AI, marketing technology and personalisation at scale

Abstract

From increased consumer demand for privacy and the deprecation of third-party cookies to expectations for more relevant and personalised advertising, the dynamics of the digital advertising industry are quickly evolving. Marketing technology today is challenged with bringing the digital ecosystem together responsibly, aligning what consumers want with what brands can offer in real time. Artificial intelligence (AI) has proven to be an effective tool for synthesising the data needed to accomplish these tasks and deliver results. How exactly is AI bridging the gap between attitudes about privacy and the need for personalisation at scale? What role do deterministic and probabilistic data have in creating a more trustworthy and relevant digital experience? And how can marketers use AI to respond to real-time events and shifts in consumer preferences? This paper will address how AI can help marketers achieve scale without third-party cookies, and why consumer preferences, varied types of data and real-time measurement are central to achieving personalisation in advertising today.