the future of addressable audiences: the new contextual

The Future of Addressable Audiences: The New Contextual

Advertising Playbook

RJ Pauloski, Managing Director

Teads CanadaMay 2021

inReadPremium Publishers StudioPrediction AI Audiences

Teads is The Global Media Platform

Our ads live on the

digital pages of the

world’s best

publishers,

reaching 1.8 billion

consumers monthly

within premium

content

Our groundbreaking

inRead format lives

in heart of editorial

content, designed for

maximum attention &

viewability

Machine learning +

predictive AI

technology optimize

campaigns to deliver

to the audiences

most likely to engage

Our advanced

targeting

capabilities span

from curated

audiences to

contextual

targeting with

semantic analysis

Teads Studio, our in-

house creative

team, transforms

assets to drive

results in the

digital

environment

Teads delivers attention within professionally produced content

3

ScopeIdentifying a user

Web

Any devices surfing

on Internet

inApp

• When using a

mobile app

• Also called device ID,

IDFA/GAID

4

Changes5

Technical utilization of the identifier

InApp

removing MAIDs

Laws answering

to public concern

Legal utilization of the identifier

Browsers

removing cookies

April 2021

2017 2019 2022

From 100% to 60% of web traffic supporting cookies

Browser focus6

Cookie Rate

Chrome Samsung

Internet

Others Internet

Explorer

Microsoft

Edge

Firefox Safari

Market share

Chrome

Safari

Firefox

Samsung Internet

Microsoft Edge

Internet Explorer

Others

16% 60%

92%

80%75%

70%

25%

10% 8%

2020 2021 2022 2023

WEB

APP

65%60%

15%

10%

100%

60%

20%10%

Forecast

The real impacts on Digital8

Targeting Campaign Delivery Reporting & Measurement

Impacted:

Not Impacted

When cookies

are not available:

• 3rd-party Data Providers• Advertiser 1st Party Data (DMP)• Re-targeting

• Geolocation• Device targeting• Contextual targeting

• Frequency Capping• Campaign optimization

relying on users’ data

• Multi-touch attribution• Cross-channel reporting

• Last-click attribution• Media Reporting (e.g.: CTR, VTR,

etc.)

DSPsLess Campaigns*-75%

*Internal Teads Studies made on 40+ different DSPs

** Google Studies, “Effect of disabling third-party cookies on publisher revenue“

PublishersRevenue**-52%

Cookieless evolved thinking9

Identity Personalized

Two industry approachesBased on:

audience targeting

10

targeting

Cookieless audience targeting11

Unique IDs

(logins)

Publishers

1st-party data

Predictive Audiences Privacy

Sandbox

Rearc

Project

1st

12

Contextual

Modern contextual solutionsMain uses-cases

13

Predictive audiences

Article related

to the product

Basic

Relevant reach

Articles related to the

product consideration

PHOTOGRAPHY

articleWEDDING

article

SAFARI

article

HONEYMOON

article

Advanced

Contextual solutions, reimagined14

Cookieless audience targeting Advanced contextual targeting

Planning, insights and measurement solutions

Contextual cookieless solutions, today15

Cookieless audience targeting Advanced contextual targeting

Planning, insights and measurement solutions

HomeiPhone 11 Saturday, 10pm Time.comFinancial

Cookieless predictive audiences16

The user is

Male 25-49

High Net Worth Income

Married with children

17

Billions of daily ad opportunities

Cookieless predictive audiences

100+ standard audiences

HomeiPhone 11Saturday, 10pmTime.comFinancial

Demographic Audience

Targeting Accuracy (vs DAR, vCE benchmark)

Future-proofing standard audience targeting

Commercially availableof audience targeting

scenarios

18

Addressable audiences without cookies

Contextual cookieless solutions, today19

Cookieless audience targeting Advanced contextual targeting

Planning, insights and measurement solutions

Contextual targetingTop Industry challenges

Accuracy

20

Granularity Placement Actionability

Keywords

vs

Core topics

& semantics

Top levels

vs

Granular content categories

User-generated

vs

Professional content

Intuitive

vs

Insightful

& data-driven

It all starts with

21

Climate change +++

Environment ++

Investment +++

Financial Industry ++

B2B +++

Best-in class contextual & semantic

analysis algorithms

22

Enriched with a deep understanding of each page

Relevant Reach, the modern contextualThe right placement at the right moment

Level 1 Level 2 Level 3 Level 4

Technology

& Computing

Consumer

Electronics

Smartphones

iPhone

Samsung

23

Even more relevant contextual moments24

Cookieless signals beyond the content of the page

Weather

Sentiment

of the page

Day of the week

Points of interests

Browser

Events

Beta in H1 2021

marketing messages using

“Users at home visiting automotive pages during the week-end on premium mobile devices”

Relevant Reach increases attention

and supercharges Ads seen in contextually congruent placements delivered uplifts of…

(vs non-contextual targeting)

Dwell time

Aided Ad recall

Brand Consideration

Message Association

Purchase Intent

Overall Branding Impact

Source: Dentsu UK Controlled Test Fieldwork Q4 2020, across 6 platforms, 14

formats and 15 different brand sectors

Teads Brand Pulse (8 AB tests) Brand lift for ads in contextual alignment

Modern contextual solutions26

Predictive cookieless audience targeting Relevant contextual targeting

Planning, insights and measurement solutions

27

Contextual is no compromise for cookielessCookieless solutions are up-and-running and effective

Scale Accuracy Effectiveness

Cookieless impressions Demographic

Audience targetingAverage

Brand Uplift

Share of Teads targeted impressions

deliverable only using cookieless

signals (JAN. 21).

Compared to cookie-based

3rd-party industry benchmark (DAR, vCE)

Teads Contextual utilization vs

standard targeting.

Uplift measurement performed across

markets & industry verticals.

28

5 Cookieless Golden Rules

01 Be preparedto face the challenge 02 Reshape your

1st party data strategy

03 Future-proof yourAudience targeting capabilities 04 Discover the

power of content

05 Don’t get lostalong the way

Discover the Cookieless Hub