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How Deep Learning Can Shape the Future of Digital Advertising

Are you ready to embrace the future of digital advertising? Since Google moved the upcoming deprecation of third-party cookies to 2023, marketers have a little more time to get ready for the post-cookie future. Even so, the sooner advertisers begin implementing new solutions, the easier it will be to continue to effectively target and engage their audience as they move across digital channels once Google finally pulls the plug on cookies for good.

As brands pivot to a privacy-first approach both in response to Google’s action and to meet evolving consumer preferences, they need to figure out how to reach consumers with the right message depending on objectives that support the brand’s marketing strategy. To do this, they need to embrace cutting-edge technologies that enable them to return to their proverbial roots, so to speak, and make use of contextual advertising in a cookieless world.

And this is precisely where Deep Learning takes center stage in deciding the future of digital advertising.

What is Deep Learning and how does it work?

Deep Learning is a machine learning discipline that uses neural networks that attempt to mimic the way humans think. The difference between Deep Learning and Machine Learning is relatively straightforward: whereas Machine Learning works out the best combination from pre-programmed rules and patterns, Deep Learning encourages computers to think like humans — which includes the ability for algorithms to recognize patterns on their own, once goals and key outcomes have been set. By analyzing large swaths of data rapidly, Deep Learning algorithms can make decisions and predictions as autonomously as you and I. And the more layers the Deep Learning algorithm has, the more accurate its predictions become, and the stronger its decision-making capabilities are.

As we move closer to the cookieless future, it won’t be as easy to create highly detailed user profiles about individual consumers. Using Deep Learning, however, offers a real solution of combining granular first-party data with cohort aggregates to keep effective advertising on a consumer’s device. This enables advertisers to more or less continue using effective marketing strategies they’ve used for years — just with more anonymized tactics. 

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Similarly, with regards to contextual targeting, Deep Learning allows the solution to go far beyond general information when analyzing a website. It can scan each article separately and record data including pictures, keywords and even phrases within a text. This data is then analyzed by Natural Language Processing algorithms, which determine the importance of keywords and assign the site to the most relevant category or categories. 

Why is Deep Learning a game-changer for advertisers?

From a high level, there are three main reasons why Deep Learning will transform the results advertisers get from their investments in digital channels:

Future-proof your operations and prepare for the cookieless future

The countdown to the cookieless future is ticking, meaning advertisers need to find new ways to engage effectively with their consumers without the use of third-party cookies. Deep Learning does just this by allowing advertisers to leverage technology and engage the right customers at the best times with the most persuasive creative – enabling them to drive revenue in the cookieless future.  

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Personalization without compromising on privacy

It’s no secret customers today expect personalized experiences. Yet at the same time, one recent report found that 86 percent of consumers are skeptical about data privacy, with 78 percent of them expressing legitimate fear over what data is collected and how it’s put to use.

Using Deep Learning, it’s possible for advertisers to continue to deliver privacy-first, personalized experiences. Indeed, this approach strikes the perfect balance between the desire for personalization and the increasing expectations around privacy.

Better results over time

One of the best things about Deep Learning is that the algorithms get smarter over time, without any human intervention.

Since Deep Learning algorithms can analyze an enormous amount of data rapidly and detect patterns on their own, they’re able to find things that humans simply can’t — whether that’s an odd pattern that’s never been seen before or an opportunity to target an audience in near real-time because of various events performed by an interest group of individuals. 

With Deep Learning, advertisers can expect increasingly better results over time, as the algorithms will never rest on their laurels.

Deep learning: The cornerstone of your digital advertising strategy

While there’s still time before cookies disappear from the internet, the sooner your advertising team embraces a new approach to targeted outreach, the faster you’ll be positioned to deliver results in the future.

With a powerful, Deep Learning solution in place, advertisers will be able to more effectively engage the ideal customers at the best times — all without any heavy lifting on their end. 

What’s not to like about this future of digital advertising?

[To share your insights with us, please write to sghosh@martechseries.com]

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