As one of the first adtech companies to establish an enterprise partnership with OpenAI, Cognitiv was also among the earliest adopters of its APIs.

Building upon OpenAI’s models, Cognitiv delivers privacy-safe advanced contextual advertising capabilities to brands and agencies through Cogntiv’s groundbreaking product ContextGPT. In that time, the collaboration has increased significantly, with advertiser adoption of ContextGPT growing more than 10x in the last 12 months.

This tremendous growth is fueled by the market’s need for new capabilities across brand-suitable contextual targeting and predictive intelligence. This new phase of collaboration further expands the scope of what Cognitiv can do with OpenAI.     

“Cogntiv’s ContextGPT solution uses large language models to read and understand content, unlocking the true potential of contextually targeted advertising for the first time. Contextual advertising has always made logical sense but has been difficult to execute effectively due to the limitations of the typical approach that relies on keywords.

“With Cognitiv, we can create a more precise and nuanced contextual strategy and reach our audience on premium content at scale,” said Ally Zingarelli, director of Programmatic at GroupM.  

Cognitiv’s ContextGPT product combines OpenAI’s models and embeddings with Cognitiv’s proprietary models to go beyond basic contextual classification, understanding content with human-like nuance to drive both brand suitability and performance optimization.

With advertisers facing growing challenges from signal deprecation, brand safety concerns, and the rise of made-for-advertising (MFA) content, investment in more advanced contextual intelligence has become critical. ContextGPT ensures brands can confidently place ads in high-quality, relevant environments while avoiding adjacency to content that does not align with their values.

Unlike legacy contextual technologies that rely on keyword blocklists or rules-based algorithms, which can lead to overblocking or underblocking, ContextGPT assesses content in full context. It identifies risk and positive suitability indicators, ensuring advertisers do not miss valuable inventory due to outdated filtering methods.

Through custom brand-specific prompts, Cognitiv’s AI refines its understanding of what is suitable for each advertiser, enabling an unprecedented level of accuracy while respecting consumer privacy. ContextGPT is fully activatable as a PMP in any DSP, allowing brands to deploy contextual AI at scale.

“With this expanded collaboration, we continue to scale our product and stay at the forefront of deep learning-powered advertising. OpenAI has helped to consistently deliver the most accurate and predictive outcomes for our products and, ultimately, for our clients,” said Dr. Aaron Andalman, chief science officer and co-founder at Cogntiv.

“OpenAI enables us to rapidly innovate, making ContextGPT the most accurate contextual solution on the market while accelerating the development of new products.” 

ContextGPT has already proven its value in the market, recently enabling a major beverage brand to reach the elusive GenZ demographic, achieving a remarkable 23% uplift in its key performance metric. In addition, a major video game brand used ContextGPT to identify and reach high-value gamer audiences, reducing their cost-per-user-reach by 83%.

He made this known during the MarTech Africa 2.0 conference held in Lagos recently.

Speaking during the Health Tech panel of the conference that had close to 500 marketing professionals, Ogunyooye noted that while marketing is fast integrating technology into its operations, Nigeria and most African markets are still at the nascent stage of the martech revolution.

“What we think we are doing with technology and AI and other techs in marketing today is nowhere close to what is possible when the full potential of tech is unleashed on our industry”, he noted. You only need to imagine what is possible when all our data becomes consolidated, when we truly have 5G in action, when our connected devices becomes marketing devices”.

“Imagine when a sick patients can call a doctor alexa, the doctor assigns the patient to the nearest diagnostic centre in the hospital network, the doctor recieves the patients report via EMR, the doctor prescribes medication, and the patients can have the medication delivered to her home and the patient can have follow up consultation through telemedicine. All these can be done with the patient’s privacy protected on a blockchain technology. And this is still scratching the surface in health tech”.

He said when the martech is fully integrated into the business environment, the evolving divides among the marketing functions will blur, noting that none of the digital marketing, growth marketing, tech marketing or any evolving marketing nomenclature can stand alone in the emerging marketing world.

“An ideal professional in the emerging marketing tech space will have above-average skills in the art of marketing, the science of data and the operations of technologies that can help accelerate marketing solutions. The people who should be worried about their jobs are those who won’t combine these three skills,” he said.

“I believe AI nor tech will not replace humans in marketing or any other field. But I must admit that they will reduce job opportunities as we know it, but create new jobs that we are not thinking about. For example, AI is already transforming content creation, media buying, customer segmentation, and even brand storytelling. What this means is that we might not need the number of people we used to need in these roles again. Take something like SEO, for instance; with the right level of technical prompt; AI can write better SEO content in terms of quality and quality. And when it comes to storytelling, you will agree with me that things are now really getting interesting. So it’s not that we won’t hire or promote content writers again; we don’t just need as much as we used to need to produce the number of articles or blog posts we used to produce”.

He said that rather than being afraid, feeling helpless, or resisting it, marketing professionals should seize the opportunity of this introductory stage of tech to upskill themselves.

He, however, warned about mistaking Martech for marketing strategy.

