Currently, Advertisers are facing a significant challenge in identifying their target Audience. Traditionally, they have relied on cookies for personalized targeting, catering tailored ads to the audience. However, due to stricter regulations and the depreciation of cookies, a shift toward privacy-focused strategies is necessary, leading to new hurdles.
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This transition is not only reshaping the advertising industry but also influencing consumer behavior. Users now desire personalized advertisements without having to share their personal information. The removal of third-party cookies, which was a valuable tool for audience identification, adds to the complexity of this task.
As a result, advertisers must find alternative methods to accurately identify and reach their target audience while respecting user privacy preferences. This situation calls for innovative and creative approaches to maintain effective advertising practices in this evolving landscape.
According to a poll, 41% of marketers believe their biggest challenge will be tracking the right data.1
Shift to A Different Approach for Delivering Personalized Ads
In response to the evolving landscape, advertisers are looking for a sustainable solution that’s here to say irrespective of changes in privacy regulations.
Contextual targeting is one such solution that has been widely adopted because of its adherence to privacy guidelines like GDPR and CCPA and achieving improved Key Performance Indicators (KPIs) compared to behavioral targeting. By aligning ads with the content being consumed by the audience, contextual advertising enhances relevance and resonates with the audience.
87 percent of marketers plan to increase the scale of contextual targeting and find new audiences altogether2.
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How Generative AI Can Help Advertisers with Context Planning?
Generative AI represents a forward glimpse into the rapidly evolving landscape of technology, where businesses are employing various models to reimagine the way tasks are accomplished. The advanced AI technology can identify themes, sentiment patterns, and topics that resonate with the target audience. This knowledge enables advertisers to customize campaigns, align them with audience interests, and elevate engagement levels.
During the Cannes Lions 2023 event, Silverpush, a prominent ad tech company, introduced its cutting-edge contextual planning tool named Mirrors Generative AI. This exceptionally advanced tool harmoniously merges with contextual advertising, providing brands with the capability to establish connections with untapped audiences.
Mirrors Generative AI scans a vast array of web pages, surveys, and diverse content on the open web for in-depth analysis of consumer content consumption pattern. Based on which, it then generated audience personas, their alternate interests, content themes, and context triggers than generates action.
Finding relevant audiences without third-party cookies and that too with a manual approach is going to be a hasty task. In the age of Artificial Intelligence, it is important that advertisers keep pace with the technological advancements before their competitors grab the chance.It’s time to switch to AI=powered context planning solution.
Manual v/s Generative AI Context Planning
Conclusion
Mirrors Generative AI is a promising and privacy-compliant solution, leveraging cutting-edge AI technology to empowering advertisers to discover their untapped and overlooked audiences without sacrificing on scale.
To outshine the competition and achieve higher KPIs, advertisers must embrace innovative tools that go beyond conventional approaches. Adopting new strategies in the dynamic advertising landscape is essential and with Mirrors Generative AI advertisers can stay ahead while being relevant to their audience.
The post Overcoming Targeting Challenges with Modern Solution: Generative AI first appeared on Teecycle.
