Contextual targeting more important than cookie-based targeting?

Cookie deprecation is reshaping digital advertising strategies. Kerel Cooper, CMO at GumGum, explains how contextual targeting delivers effective advertising without relying on personal data. He discusses AI-powered contextual intelligence tools that analyze content for brand safety and suitability, while sharing how marketers can leverage these technologies to maintain campaign performance in a privacy-first digital landscape. Show Notes Connect With:Kerel Cooper: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Correll Cooper, who is the Chief Marketing Officer at GumGum, which helps deliver advertising without using personal data. And today, Correll is going to explain how AI-powered contextual targeting can transform your advertising strategy. All right, I want to move on to our lightning round where I'm going to ask you some questions about Martech and contextual advertising, advertising in general. Are you ready?

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  Does it matter if I'm not ready? I'm here, let's go.

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  I'm going to ask the questions either way, so maybe I should just say buckle up.

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  All right, let's start off talking a little bit about advertising. Are you investing more in AI-created ads or human-created media?

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  I'm investing more in AI-created ads. And the reason being is because of everyone is being asked to do more with less. And if you're going to scale, if you're going to have speed, you have to use technology because your competitors are using it, others are using it, so on and so forth. Now, at the same time, I think there still has to be a human element within anything you create from an AI perspective. So hopefully I didn't dodge your question, but that's my answer.

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  I think that the nuance here is it depends who's on your team. Like, there's a talent question. If you have a world-class ad designer and everything that they're going to create is like, chef's kiss, wonderful, this ad just, not only does it have the right ethos, the creative is beautiful and you can pump them out and do multi-variant testing with this ad, good for you. That sounds expensive. Most of us don't have it. But if you're running a giant ad agency and you've got designers sitting around waiting for stuff to do, humans should be creating the stuff. Most of us are making clones off of that using AI, say, hey, prompt, pretend to be a world-class designer and then giving the concept.

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  And so it's easier to create the multi-variant testing. And I think what matters is you don't know what's going to work. And so investing all of the effort into expensive human resources often doesn't pay off. And so to me, it's figure out what type of ads work and then maybe use the humans for polish, unless you have the luxury of having wonderful designers with extra bandwidth and time that are already on staff. All right. And that wraps up this episode of the Martech Podcast. Thanks to Correll Cooper, the Chief Marketing Officer at GumGum for joining us. If you'd like to contact Correll, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his website, which is gumgum.com. He also has a podcast called The Minority Report.

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  So if you're interested in hearing Correll's dulcet tones, check out The Minority Report. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube and we'll be back in your feed next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.