For years, brands have been using data to analyze their target audience’s online identity and behavior in order to strategize their advertising efforts. Now, as digital security continues to tighten and consumers become increasingly aware of the information companies can access, behavioral targeting is coming to a slow death. With this in mind, brands need to reevaluate their efforts to generate a sense of trust from their audiences, while delivering relevant ads.
Since the passing of the General Data Protection Regulation (GDPR), consumer scrutiny over third-party data has grown. In conjunction, the sophistication of artificial intelligence (AI) expanded.
Defined by IBM as leveraging “computers and machines to mimic the problem-solving and decision-making capabilities of the human mind,” conceptually, AI has existed since the 1950s. For a while, it seemed to only appear as a fully formed technology in cinema.
However, over the course of the last decade, it is realizing its true potential. The world might not be at the level of entering the Matrix or being visited by future cyborg versions of Arnold Schwarzenegger, but driverless cars are no longer beyond the realms of possibility, and many now have spoken conversations with devices in their homes.
Continue reading:
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/02/09/personalization-and-context-ais-surging-role-in-advertising/?sh=79ccf5fa5ce0
Since the passing of the General Data Protection Regulation (GDPR), consumer scrutiny over third-party data has grown. In conjunction, the sophistication of artificial intelligence (AI) expanded.
Defined by IBM as leveraging “computers and machines to mimic the problem-solving and decision-making capabilities of the human mind,” conceptually, AI has existed since the 1950s. For a while, it seemed to only appear as a fully formed technology in cinema.
However, over the course of the last decade, it is realizing its true potential. The world might not be at the level of entering the Matrix or being visited by future cyborg versions of Arnold Schwarzenegger, but driverless cars are no longer beyond the realms of possibility, and many now have spoken conversations with devices in their homes.
Continue reading:
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/02/09/personalization-and-context-ais-surging-role-in-advertising/?sh=79ccf5fa5ce0
