Friday, June 21, 2024

New privacy-focused restrictions on online ad targeting open opportunities for DOOH advertising businesses

Guest post by Cedric Bernard,
CEO, Adkom

Wednesday, February 16, 2022

Facebook Removes Detailed Targeting Options

On January 19, 2022, Facebook announced that they are removing some detailed targeting options. The company says “existing ad sets with impacted targeting options will continue to run until March 17th,” but if you haven’t updated your targeting selections by then, the affected ad sets may be paused. 

This move closely matches similar developments in the industry, such as Apple’s iOS 14.5 update, which allows users to stop apps from tracking their behavior, and the much-discussed loss of third-party cookies coming in 2023. 

Many marketers are flustered in the face of this loss of data, saying that options such as Unified ID 2.0 and Google’s Topics API aren’t adequate solutions to the challenge. While advertisers are trying to figure out how to adjust to these drastic changes in targeting capabilities, one obvious option has been largely overlooked: the use of digital out-of-home (DOOH) or programmatic digital out-of-home (PDOOH). 

Why DOOH and Programmatic DOOH advertising could be the solution

Since DOOH/PDOOH are not one-to-one media, they don’t interfere with individual privacy. But they do tap into data: anonymized location data puts your ad in front of your desired audience in a one-to-many format, providing reach, scale, and far more impact than online ads.

There is also a timing advantage. After two years of sequestration and screen burnout, people are outside and noticing out-of-home like never before. And, when integrated into a multimedia mix, including online digital, DOOH dramatically lifts responses while reducing CPMs. 

Cedric Bernard is CEO of Adkom – a platform that offers advertisers a unified inventory from hundreds of premium OOH media owners in 190 US markets from coast to coast.

Learn more about Adkom here.  


Published on Wednesday, February 16, 2022 at 7:32 PM

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