Marketing Analytics & Data

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More constrained in terms of the use of personal data, advertising professionals have had to return to basics: offering a contextual, creative and relevant advertising experience.

“ GDPR was the first step in terms of gambling data lebanon restoring trust. It helped the whole industry take the necessary steps ,” concludes Mike Klinkhammer.

The role of AI in the advertising model

The advertising discipline considers itself the most advanced in terms of AI integration or willingness to integrate AI solutions. Advertisers are 37% more likely to say their company is leveraging AI. They are also ten times more likely to consider advertising to be at the forefront in this area. Additionally, 40% of advertising professionals say their discipline makes the most use of AI and machine learning (compared to 4% for other professions).

All professionals agree that AI will have an unparalleled impact on the advertising industry to address large and diverse audiences. AI makes it possible to process a large number of data signals, to profile audiences and to rely on machine learning to establish correlations between audiences. AI will also enable innovation in advertising formats and distribution channels. Thus, 22% of professionals believe that bots will improve advertising campaigns and user experiences.