Immediate’s trust and quality drives our consent management strategy

Our approach to consent management centres on building trust and delivering high-quality content. This strategy ensures users are more willing to give their consent, which in turn enhances ad targeting, performance, and revenue.

We are leveraging the power of contextual advertising to continue to deliver personalised ads to non-consenting users

Immediate is leading the shift to Contextual 2.0, which leverages advanced AI and natural language processing to deliver personalised, privacy-centric ads without relying on user consent. We are therefore able to offer superior contextual intelligence, brand safety, and ad performance. Our tools increase available inventory, ensure compliance with blocklists, and improve ad placement accuracy, significantly improving views and clickability.

There’s no getting around it. Consent requirements undoubtedly pose a head-ache for digital publishers.

With the deprecation of third party cookies, publisher’s own first party data now holds the key to knowing our users, and targeting them with relevant ads. But first party cookies require a user’s consent. And users can now opt-out, becoming invisible to us as publishers as well as our advertisers. When users opt-out, they become invisible to us and our advertisers, leading to reduced ad-targeting, diminished ad-performance, and lower ad-revenue.

Faced with such a doomsday scenario many publishers in effect resort to one of two approaches. Either they beguile their users into giving up their consent, OR they beg their users to gift consent.

But neither of these approaches is attractive to users and effective at obtaining consent. It’s no wonder that 34% of UK internet users reject cookies on a weekly basis.

But what if there was a third way?

Immediate’s Approach: Trust and Quality

At Immediate our approach to consent management is based on two core pillars that go to the very heart of our publishing identity. Trust and Quality.

Consented users are users that trust us

Key to gaining a user’s consent is trust. The more a user trusts a brand, the more they will be willing to give their consent.

Here at Immediate we know that trust is earned not given. Through our consistently high quality content, our trustworthy recipes, and our joy-sparking content, Immediate’s brands have built loyal, trusting, and engaged audiences. They trust our recipes, our recommendations, our advice – and they trust how we handle their data. We put transparency at the heart of our Consent Management platform (CMP) with a readily updated list of vendors and clear information on how data is used.

Consented users receive a higher quality experience

Our industry leading first party data proposition means that consented users receive higher quality, higher impact, hyper-relevant ads that enhance the user experience. Users see content and advertisements that is made for them. This is great for our users, and great for our advertising partners, who consistently see returns on investment and and performance far above the industry benchmarks.

High quality content and an established trusting relationship with our audience means that Immediate is successfully able to maximise our consented audience, delivering value for users and advertisers alike. But maximising consent is only half the story. To truly thrive in the age of consent, Immediate is also at the forefront of diversifying our ad-offering into the new and exciting age of consent-less advertising. It’s time to enter the brave new world beyond consent…

Beyond consent: Contextual 2.0

In the age of consent, navigating digital advertising means adapting to a new reality—but in many ways, it’s also a return to the roots of advertising: the age of context. In moving beyond consent we’re rediscovering the power of contextual advertising. At Immediate, we’re pioneering this exciting frontier with Contextual 2.0, leveraging innovative machine learning tools to deliver a highly personalised, relevant, and privacy-centric ad experience, all without relying on user consent.

The Evolution of Contextual Advertising

Contextual advertising isn’t new, but it has been transformed. Traditional contextual (contextual 1.0), relied on basic keyword-based targeting. It identified the keywords within an article and used this information to display relevant ads. While effective to an extent, this method had its limitations.

Enter Contextual 2.0

Contextual 2.0 represents a huge leap in contextual intelligence. It moves beyond simple keyword recognition to instead understand the innate meaning and context of each page. This is made possible through advanced AI segmentation, IBM Watson natural language processing, and human-calibrated controls, creating a bespoke and sustainable tool that excels in a privacy-centric, post-cookie world.

Key Differences Between Contextual 1.0 and Contextual 2.0:

• Deeper Understanding: Contextual 1.0 just looked at keywords. Contextual 2.0 dives into the heart of the content, understanding themes, sentiments, and nuances for a richer, more detailed picture.
• Data Driven Personalisation: Contextual 2.0 is data-driven, using machine learning to gauge the reader’s feelings and tailor ads that perfectly hit the mark.
• Privacy First: Contextual 2.0 operates without third-party cookies, ensuring user data remains safe and secure.

Leveraging MANTIS for Superior Contextual Intelligence

At Immediate, we have partnered with Reach plc to leverage MANTIS—the only context and brand safety tool built by publishers for publishers. MANTIS utilises advanced AI and natural language understanding to provide a true brand safety rating and highly accurate contextual targeting. This integration into our publishing workflow also allows for faster page loads, quicker content categorization, enhaching our sites’ effectiveness and lowering their carbon footprint.

Advantages of MANTIS:

• Scale and Flexibility: By moving beyond keyword blocklists, MANTIS increases the available safe inventory and extends the reach of advertising budgets. For example, contextual understanding ensures that our soap opera, cooking, and gardening content isn’t inappropriately blocked by generic terms like “bomb” or “knife.”
• Accuracy: MANTIS’s natural language understanding provides a truer brand safety rating, allowing for more precise contextual targeting and improved ad performance.
• Trust and Compliance: Full compliance with existing blocklists and a significant increase in available inventory (up to 35% in some cases) means advertisers can trust that their ads are placed in suitable and effective contexts.

Why Immediate Leads in Contextual Expertise

As a special interest publisher, Immediate uniquely understands the context of our content. Our brands are owned and operated by us, creating all the content we publish. This deep connection with our content allows us to provide highly accurate and relevant contextual targeting, far beyond the capabilities of standard keyword lists or generic segment taxonomies.

Key Features of Our Contextual Strategy

• Custom Segments: Over 200 bespoke segments, fine-tuned for accuracy, allow for highly detailed and effective ad placements.
• Performance Metrics: Contextual 2.0 segments consistently outperform traditional keyword-based approaches, with significant increases in page views, inventory availability, and brand uplift metrics.

The Future of Advertising

At Immediate, we are not just adapting to the post-cookie world; we are shaping it. Our commitment to trust, quality, and innovation ensures that we deliver exceptional advertising experiences. By harnessing the power of Contextual 2.0 and the sophisticated capabilities of MANTIS, we provide a robust, privacy-first advertising solution that benefits users and advertisers alike.

Join us as we continue to push the boundaries of digital advertising. Contact us now to explore how Immediate’s advanced contextual advertising solutions can elevate your brand and connect you with highly engaged audiences in meaningful ways.

Supplementary statistics

• Context IQ vs. URL based targeting (+22%) – average increase in page views from each contextual segment vs. URL keywords alone.
• As a brand safety tool (+156%) increase in daily average inventory through using our context IQ