Brands continue their race to adopt new and transformational technologies. Increasingly brands are able to leverage data to create predictive and performance enhancing models through the use of artificial intelligence and machine learning. AUDIENCES provides the fast-track for activating these model outputs across the advertising eco-system enabling these powerful insights to inform media buying at scale.
The adoption of cloud platform technologies such as AWS, GCP & Azure has acts as the perfect springboard for brands on the cusp of rolling-out artificial intelligence. These platforms come with a range of approaches for pre-built and bespoke modelling enabling a spectrum of brands with diverse data capabilities to gain benefits from applying algorithms to rich customer data. Whilst the result of such endeavours may be market competitive insight there are many leading brands taking immediate action within their advertising activities.
Leaders across data, analytics and broader marketing & technology are prioritising the creation of AI & ML driven modelling with customer data assets. According to Forrester’s Data and Analytics Survey, 2022, 73% of data and analytics decision-makers are building AI technologies and 74% see a positive impact on their organisations from the use of AI.
73% of data and analytics decision-makers are building AI technologies
Due to customer data most often being keyed against powerful 1st party identifiers such as email address and/or telephone number there are numerous opportunities to activate model outputs directly into paid media, informing bidding strategies across search, social, programmatic and connected TV. Whether directly targeting customers or utilising sub-segments to fuel look-a-like activities these are effectiveness and reach driving. Paid media is an exciting channel for activating these advanced consumer oriented data assets and AUDIENCES allows this to happen in a zero-risk data privacy & security approach.
AUDIENCES is positioned to enable advertisers to leverage Google's latest product innovations in a privacy-first and security-safe manner. Today, leading brands are applying 1st party data to deliver exclusion, inclusion and look-a-like oriented campaigns at scale.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data
(Image courtesy of Google)