Predictive-AI can replace walled gardens

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 29, 2021, 1:37 PM UTC

AI-predictive models leverage machine learning algorithms to collect data from multiple online destinations in real-time.   

Innovation in predictive analytics and AI has opened a lot more digital targeting options for advertisers. Moreover, with Google withdrawing support for third-party cookies, advertisers are now implementing machine learning algorithms to be less dependent on Google and other companies with online communities.

Equifax, for example, is now working with Quantcast to serve ads closer to where the original content is created and consumed. Quantcast CEO Konrad Feldman notes that serving ads closer to original content ads reduces advertisers dependency on walled online gardens.

Predictive analytics models further enable the original publishers to retain a more significant share of the advertising revenue. Walled gardens aid large-scale targeting cost-efficiently; Al and advanced analytics capabilities integrated with digital advertising can help marketers narrow their audience segments.

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