Beyond its initial application in audience targeting, custom AI is revolutionizing various aspects of digital advertising, from lookalike audiences and bidding strategies to measurement and optimization. Its most profound impact, however, lies in infusing campaign objectives into automated decision-making across marketing organizations, heralding a new era in contextual advertising strategy.
The latest advancement in this evolution is fully customized targeting designed for the cookieless web. This approach employs custom AI to build campaign-specific machine-learning models using first-party data and contextual signals.
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