Advertisers must leverage AI and alternate data sets to brace for cookie exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2021, 3:53 PM GMT+0

Along with finding cookie alternatives, advertisers can focus on collaborating with one another to build an open advertising marketplace.

The digital advertising industry is now at an inflection point, with third-party cookies set to make an exit. In the absence of traditional identifiers, brands need to deliver ads when and where they matter the most.

Demand-side platforms can also provide data that enables brands to serve relevant ads to consumers. Additionally, brands can create guidelines that ensure consistency and compliance through their advertising campaigns. Brands must also leverage AI to deliver more effective digital campaigns and reduce unnecessary ad spend.

For instance, AI can use modelling and training algorithms to combine different sets of data and boost content resonance. Along with helping brands drive ad campaign efficiency, content resonance and overall customer engagement, AI-driven solutions can also help businesses incorporate micro and macro industry trends.

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