3 ways artificial intelligence will save adtech

Assuming Chrome does not push back its removal of cookies, 2023 will likely be the end of the already constrained cookie-based targeting era. Growing solutions such as universal IDs and first-party publisher data show promise, but the reality is that the adtech industry will also need to refine the ability to target and measure performance in the total absence of user-level signals – a task AI can help with. One of the more promising solutions for this future lies in AI's ability to create lookalike models for brands based on smaller sets of known users that do perform well. In some ways, AI has already been creating lookalike modeling for cookie-based targeting, just using a different set of audience data that will soon be much more scarce such as demographics, behaviors and interests. The good news is there are many privacy-compliant signals available including the type of website or app, geography, type of device, time of day, local weather, dominant political or other attributes of the region, keywords on the page, sentiment of the page and time on page.