When you enter a website for the first time, chances are you were greeted by a pop-up regarding third-party cookies and data collection. If you choose to opt in, websites will then use cookies to collect snippets of data as you navigate their site and in turn, tailor your experience to make using their site more personal and convenient.
The modern web experience relies heavily on cookies for a lot of things. It helps websites remember who you are, and makes checking out your Amazon cart as seamless as possible. For companies, cookies help them target ads to specific demographics and create profiles of their clientele without having to rely solely on direct surveys.
While cookies are definitely a powerful tool for businesses and digital marketers, they can pose both a security and privacy risk for the end users. With the amount of data leaks and data brokers using and selling personal information, companies need to find a safer alternative to gain the trust of their users. That is where Artificial Intelligence can come in.
AI integration is steadily making its way into the workflows of many digital advertisers. With AI, companies can process multiple data formats and data sets in real-time without having to rely on cookies that store private information. This process-as-you-go model makes it so you can personalize and target customer experiences as they use the website.
Instead of needing to know your name, address, and search history to make web browsing, AI can understand your behavior and avoid identity-based advertising. This helps users remain anonymous while still benefitting from a better web experience.
The digital marketing industry has seen great strides with cookieless advertising thanks to AI integrations. Aside from addressing privacy concerns, advertisers are seeing as good or even better conversion rates. In fact, some of the biggest names in data (Google, Meta, IBM, etc.) are offering different APIs to help companies transition to cookieless advertising.
As companies continue to incorporate AI into their operations, many brands will realize just how game-changing the technology is. Aside from improving efficiency, AI will help companies regain customer trust while delivering a better personalized experience.
Discover the power of AI APIs and what they can do for your business!