurate data sets and is thus no substitute for digital cookie targeting. As a rule, geotargeting is even quite simply conceived: If potential customers are sitting in their car on the A1, they should see billboards for rest stops.

It gets more interesting when we include digital screens in this form of geotargeting. Then, for example, downtown businesses can draw a fence of movable billboards with current offers around their own store. This Mix of geotargeting and digital signage allows more flexibility and works together with various players. Screens at fixed locations and mobile screens (for example in cabs) can be controlled based on their GPS data and show contextually relevant advertising.

Now connects Adsquare but these and other separately collected data into an overview designed to send targeted advertising to mobile devices. Contextual geotargeting like Adsquare It uses movement and location data together with target group data and can therefore be used like cookie targeting, except that users have to enter their Cookies collect data in real life, so to speak. And this doesn't even require the collection of personal data.

Contextual geotargeting, for example, can use demographic targeting to predict the presence of a target audience at a location X, allowing advertisers to send demographic targeting to mobile devices without having to Cookies with the users. Unlike mere tracking at the zip code level, this allows targeted campaigns to be launched, for example.

For example, the block between a gym and a high school might be frequented primarily by teenagers in the morning hours, but their radius reduces when classes begin. Afterwards, it is seniors who work out in the gym in the morning in peace and are replaced at lunchtime by mostly female exercisers with higher incomes before the working men and women exercise after work.

The whole thing works in the same way as target groups in social networks or classic cookie targeting. The tests were primarily carried out with outdoor advertising; the connection of mobile devices is still to come and offers interesting prospects both for stationary retail and for digital companies.

How contextual geotargeting will look in practice

In order to ensure the best possible deployment with the least possible wastage, contextual geotargeting relies on a variety of technologies:

Proximity Targeting - location-based data is used here, such as points of interest or stores. This can be combined with other data, for example. Weather data, for example, provides the basis for the assumption that sunny weather sends users to the beer garden, soccer fans are more likely to be on the train to the stadium at midday on Saturday, etc.

Audience Targeting - as before, contextual geotargeting also relies on digital target group definitions, for example, based on their app usage behavior.

Real Time Footfall Management - this analysis can show the behavior of groups of people in real time, allowing advertisers to optimize their campaigns in real time.

Post Campaign Footfall Management - this analysis, on the other hand, comes into play after a campaign and shows flows and behavior after a campaign has expired in order to optimize advertising effectiveness for future campaigns.

Advertise when and where your customers are

With the dwindling importance of Cookies an era is coming to an end. However, this does not mean that you have to do without personalized advertising, you just have to Find more elegant ways to reach your target audience.

For the latest information on online marketing, you can also subscribe to our newsletter or contact us directly if your company needs support. Because whether contextual targeting, yet classic Cookies or automated ads on Google or Facebook - we are happy to provide you with our expertise.

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Ultimately, you should no longer think of digital campaigns solely in terms of cookie targeting, but explore new possibilities. Marketing is not only becoming more digital, but also more mobile. Approaches such as DOOH and contextual geotargeting have a future perspective precisely where advertisers can no longer rely exclusively on cookies.



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