“Technology is not a strategy. It will only accelerate your strategy and make it more efficient. A bad message will remain bad even if you distribute it with the best digital media and target the audience with the most accurate real-time data. A terrible product that’s distributed to millions of customers through tech will kill the company faster.

This is why I believe tech will not replace humans in marketing. Tech can gather the data with amazing accuracy, AI can analyze the data at the speed of light, but humans will still need to test, validate and create solutions with the insights”.

Ogunyooye urged marketing professionals to see martech advancements as an opportunity to do more instead of a threat to their jobs.

He added that organizations should also prioritize training and capacity-building to ensure that their teams are AI-literate and equipped to leverage data-driven insights from tech solutions.

People want to know what personal data is collected, how it’s used, and who it’s being shared with online.

Echoing sentiments found in Europe, as highlighted by research from IAB Europe, which reveals that 75% of Europeans would opt for the current internet experience, complete with targeted ads, over a version devoid of personalized advertising but requiring payment for access to websites, content, and apps, Africans too, despite their privacy concerns, highly value personalized online experiences

Now it’s time to take a hard look at your ads privacy strategy and get a realistic picture of how much you may still rely on legacy technology, like third party cookies.

This is the end of the ‘precision’ era in favour of new tools like AI and privacy preserving technology that enable  ‘prediction’.

Here are the five steps marketers need to take:

1. Tagging is the most important step:

Tagging is the foundation on which a successful measurement strategy is built – it’s how advertisers understand how their websites and campaigns are performing, measure conversions and thoughtfully and responsibly collect first-party data.

A strong tagging foundation is absolutely essential to getting the information advertisers need to make strategic decisions. It is the best way to measure conversions and optimize the value of marketing investments.

2. Consent, consent consent:

It goes without saying that getting proper consent is critical. When users do not give consent advertisers can preserve ads personalisation features through a combination of first party data and Google AI.

We have announced upgrades to consent mode to help advertisers ensure they have the proper consent structure setup for measurement and advertising purposes.

AI-driven tools require less data to make predictions and fill in the gaps for unknowns to help you optimize for your campaign goals. For instance, leveraging consent and conversion modeling techniques could significantly benefit an African airline, mirroring the success seen by Air France in European markets.

By adopting similar strategies, Air France was able to increase its conversions by an average of 9% across Europe, including a notable 4% increase in France alone.

This was achieved through more precise measurement of consent and conversions, highlighting the effectiveness of these modeling techniques.

3. Create a first-party data strategy:

First party data is absolutely paramount to the future of measurement and advertising. In a constantly evolving landscape, building and strengthening your first party strategy is more important than ever, especially as consumers move from device to device and are harder to reach.

4. Simplify the management and use of your data:

Less than a third of marketers consistently and effectively access and integrate first-party data across channels.

Google Ads Data Manager takes what could be months of work and turns it into a few simple steps, making it easier for advertisers to manage and control their first-party data.

It puts all your data management controls in one place, enabling you to drive incremental revenue and better outcomes for your business.

5. Take stock and adapt:

This year Chrome plans to deprecate third party cookies. Now is the time to take stock of how much of your measurement strategy still relies on third party cookies and begin adopting measurement solutions that will be durable far into the future, like enhanced conversions, and Google Analytics 4.

The companies that have started to embrace this new mindset shift and privacy preserving techniques are already starting to see gains. Put bluntly, privacy is good for business.

What they’ve shown is it’s important to test and learn now to figure out what works best and make adjustments.

Regardless of where you stand, the landscape has already changed. Third party identifiers are deteriorating fast.

It’s time for marketers to embrace the change and enter a new period of innovation and growth – together.

This separation demanded distinct strategies, budgets, departments, and more often than not, personnel.

It’s becoming increasingly clear, however, that businesses taking this approach are missing out and that a more integrated approach is required to hold the attention of today’s customers.

As more and more elements of the digital world are integrated into the physical world, marketing has followed suit. In this new world, the most successful marketers use measurable marketing strategies that combine digital and physical advertising in ways that encourage brand building and conversions.

This kind of strategy also means that customers who see your brand’s physical marketing are also going to engage with your digital output.

As connectivity becomes increasingly affordable and ubiquitous in Nigeria, that overlap will only become more pronounced.

As a result, customers increasingly expect a well-integrated and thorough mix of physical and digital touchpoints.

They already experience it in the retail environment, with online shopping enhancing their brick-and-mortar experiences and vice versa, rather than one being preferable to the other.

But how can brands and marketers best ensure they can deliver the kind of unified experiences customers want and set their businesses up for success, providing a unified and enhanced customer experience?

Integrated campaigns

Marketers must continue to develop a seamless marketing plan, integrating both physical and digital elements.

For example, use traditional advertising methods like billboards or print ads to drive traffic to digital platforms, where customers can engage further with the brand or make online purchases.

Unified brand messaging

Marketers must ensure that they are consistent in their messaging across all channels, online and offline integrated into one comprehensive message. The brand’s values, voice, and image should remain cohesive, reinforcing a unified identity in the minds of consumers.

