FORTUNE COOKIES

How are we planning for this future?

How do we choose our data providers and ensure that they're compliant with the changes?

We are meticulous when choosing the third-party data providers we work with. For us, confidence and trust in the data go way beyond price and performance.

We work with data providers that have obtained ‘Data Quality Certification’ from the Neutronian Initiative.* This establishes an objective, independent scoring system for every form of marketing data.
The goal is to provide marketers and advertisers with a reliable means of gauging data quality while also ensuring that the data has been collected while complying with the highest privacy standards.
This certification confirms the quality of the data with a comprehensive, independent audit across key aspects of data quality. It proves that the provider is using the best data sources as well as increasing transparency to data buyers through source verification.

In addition, we target the highest compliance standards by maintaining exemplary privacy, choice, and user experience:

Twogether is Gold 2.0 Standard Certified by the IAB UK and TAG’s Brand Safety Program.

We actively promote best practices throughout our network of partners and encourage them to take part in supporting industry initiatives.

* Neutronian: Bombora and Eyeota

Can contextual replace cookies?

In the post-cookie era, advancements in the technology behind contextual targeting enable us to place a brand's campaign in relevant and brand-appropriate environments.

Campaigns are aligned with specific content and context, across all channels and languages without the use of a cookie. Semantic & Sentiment recognition from page level to individual word processing, allows contextual tech to understand nuances of an article, including figuring out homonyms and determining sentiment. As such contextual advertising is going to become increasingly important.

How does contextual targeting work?

Traditionally some contextual tools and platforms only use the URL string to identify and categorize the content. This leads to missed opportunities.

Our platforms use 'crawlers' that extract a text file from a page in order to analyse the content. Similar to SEO, this 'contextual intelligence' approach allocates a mathematical scoring to each word on the page. This is based on how often the word or phrase appears, the uniqueness of the word and overall the number of URLs that are seen.

Each URL is then matched against a taxonomy of segments/custom segments in order to accurately categorise the page which in turn helps with detail informed and relevant targeting.