Words of experts, the situation proposes

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Moving segmentation to other data sources, such as towards new contextual approaches that centralize the needs and expectations of users at the exact moment of interaction, enabling powerful end-to-end campaigns in the sales funnel.” 2. Contextual personalization will make up for the lack of cookies It is a strategy that analyzes online browsing contexts so that, based on them, online advertisements can be directed to the consumer. Although this type of segmentation has gained prominence with the goodbye of cookies, we are not talking about something new . In the past it was applied through a simple association of keywords, now algorithms created by Artificial Intelligence (AI) indicate the contexts of the comparator.

RTB House explains that “ this generates levels of personalization never seen before, creating spaces conducive to longer-lasting brand-customer relationships and increasing buyer commitment .” This is thanks to the fact that AI algorithms make much more accurate decisions achieved “ balancing the context of the page, the communication objectives, and the Phone Number List content of the banner or video that will be displayed." When such automation comes together in the banner customization process, contextual segmentation elevates the customer experience. This will not only make up for the absence of cookies, but also proves to be 50% more efficient than campaigns developed with conventional machine learning.

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Brand image will be taken care of in the digital environment We have already heard about those ads that appear in negative contexts for the brand or the image it wants to project, which even harms the effectiveness of the campaign and even the reputation of the advertiser. Preventing this will be one of the digital advertising trends in 2022. Taking care of the brand's image in the digital context will be the key and for this there will be strategies focused on brand safety and brand suitability, which will guarantee that the consumer has a positive experience. The technique to be applied proposes to analyze the primary data referring to the URL where the advertisement will be displayed; algorithms capable of analyzing the information contained in that address (categories, topics and keywords) will also help.