Advertising with character

In the latest episode of Datalicious, Carsten Sander and Jörg Vogelsang (Chief Growth Officer at True Relevance) talk about the future of digital advertising and the role of psychographic and contextual targeting. They discuss how motives and emotions can make advertising more human, the challenges of the post-cookie world, and the opportunities that AI technologies offer for the open web. The episode also provides insights into the development of agentic marketing and the future of the advertising industry through 2027.

This episode discusses:

1. Human psychographics as the basis for advertising: How motives, emotions, and psychographic approaches can be used to make advertising more human and relevant.
2. The future of targeting without cookies: Why the industry must move away from cookie-based targeting and what alternatives, such as contextual and psychographic targeting, play a role in this.
3. Technological disruption through AI: The influence of technologies such as ChatGPT and large language models (LLMs) on the advertising industry and the need to rethink advertising.
4. Open web vs. walled gardens: Challenges and opportunities for the open web in competition with closed systems such as Google and Facebook, particularly with regard to transparency and scalability.

Takeaways from the podcast episode

1. Psychographic targeting as the future of marketing: The combination of context and psychology makes it possible to tailor advertising to the motives and needs of the target group without relying on personal data.
2. The importance of the open web: In order to compete with walled gardens, the open web must become more transparent and accessible, especially in the area of programmatic advertising.
3. AI as an opportunity for the advertising industry: Advances in AI technology, particularly through LLMs, offer new opportunities for automated and effective targeting and campaign optimization.
4. Paradigm shift in digital advertising: The industry must move away from outdated systems and focus advertising more on relevance and meaning rather than relying solely on data and identifiers.

Chapters

00:01 – Welcome and introduction to the topic: From people to data

01:37 – Jörg Vogelsang on the current challenges in digital advertising

04:20 – The post-cookie world: Why traditional targeting approaches no longer work

06:32 – Impact of Google's withdrawal from the Privacy Sandbox

09:16 – Jörg Vogelsang's professional career and his perspective on the industry

17:54 – What does True Relevance do? Psychographics and context as new targeting approaches

30:01 – For which campaigns is psychographic targeting suitable?

37:27 – Surprising results through psychographic targeting

50:36 – Agentic marketing and the future of advertising planning

55:48 – Time travel to the year 2027: What does the future of digital advertising look like?

01:13:57 – Conclusion and outlook on upcoming developments