The digital advertising industry is undergoing a radical transformation. On the one hand, data protection regulations are becoming increasingly strict, which is restricting the scope that previously existed. On the other hand, consumers are becoming increasingly sensitive to how brands handle their personal data. In addition, new, even stricter guidelines are only a matter of time.
So, it’s high time to look at tools that don’t rely entirely on personal data in order to deliver relevant content to the right target groups at the right time. The good news: Contextual solutions and current developments in artificial intelligence can help with this challenge.
