The decline of third-party cookies, while not yet over, has had a disruptive impact on the advertising world, undermining long-established models.
Also in this area, first-party data has taken on a new centrality thanks to the use of advanced platforms such as Data Management Platform that allow the collection, management and normalization of audience data in order to track user behavior and define highly profiled audience segments , always with full respect for privacy.
First-party data but not only: the question of the right balance between personalization spain mobile database and privacy has been solved in the world of advertising thanks to contextual advertising , a model that consists of serving advertising relevant to the context/content in which it is displayed .
Where more traditional advertising uses audience profiling and targeting , the contextual model starts from the content in which the ad is to be placed and analyzes keywords, taxonomies and topics to enable classification.
Targeting is therefore done based on the content and not the audience .
At the basis of a good contextual advertising strategy, artificial intelligence, machine learning , NLP algorithms make it possible to analyze contextual content such as text, voice, images, metadata and geolocation in real time and on a large scale in order to deliver ever more efficient and effective campaigns.