Google Topics: A flawed solution

[Jahangir655]

With the phasing out of third-party cookies, Google is proposing a solution called Topics. This system analyses browsing history to categorise user interests. However, it has several problems:

Limited interests: Most people have a vast range of interests however Topics only allows for a handful of them per user which restricts targeting accuracy.
Broad categories: Websites get to choose an overall category, making targeted product placement difficult.
Chrome-specific: Other browsers aren’t adopting it, limiting its reach.
Back to the basics: The power of contextual targeting
While it seems like a step backward, contextual targeting holds several advantages in the evolving advertising landscape:

Relevance: Ads displayed in a relevant context are more likely to resonate with users. Imagine a user reading an article about the latest fitness trackers. By placing your ad for a new fitness tracker model in this context, you’re reaching someone who is already actively engaged in their health and well-being. This increases the chances of them being receptive to your message compared to a generic ad displayed on a random website.

Cost-efficiency: Targeted placements potentially reduce the number uruguay mobile phone numbers database of impressions needed to achieve a conversion. This means you’re not paying to show your ad to users who have no interest in what you’re offering. Imagine trying to sell high-end running shoes to someone who looks at cat memes all day. With contextual targeting, you can focus your budget on placements that reach users who are actively researching running shoes, browsing reviews of different brands, or reading training tips. This allows you to maximise your return on ad spend (ROAS) and stretch your marketing budget further.