Embracing cookieless advertising with AI

Ian Thomas
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Ian Thomas: Founder/Chief Data Officer, Yew Tree Data Consulting, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 2, 103-115

Abstract: After several delays, the end of unrestricted use of third party cookies is now drawing near, forcing all parts of the digital advertising industry to reconsider how they can drive campaign performance and inventory monetisation without gathering user data. Major browser-makers such as Google are deploying and testing technologies to replicate some of the key capabilities of cookies to enable advertisers to continue working as they have before but the industry needs to find a new way of thinking about driving campaign performance which relies less on the idea of finding the perfect audience and more on implementing a set of connected optimisation techniques that drive performance while maintaining privacy. Fortunately, recent developments in AI (artificial intelligence), especially Generative AI, provide some valuable techniques for achieving this, while at the same time improving the online experience for consumers by serving them more relevant ads that more closely match the context in which they are seen.

Keywords: AI; cookies; optimisation; targeting; creative automation; privacy; Google (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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