If you follow the debate on the use of personalized advertising, two topics keep coming up: Cookies and >span> artificial intelligence (AI). While cookies are the technical basis for the delivery of personalised advertising, the AI aims to optimise advertising. In this context, the question arises as to what targeted advertising on the Internet should look like in the future, as cookies are gradually becoming obsolete.
Viani clearly sees the use of AI as a way to keep people in the strategy development. AI can assist in the implementation of advertising, but it is up to the individual to assess, evaluate and, if necessary, rethink this strategy. Also with regard to the creativity aspect, the human being remains responsible: "Creativity, emotions and the development of interesting messages remain with the human being, in my opinion. Production, optimization and control of advertising media and campaigns will change under the influence of AI," says Viani.
Where the journey finally goes, cannot be answered here. However, platforms on which users and consumers can register to configure individual advertising according to their interests are in the starting blocks. With the provider netID the user can inform himself about where and by whom his data is stored and if necessary delete it via his personally created login. This confronts the user with his surfing behaviour and sensitizes him with the data that the system stores using his surfing behaviour. At the same time the topic of relevance is covered.