THE WEB UNFORTUNATELY BECAME AN AGNOSTIC PIPE FOR EYEBALLS, with some exceptions
If you’re a web publisher monetizing your property with Adsense you’ve probably received an email from Google telling you that from May 25th you had to choose between properly asking for the consent of your visitors to be served personalized ads (formerly known as interest-based ads) OR to switch to non-personalized ads (aka contextual ads). Here’s a screenshot of the page where you have to make this choice.
But what Google didn’t explicitly say was that opting for solution #2 would mean a substantial loss of money. Web publishers who made the tough choice not to ask for consent to keep on serving personalized ads immediately saw a steep decrease in earnings, literally overnight, simply because advertisers pay usually far less for old school contextual ads than for personalized ones. The main personalized format on the adtech market being web retargeting, where context merely serves as a placement exception (to avoid alt right and other dodgy surroundings) not a targeting criterion, since most publishers have increasingly been (mis)treated as an agnostic pipe for retargeted eyeballs.
NEWSLETTERS OFFER A PREMIUM & SAFE CONTEXT + LASER-FOCUSED PERSONALIZATION
Our experience shows that the perspective is totally different as far as newsletters are concerned. In this case, context is key, since advertisers strongly benefit from the premium environment in which their ads are served. Even if there’s no direct connection between a newsletter publisher and an advertiser, being featured in a short email looks like an exclusive endorsement, hence the importance of selecting the right publishers to deliver your email campaigns.
On top of the context value, the email of each recipient gives the opportunity to personalize the ad creative for each & every opening. Using ividence’s platform, you can serve different ads to the same user depending on the moment when he opens the email, for instance to adapt your copy to the time of the day (breakfast / lunch / dinner offer). The targeting granularity offered by a placement in a newsletter is comparable to what you would get from a logged in user on Facebook, Amazon or Google, leveraging the first-party data collected by the email publisher, with the full consent of optin users. Bear in mind that there’s no transfer of data between the publisher and the advertiser, since all emails are hashed before being reconciled to enable on-the-fly personalization of the message. Personalized sponsorship is part of the overall newsletter experience, where recipients expect to enjoy a bespoke treatment.
Rediscover the power of a premium context enhanced by a truly deterministic personalization, go email.