AI introduces new opportunities for contextual advertising

10/05/2024 | MediaPost

Peter Day, CTO at Qualcast, which specialises in real-time advertising and audience measurement, has recently described the latest UK Competition and Markets Authority (CMA) quarterly report into the implementation of Google's Privacy Sandbox initiative as "happenstance" after the regulator acknowledged ongoing privacy concerns. 

Speaking about a shift in the advertising industry's tone from fear and panic to opportunity regarding Google's plan to phase out third-party cookies, Day highlighted the potential of artificial intelligence (AI) models to transform ad targeting and behavioural frameworks. The potential to use AI technology to collect, organise, and make predictions from text is "huge". Day explained that it means advertisers can gain an understanding of the meaning and topics on a web page and, therefore, reframe targeting strategies built for brand safety.

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