Shirley Marschall critiques the digital advertising industry's reliance on flawed targeting mechanisms, such as cookies and universal IDs, which have led to legal challenges and eroded consumer trust. She warns that the emergence of AI-powered hyper-targeting, while promising improved predictions, may only reinforce an illusion rather than address the underlying issues. Marschall advocates for a shift from identity-based targeting to a deeper understanding of consumer intentions and behaviors, emphasizing their variability and complexity. By recognizing diverse needs and preferences, advertisers may achieve greater relevance and effectiveness in their campaigns.
Just as the old system starts to collapse, a shiny new promise takes the stage: AI-powered hyper-targeting, claiming to predict behavior better than ever.
What if⦠this time, before we hit accelerate, we hit pause? If identity-based targeting got us here, maybe identity was never the answer.
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