Advertisers leverage AI for personalized data
There is a dramatic increase in digital harassment from the advertising community for promotional purposes
When you are looking for something online, for example a saree, it is not uncommon to see advertisements for saree sales and discounts on every site you subsequently visit within the next few days. there’s a technology that’s actually going on behind the scenes to get those ads running.
It is artificial intelligence that is changing advertising, allowing marketers to communicate more personally with their target audience. With the latest OpenAI GPT-3, AI is getting the attention it deserves for writing emotive TV scripts and targeting smart ads using facial recognition. In each of these scenarios, AI helps advertising professionals with intelligence-driven big data, providing far more granularity than legacy systems.
Targeted online ads use data from your browser to make marketing more personalized. Special algorithms then examine your website visits and searches over time to predict your preferences and display advertisements that may be of interest to you.
While creative AI grabs the headlines, some of the best AI technologies work quietly in the background. Media planners are taking advantage of this exciting technology to aggregate a variety of data sets from different channels both traditional and digital. Once internal data resulting from product launches, promotions and external factors such as seasons and trends become more widely available across campaigns, disruptive AI technology awaits to be harnessed to generate the following wonders in the advertisement :
Online advertising has been around since the early days of the internet, but has become much more sophisticated in recent years. The ads we see today are often the product of digital harassment as companies try to track our every browsing move. Digital harassment? How does this happen in the first place?
The answer is simple “behavioral reinforcement”. Companies try to retarget users who have already seen their products on a website. If you don’t buy the product at first, these companies use a concept called “ad remarketing” to re-target you by showing you these products again and again. Personalized advertisements are the result of cookies and an IP address. Cookies are text files in your browser that track information you have searched for. Your IP address is like your home address and indicates where you are. The balance between the two is what gives information to advertisers.
Many of you may have heard of web cookies: small text files that websites you visit store on your computer. Using web cookies, a website can track your online activity, find out how long you have spent on the site, keep your login session open, remember the language you have chosen to view it in or other customizations, etc.
Your unique fingerprint
A very aggressive way to track users, fingerprints are far more sophisticated than cookies and harder to avoid. The process uses a script to collect information about a device: device type and operating system (PC, iPhone, iPad, Android, Blackberry, etc.), browser extensions installed, version of common plugins such as Java and Flash, character encoding, language, time zone, screen resolution, list of installed fonts and much more.
All of this information together is used to create a unique identifier for a device. Even if a person bought two identical devices and powered them for the first time in the same place, thus creating identical fingerprints, the fingerprints would diverge after only a few hours of use and personalization by different people.
When you create a profile on a social networking site like Facebook, you probably enter information about your age, religion, education, political views, interests, and favorite movies, music, and books so that your friends can better to know you. What you may not know is that these sites also use this data to serve you personalized advertisements. For example, if you list one of your interests as “board games”, don’t be surprised to see ads for Scrabble, Monopoly or Life.
Want to stop targeted ads? Start now
Start by disabling cookies and Facebook ads.
You can use a browser plug-in to limit data tracking. For example, Mozilla launched a Firefox browser plug-in, called the Facebook Container, which helps control how much data the social media company can access.
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