Interviews, insight & analysis on digital media & marketing

Reaching consumers with real-time relevance in the post-cookie world

Being able to deliver personalised and relevant ads is one of the big goals of digital advertising, and something that third-party cookies have enabled advertisers to do over the years. Now that third-party cookies are on their way out, advertisers have concerns about how they can continue to reach consumers in the moment, with content relevancy, without impacting performance or delivery.

Combining Semantic analysis & pre-bid classification

Advanced contextual advertising provides an avenue to continue reaching people with relevant ads, without ever touching their personal data. Nano’s LIIFT™ platform offers this and much more. Through a combination of semantic and sentiment analysis, live intent data such as how a user arrived at a page, location, device etc and performance metrics to enrich the audience targeting mean Nano clients can deliver hyper-relevant campaigns to the right audiences in the right time and the right place.

This non-personal data is all delivered within the pre-bid space giving advertisers the ability to serve their ads against relevant content from beginning to end.

“As Nano’s tech is built to work in the pre-bid space, we can classify page-level content and determine whether to bid towards, or bypass, impressions according to targeting criteria,” explains Nikky Hudson, Programmatic Solutions Director at Nano Interactive.

“We have a three pillar USP of combining intent data, next gen contextual classification and historical performance all at a pre-bid level”. Others haven’t had that capability. Some focus more on the contextual, but don’t offer the performance, because they lack the means to provide the insights.  Others have the tags and the insights, but their post-bid technology impacts on clients’ budgets negatively.”

In the post-bid world, ads are served to pages and trading teams are provided with a list of negative URLs or keywords that didn’t match the content the following day. This, in turn, informs the pre-bid to not serve to those pages again.

“When post-bid verification partners use tags, data is captured after you’ve served the impression to a page on a site,” Hudson continues. “There’s nothing wrong with that, because that information can be used to influence optimisations and targeting only to sites where ads best perform, but budget has already been spent in order to identify that data.”

Hudson estimates that clients moving to Nano’s pre-bid technology benefit from getting back circa 20% of their budget as their bids strictly serve to impressions that matter. But that’s not the only area that Nano is offering efficiencies in.

Retaining control & easy activation

Through its self-serve arm, Nano also provides real-time mid-campaign optimisations. This means that the business can “optimise, or go really granular and remove the relevant pages that aren’t performing as well as others”, according to Hudson.

“And one of Nano’s USPs for mid-campaign optimisation is attention targeting,” says Hudson. “We have the ability to monitor time in view of an ad, and that’s where we’re taking mid-campaign optimisation with a number of our clients.”

Nano’s self-serve offering provides data, optimisations, and post-campaign analysis, but the control remains entirely with the client. This gives trading teams the opportunity to make all the necessary changes to a campaign in line with their client’s KPI’s and brand protocols.

“Since joining, Nano’s Self-Serve offering continues to improve and expand upon its capabilities. We are the technology that helps them to not only remain efficient throughout a campaign, but also be the extension to their team without being overly complicated or inefficient” Hudson concludes.


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