AdButler Releases New Contextual Ad Server To Contest Major Ad Revenue Loss

VICTORIA, British Columbia, March 7, 2022 /PRNewswire-PRWeb/ -- The news was released at AdMonsters 2022, an event hosted in St. Petersburg Florida, showcasing the latest developments in ad tech and featuring discussions on various digital advertising topics - including a major update to Google's Chrome browser which is set to disable third-party cookies by the beginning of 2023.

Following Google's original announcement to discontinue third-party cookies, research has indicated that roughly 83% of marketers still rely on third-party cookies, with 51% reporting that they believe cookies are "very important" in composing a majority of their strategies.

Furthermore, a forecast by Google in 2019 estimates that ad revenue is at risk of dropping by up to 52% for the world's top 500 publishers - with publishers reporting revenue losses of up to 40% following a similar release of Apple's ITP 2.X update for the Safari browser.

Rajiv Khaneja, Founder and CEO of AdButler commented: "The ad tech industry is fast-moving and complicated. Many marketers still aren't aware that functions like retargeting, frequency capping, and audience extensions all rely on third-party cookies. There's a mandatory pivot coming up, and a lot of brands aren't prepared to make the jump."

Alternatives to advertising methods that rely on third-party cookies exist, including contextual tagging, which allows ads to be targeted towards contextually relevant content.
AdButler's latest release allows publishers and ad networks to automatically manage the contextual keyword tagging process for thousands of pages - including those generated by users on social platforms - by deploying an AI-powered solution to their web properties.

In addition to tagging each page, the software will track ad performance on each page, allowing AI-based campaign optimization to take place over time.
The new contextual tagging solution is integrated directly with AdButler's ad serving suite, which includes a demand-neutral SSP component, hosting for self-serve advertising portals, and a comprehensive cross-format ad server.

More information about AdButler's contextual advertising solution is available here.

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Rashmita Behera, AdButler, 91 8447033562, [email protected]

SOURCE AdButler