Cross-channel promotion:

Marketers must implement cross-channel promotions where activities in one channel complement and enhance the experience in another. For instance, using a QR code on a physical brochure or billboard could lead customers to an exclusive online offer, creating a seamless transition between the physical and digital realms.

Data Integration:

Marketers should leverage customer data collected from both physical and digital interactions to gain comprehensive insights into consumer behaviour.

This integrated data can inform more personalized and targeted marketing strategies, enhancing the overall customer journey.

There are undoubtedly more privacy issues when dealing with data, so marketers have to ensure that they are compliant with data security, but the benefits of proper integration and usage of off/online data are immediately impactful.

Technology adoption:

Where possible, marketers should embrace emerging technologies like augmented reality (AR) or near-field communication (NFC) to bridge the gap between physical and digital experiences. Interactive elements in physical spaces can lead customers to engage with digital content, creating a more immersive brand experience.

In bandwidth-challenged areas, this may prove more difficult, but the rewards of the immersive experiences some of these technologies offer are unrivaled.

Omnichannel retail:

Marketers in the retail space need to continually emphasize an omnichannel retail approach, where online and offline stores work in tandem. Provide services like click-and-collect, enabling customers to seamlessly transition between digital product discovery and physical purchase.

User-Generated content:

With the proliferation of social media adoption, marketers must encourage customers to share their experiences with the brand across both physical and digital platforms. User-generated content creates a sense of community and authenticity, fostering a stronger connection between the brand and its audience.

Adaptive marketing strategies:

As in most things business-related, marketers need to stay agile and adapt marketing strategies based on real-time feedback and performance metrics. This iterative approach allows for continuous improvement in delivering a unified and effective marketing mix.

Employee training:

C-levels need to ensure that their marketing professionals are well-versed in integrated marketing. A well-informed team can seamlessly assist customers in navigating both physical and digital touchpoints, enhancing overall satisfaction.

Continuous monitoring and analysis:

Don’t set it and forget it: Marketers must regularly monitor the performance of marketing efforts across all channels. Analyze data to identify successful strategies, areas for improvement, and emerging trends, allowing for ongoing refinement of their approach.

By implementing these strategies, brands can create a more integrated and customer-centric marketing approach, capitalizing on the synergy between physical and digital channels to achieve both brand-building and conversion objectives in a rapidly evolving market.

The role of B2B tech marketers has emerged as a key player within companies aiming to thrive in the digital space, bridging the gap between complex technology solutions and communicating these to suit the needs of businesses.

To succeed in the diverse and dynamic field, marketers need to possess some key qualities.

Be inquisitive

Be inquisitive and ask questions. You need to learn on your own. No matter your background or experience, it is essential to remain up to date on the news and what is happening in the industry/tech.

This is relevant within the company you work at, as well as across the competitor and broader IT landscape. Having a passion for consuming knowledge and a drive to immerse yourself in every facet of the business will definitely give you an upper hand.

Marketers operate in such a niche environment but at the same time, they deal with different subject matter experts from all walks of life.

You need to be able to hold your own and grasp concepts so that you can communicate these fundamental business principles to the intended target audience.

While a marketer within the tech industry may not be an expert, continually striving to learn more is where the magic lies.

Finding your voice and holding your own

As a marketer, you need to understand and embrace that you deserve to be heard and to find your voice within the organisation.

Have authenticity and be confident in sharing your ideas, ideally within a company environment that appreciates and recognises the valuable role played by marketers in promoting the services and products of the business.

Teamwork and collaboration

When it comes to marketing, teamwork is key. A marketer can identify a marketing opportunity, incorporate creativity and storytelling, and find something untapped that might not have been done before.

At the same time, the technology specialists within the business can help craft the message, unpack the USP, and explain what makes a particular service or product stand out.

You also have to work closely with senior leadership, business owners and finance departments and ensure that you are aligned with the organisation’s overall business strategy. This is where communication is key, especially when dealing with so many people at different levels.

Multitasking and prioritising

The job of a marketer involves many simultaneous moving parts, so knowing how and what to prioritise is vital. Everything that comes into your inbox may be urgent.

A priority list will keep you sane. The sooner you realise that you can’t do everything all at once, the sooner you will learn how to prioritise and find a comfortable and effective workflow.

Embrace change and flexibility

Marketers need to be comfortable with change, especially within tech. Change can’t vex you. Change within this industry is a constant.

Being adaptable and responsive to shifts in the market landscape allows us to adjust strategies accordingly, and often.

Find a company whose values align with yours

While marketing might not be prioritised in certain companies, it is important to prove your worth in a company that embraces the ethics and culture that you value, especially in terms of gender and diversity. Traditionally, women have taken up many of the marketing roles.

While this is changing, there does remain an outdated perception that marketing is a women’s job involving “balloons and brochures”!

When researching a company, make sure that its values align with yours, and that your role is recognised.

As marketers, you need to put your company and clients on the map. Marketing touches every aspect of the business and is a key driver of sales and business growth.

Combining your ability to communicate, empowering yourself through a constant drive to learn, and making your voice and opinions heard can help you as a B2B tech marketer to navigate the complexities of the tech industry and contribute significantly to the success of your organisation.

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