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Advertising has made great strides in the last few decades. With the rise of digital marketing, advertisers have access to more data about consumers and businesses than ever before. This data feeds a tremendous new computing power, giving advertisers ever more effective ways to deliver messages.
Enter the next generation of AdTech. This new wave of technology combines AI and contextual data to curate ads tailored to consumers at an individual level. By analyzing data about an individual’s interests, likes and behaviors, advertisers can deliver content that resonates with their target audience at specific times.
The key to this new approach is contextual data. Instead of just looking at a person’s demographics or search history, advertisers now look at a person’s context — where they are, what they’re doing, and what they’re interested in, measured in real-time using thousands of data points. By understanding an individual’s context and automating the creation of custom content in seconds, advertisers can deliver highly relevant ads to millions of consumers at the same time.
Using machine learning algorithms, AI can analyze vast amounts of data to identify patterns and insights that cannot be monitored and processed manually.
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Here’s how each of these technologies plays a role in generating highly personalized content for each individual:
- Machine Learning: Machine learning algorithms enable adtech companies to analyze huge amounts of data about each user, including their browsing history, search queries, social media activity, and other interactions. These algorithms use this data to recognize patterns and make predictions about what content is most likely to be relevant and engaging for each user.
- Predictive Analytics: Predictive analytics is the use of statistical algorithms and machine learning techniques to analyze data and make predictions about future events or behavior. AdTech uses predictive analytics to anticipate user needs and preferences before they even express them. By analyzing patterns in user behavior and other data points, AI algorithms can make highly accurate predictions about what content will be most engaging and relevant for each user.
- Natural Language Processing (NLP): NLP is a branch of AI that enables computers to understand, interpret and generate content in the human voice. By using NLP, AdTech companies can analyze and generate highly curated content tailored to the interests and needs of individual users. This technology enables computers to understand the nuances of human speech, including context, intent and mood, which is essential to generate highly personalized and relevant content.
Imagine a world where you’re walking down the street and you get a notification on your phone about a nearby cafe you’ve never eaten at before. The notification is tailored to your interests and preferences, as traditionally it is about the type of coffee you like, at the prices you usually pay, in an atmosphere you usually enjoy in a coffee shop, at the time of the day that They usually drink coffee on the go. The notification also includes a discount for a drink you have purchased in the past. This is an example of how AI and contextual data work together to deliver highly targeted and personalized advertising.
However, this approach is not without its challenges. There are obvious privacy concerns and the ethical implications of using personal data to target consumers.
Although policymakers have taken an active stance on regulating the industry through the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States, enforcing the statute in this one presents a challenge Keeping the rapidly evolving ecosystem up to date is a challenge to say the least. In the short term, transparency will ultimately determine effectiveness for both advertisers and end users as we approach a point of convergence between value-driven and derived values.
Related topics: Protecting digital identities: Why privacy should matter to you (and your business).
Despite these challenges, the benefits of this engagement approach are significant. The solution by relevance and timing creates a win-win situation for all stakeholders in all industries in the consumer and business sectors.
Every elapsed second represents millions of pieces of data collected – especially in advertising. This ties directly to the improvement in models and algorithms in a positive feedback loop that is causing the overall ideal of personalized advertising to grow – and this is just the beginning of an exponential “J-Curve” growth story for the industry and underlies it lying technology.