And as far as technology is concerned? We are facing a major challenge, as the implementation of the GRPD and Google’s decision not to have cookies in Chrome, which is one of the most used browsers in the world. This is an urgent challenge for measurements and for effectiveness.
In this sense, the mobile telephone numbers australia data that advertisers have and its treatment with machine learning and artificial intelligence will have more importance. This is going to generate a dimensional leap in advertising, as is already taking place in ecommerce, in customer service, among other areas.
It must be remembered that Amazon has entered strongly with advertising with its own programmatic software, facing Google and Facebook.
Artificial intelligence tools will be accessible to all companies. Small and medium-sized businesses need the support of agencies to help them use and get the most out of them.
This technology is so disruptive that it will become a competitive factor that those who do not use it will disappear. In fact, we already have companiesAustralia Phone Number Database that have grown exponentially in recent years that use artificial intelligence massively, such as Netflix, which produces series that it knows will like and thus gets more time spent on them; or Instagram, Facebook or YouTube, which are the social networks to which more minutes are dedicated, above any other traditional medium. Everything is thanks to artificial intelligence.
The jump to the advertising level will be when the data helps to do the advertising optimization with artificial intelligence and there are still few companies that are dedicating equipment and resources to do it seriously. This is so in part because it will mean a very big change in the organization and work processes.