Navigate the evolution of digital marketing
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Introduction
Since the General Data Protection Regulation (GDPR) rolled out in 2016, digital marketing has been on a journey toward becoming way more privacy-friendly. Major milestones like Apple initiating Intelligent Tracking Prevention (ITP) 1.1 that same year, and Firefox introducing Enhanced Tracking Protection (ETP) in 2018, completely reshaped how online ads work. These shifts triggered the decline of cookies, making traditional audience targeting much harder to pull off.
The cookie problem
ITP and ETP were designed to block cookie tracking. As a result, identifying and tracking internet users across different websites over time became incredibly tough. This was a real hurdle for media buyers, who could no longer target audiences with pinpoint accuracy—ten seemingly different users might actually be the exact same person.
A changing landscape in Scandinavia
In 2021, a study by Kobler showed that less than 50% of Nordic web traffic could actually be identified for audience targeting. Safari and Firefox users in particular became invisible to trackers, making it even tougher for advertisers to reach specific target groups.
The rise of TCF 2.2
In January 2024, the industry saw another big shift when the Transparency & Consent Framework (TCF) 2.2 came into play. Publishers had to use consent banners that let users easily accept or decline how their data is used. When a user declines everything, ad tech platforms that rely on personal data simply can't receive those ad requests.
The impact on ad inventory
Right after TCF 2.2 went live, "reject all" inventory jumped from 15% to 30%. This means another 30% of users are now unreachable for audience targeting or cookie-based tracking. In short, measuring frequency or reach has become nearly impossible. Combine this with Safari and Firefox blocking cookies, and less than 30% of web users are now addressable.
Embracing contextual marketing
While these changes might seem limiting at first, the industry is finding smart ways to adapt. Contextual marketing has emerged as a great solution, letting marketers reach users across websites—even those who click "reject all" on consent banners. Contextual platforms like Kobler work without relying on third-party data or cookies. Instead, they use the actual content of the web page to place ads, which is proving to be a win-win for advertisers, publishers, and users alike.
Why contextual advertising works
The results speak for themselves. A major study by YouGov, commissioned by Kobler and endorsed by the World Federation of Advertisers (WFA)*, shared impressive stats. Brand recall went up by 15%, buy intent increased just as much, and advertisers gained a 15% boost in credibility. Even better, contextual ads improve the overall user experience and boost user liking by 118%. Relevance is key: when an ad perfectly matches the article, it can be up to 6 times more effective.
Conclusion
In a digital landscape shaped by privacy laws, the industry is showing its resilience through contextual advertising. Marketers are realizing that respecting user privacy and focusing on content relevance isn't just a legal fix—it's a great way to make ads perform better and keep users happy.
You can use contextual ads strategically in a few different ways:
Reach: Connect with users behind paywalls, on Safari and Firefox, or those who opt out of cookie tracking.
Category entry point: Place your ads next to fresh, relevant topics to boost your brand's presence and authority.
Lending authority: Build trust by placing your ads in high-quality contexts, borrowing the credibility of the publisher.
Middle of the funnel: Reach users while they are actively researching and reading, helping guide their final purchase decisions.
As contextual targeting continues to prove its worth, feel free to reach out if you have any questions or want to learn how to make it work for your specific needs. Our team is always here to help you optimize your ad strategy.
This article was co-written with:
Philip Örtengren – Head of Sales, Kobler
Remotion is a partner of Kobler
