Dynamic ads targeting a woman wide

The phasing out of third party cookies means advertisers can no longer be as specific when personalising ads. Therefore, suppliers and tech giants have looked to create alternate solutions. This has led to the rise of dynamic ads which can tailor ads in real time. This article will tell you everything you need to know about dynamic ads and how they could be the solution to targeting ads in a post cookie world.

Consent is in, and cookies are out

Growing concerns around privacy and data has led to the fading out of cookies. This means that advertisers can no longer automatically track a user’s behaviour. Instead, users have to give their explicit consent to being tracked, for example by agreeing to the use of cookies, which hands the power back to the individual.

Advertisers previously used cookies to personalise ads based on the insights gathered. Without this data they can no longer be so specific with targeting, or if they can, this can’t be done at scale. Therefore, brands are going to have to look for alternative ways to create meaningful and targeted campaigns in a cookie-less world.

There are a number of new products that advertisers can use to create relevant campaigns in the era of consent:

  • Meta’s Advantage+ Shopping Campaigns – A new AI tool that helps advertisers to create relevant campaigns. It automatically generates ads based on a number of creative combinations, which can then be displayed to different users. Advertisers can then see what ads work and which don’t in order to use their ad spend more effectively. As a result, the ads are still relatively personalised as the AI tool matches the creative to the individual based on what resonates with them, rather than one standard creative for every person.
  • Google’s Performance Max – Advertisers now have access to all of Google’s platforms in one central place. Instead of choosing where to advertise based on platform, such as choosing YouTube for reach, you can plan based on audience or goals. Its machine learning capabilities can also optimise campaigns to help improve relevancy, scale your campaign and drive more conversions.
  • Dynamic Creative Optimization – DCO allows advertisers to optimise ad creatives in real time. Users are served different creatives that have been tailored to them in some way. Therefore, it’s a great alternative to the use of cookies because users are still being served a relatively personalised ad, but without the need of vast user data to be collected.

Are dynamic ads the solution to targeting ads effectively with the cookie ban looming?

With 71% of consumers preferring ads that are tailored to their interests and shopping habits, it’s clear that personalisation is still very important to success. However, the impending cookie ban means that advertisers have to look for another way to provide users with the tailored experience they like, whilst adhering to their desire for consent.

Dynamic ads could be the solution. They use first party data gathered from multiple sources including the browser, device and location, to understand user behaviour. This data is then used to personalise the ad experience, for example by targeting shoppers with promotions based on previous purchases, or changing ad copy to better match user searchers. This can lead to a greater conversion or click through rate because you are tailoring ads to the individual based on their specific interests. Dynamic ads also allow advertisers to scale without compromising on relevancy, which was one major concern of the dissolving of cookies.

For more information on dynamic ads and how they can help your business contact our team today.

To learn more about what a post-cookie world could mean for you, read our other article on Looking Beyond Cookies here.

Oli Williams - Biddable Strategy Lead

Author: Oli Williams - Biddable Strategy Lead

In his role as Biddable Strategy Lead Oli uses insights and technology to develop innovative campaigns that drive results for our clients whilst also developing Total Media's digital products. Outside of work he can be found attending gigs, running or riding the emotional rollercoaster of being a Manchester United fan.