Where do we go from here?
Despite the technology, innovations and results, we are unfortunately forced to stop online advertising at Ster to a substantial extent. It is the ministry’s wish to no longer display commercial messages online. To a large extent this will take effect next year already: most of our online products in 2021 will only be possible for parties with a message of general public interest, such as cultural organisations, charities and political parties.
Good reason for Ster to look at making our technology widely available to other publishers worldwide. Advertising without using personal data is interesting to all parties, after all: the audience, the brand, and the publisher all benefit!
Advertising without using personal data is interesting to all parties: the audience, the brand, and the publisher all benefit!
Naturally, there are still steps to be taken and we want to continue to improve the technology. For instance, one of the things we want to do is investigate ‘emotion targeting’: determining the sentiment of an article or clip. Take a BBQ commercial, for example, which is relevant to reports about the warm weather, yet must not be placed around content on heat wave warnings. Attributing a positive or negative sentiment around content is currently done manually, but we would like to automate this in the future.
And there are other issues: can we, for example, work with real time bidding for advertising without cookies? And how can we improve the product, creating a sustainable solution that benefits the entire industry?
Do you have ideas on this, would you like to know more about the developments for advertising without cookies or use our online options? Then please do not hesitate to contact us!