Why Traditional Digital Marketing is Failing (and What To Do About It)
For over two decades, digital marketers have heavily relied on browser cookies to track users online and deliver targeted advertising. Cookies have enabled marketers to build user profiles, create lookalike audiences from that data, and micro-target ads to those deemed most likely to convert.
However, the dominance of cookies for digital marketing is rapidly fading. With browser makers like Google cracking down on third-party cookies and Apple’s Intelligent Tracking Prevention disrupting cookies in Safari, over 50% of impressions are now occurring without cookies available. As regulators and privacy-conscious consumers exert pressure, cookies are being fully deprecated.
This seismic shift is severely hampering many traditional digital marketing efforts. Enter IntentKey, the cookie-free alternative. While many legacy solutions fail to address the cookieless future, IntentKey offers the replacement to restore targeting, gain cross-device visibility, and enable automation.
By leveraging concepts over identity, IntentKey future-proofs digital advertising. As cookies fade into marketing’s past, IntentKey represents the new generation of audience targeting to drive real business outcomes.
| What Breaks with Cookie | How IntentKey Wins | |
| Targeting and Measurement | Without the ability to accurately identify users online, strategies like building out detailed consumer profiles, creating custom audience segments, and tracking site analytics metrics like conversions are fundamentally compromised.
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Built on a large-language based, conceptual targeting engine analyzing content on pages to deduce interest and intent signals, IntentKey needs no user identity to function. It assesses content relevancy in real-time to identify high-value moments for conversion.
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| Cross-Device Tracking | Cookies enabled marketers to piece together a consumer’s customer journey across devices. Without stable identifiers, marketers struggle to determine whether online conversions or other key actions were driven by their ads.
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IntentKey offers identityless, accurate targeting whether on mobile, CTV, or desktop without any need for user data.
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| Frequency Capping and Optimization | Smart bidding algorithms and frequency management relied heavily on cookie data. When you can’t determine if two ad impressions are served to the same user, preventing overexposure or optimizing based on conversions gets switched off.
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IntentKey analyzes page-level content to find those demonstrating clear user intent signals. The AI continuously improves targeting and benchmarks performance for efficient optimization.
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| Data Management | In the past, modeling methodologies relied heavily on third-party data that was collected from various sources like warranty cards and registration forms. This data had a fixed nature – it represented a snapshot of information about consumers at one point in time. And it quickly became stale as people’s interests and habits changed. Models built on fixed data couldn’t respond dynamically. | IntentKey’s models utilize a large-language-learning model AI to analyze content on webpages, identifying signals of consumer interest and intent in real-time. As audiences browse content online, IntentKey is continuously refreshing its understanding of their interests. Concepts reiterated or newly introduced on pages shape IntentKey’s models, which are rebuilt every 5 minutes to provide an up-to-date perspective. By responding to real-time changes in consumer interests versus relying on static historical data, IntentKey delivers superior precision in identifying high-value audiences for targeting. |
This post was proudly created with assistance from an AI tool to enhance our content creation and provide more value to our readers.
