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RTB House - is not in vain. Well, studies by Xandr and IAB Mexico predict that advertising investment on digital platforms will rise by 50% next year , in relation to what was disbursed in 2021. The same will happen with spending on advertising in general for 2022. Digital Advertising Trends: What to Expect for 2022? 1. The end of cookies will bring new privacy terms The end of cookies set off all kinds of alarms, however, there is still a lot to understand and discover about it. While for users it means a new chapter in their privacy, for advertisers it can open the opportunity for them to define their strategies, adopt technology with more powerful algorithms and optimize the solutions already available, thus gaining effectiveness with new alternatives or segmentation methodologies based in own data.
Words of experts, the situation proposes “moving segmentation to other data sources, such as towards new contextual approaches that centralize the needs and expectations of users at the exact moment of interaction, enabling powerful end-to-end campaigns in the sales funnel.” 2. Contextual personalization will make up for the lack of cookies It is a strategy that Phone Number List analyzes online browsing contexts so that, based on them, online advertisements can be directed to the consumer. Although this type of segmentation has gained prominence with the goodbye of cookies, we are not talking about something new. In the past it was applied through a simple association of keywords, now algorithms created by Artificial Intelligence (AI) indicate the contexts of the comparator.
RTB House explains that “ this generates levels of personalization never seen before, creating spaces conducive to longer-lasting brand-customer relationships and increasing buyer commitment .” This is thanks to the fact that AI algorithms make much more accurate decisions achieved “ balancing the context of the page, the communication objectives, and the content of the banner or video that will be displayed.” When such automation comes together in the banner customization process, contextual segmentation elevates the customer experience. This will not only make up for the absence of cookies, but also proves to be 50% more efficient than campaigns developed with conventional machine learning.
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發表於 2023-11-27 16:32:27
