Fabio José Arnau Gallardo, VP of Performance at Seedtag, discusses the transformative role of AI-powered intention models in advertising. These models are crucial in enhancing contextual targeting, which has progressed from simple keyword techniques to advanced user profiling through embeddings. Understanding user intentâwhether they seek informative, navigational, or transactional contentâis challenging yet vital. Traditional targeting methods suffer from privacy regulations and signal loss. The article highlights how predictive AI models are pioneering a more effective, privacy-conscious advertising future by accurately reflecting user search behaviors and preferences.
Advanced predictive AI models can replicate human search behavior effectively, enabling targeted advertising based on user intention, rather than merely on demographics or previous interactions.
The evolution of contextual targeting from keyword-based techniques to sophisticated user intention models signifies a shift towards a more privacy-aware advertising landscape.
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