By: Kristina Prokop, GM Digital Audiences, Co-Founder of Eyeota
In 2023, AI took over marketing conversations. In 2024, it will take over marketing executions. The hype will fall away, and the legitimate, well-grounded capabilities that AI brings to our industry will experience a wave of accelerated adoption. A tremendous part of that adoption will be driven by the deprecation of third-party cookies.
In 2024, AI and machine learning will play a significant role in data optimization and audience segmentation in the digital media industry. As Kristina Prokop, co-founder of Eyeota and general manager of audience solutions at Dun & Bradstreet, recently told Digiday, these technologies, while not entirely new, are newly relevant and more robust than ever when it comes to their capacity to extend the value of privacy-safe data in meaningful ways across channels. They can enable predictive audiences based on first-party data, as well as more efficient campaign planning and optimization. Additionally, AI and machine learning can help marketers improve their data collection and analysis processes while providing deeper insights into audience behavior and interests.
Accelerating Analysis
The integration of AI across the marketing and advertising discipline promises to revolutionize the landscape of audience data available to marketers, ushering in a new era of enhanced quality and utility. One key factor contributing to this transformation is AI's unparalleled ability to sift through vast datasets with remarkable speed and precision. Through advanced machine learning algorithms, AI can discern patterns, identify correlations, and extract valuable insights from data sets that would be overwhelming for manual analysis. This heightened analytical capability translates into a deeper understanding of audience behaviors, preferences, and trends, thereby enriching the quality of information available to marketers.
Predictive Capabilities
Another compelling aspect of AI's impact on audience data stems from its role in predictive analytics. By leveraging sophisticated algorithms, AI can forecast future trends and behaviors based on historical data, allowing marketers to anticipate and adapt to evolving audience preferences. This forward-looking capability enables a more proactive and strategic approach to audience engagement, empowering marketers to tailor their campaigns with greater precision and relevance. As a result, the utility of audience data is substantially amplified, providing marketers with actionable insights that can drive more effective and targeted marketing strategies.
Real-Time Optimization Improvements
Furthermore, the integration of AI in data processing and analysis facilitates real-time adjustments and optimizations. AI-powered systems can continuously monitor audience interactions, campaign performance, and market dynamics, enabling marketers to make data-driven decisions on the fly. This agility enhances the utility of audience data by ensuring its relevance and accuracy in the ever-changing landscape of consumer behavior. The dynamic responsiveness afforded by AI empowers marketers to stay ahead of the curve, delivering more timely and personalized experiences that resonate with their target audiences, ultimately elevating the overall quality and utility of audience data in 2024.
AI isn’t a replacement for third-party cookies, but it’s the essential accelerant and enabler of the technologies, tactics, and processes that are ultimately going to bridge the gap. For that reason, AI will be the singular force that underpins our industry’s increased stability in 2024 and beyond.
If you want to ensure your data-driven marketing strategy is ready to greet the challenges and opportunities of 2024, Eyeota is here to help. Connect with Eyeota’s Data Desk team today!
