Could context-based data solve privacy concerns in advertising?
CONSUMER PRIVACY concerns have been on the uptrend globally, and the sentiment was further amplified after the European Union’s General Data Privacy Regulations (GDPR) went into effect last year.
The use of consumer data, as well as the deployment of data management platforms (DMP), are under unprecedented levels of regulatory scrutiny.
In the United States, the state of California has recently passed the California Consumer Privacy Act (CCPA) which will require enterprises to disclose the data they collect and provide consumers with the right to request that it be deleted.
This heightened focus on consumer privacy has also led to increased awareness among US consumers about the ability to opt-out of marketing or advertising campaigns, which poses a massive challenge for marketers and advertisers everywhere.
However, these issues could be addressed by using technology that is less invasive than the current ad targeting methods.
Using AI to leverage context-based data
The truth is, even consumers are probably not too keen on being bombarded with blanket marketing campaigns, untargeted ads, and being exposed to irrelevant and spam messages.
Delivering personalized campaigns and ads must remain the ultimate goal for all advertisers and marketers, but is it possible to do so without invading consumer privacy?
The answer lies in using AI-powered platforms to make use of context-based data. Context-based data platforms essentially use AI to analyze and categorize social media videos, website content, and other content.
These classifications could then be used to match the consumer of the content with relevant and personalized ads and marketing campaigns, without the need for individual consumer data.
For example, a user could be watching a video on fashion, and the platform will analyze the video in realtime to derive useful metadata, which then is used to deliver ads that are pertaining to a fashion retailer.
While it may not seem like a big data, it is important to note that metadata was not provided by the user’s browser, nor video streaming host, but obtained using real-time analysis.
The benefits of using AI in digital marketing is well known and many businesses have already deployed or explored the use of AI in marketing.
Overall, AI helps marketers and advertisers enhance the effectiveness of campaigns without violating consumer privacy.
In other words, using AI platforms allows them to deliver personalized ads without the need for personal data. It’s the ultimate solution for marketers and customers alike.
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