AI transforms personalised advertising in the cookie-less future, offering faster and smarter solutions.,First-party data and contextual advertising gain importance, enhancing user experience and privacy.,Asian marketers must prepare for the shift, with independent ad tech firms offering flexible solutions.
AI: The Game Changer in Personalised Advertising
The recent Consumer Electronics Showcase (CES) sparked a flurry of discussions about artificial intelligence (AI). As we move towards an ad-supported internet without third-party cookies, AI's potential becomes increasingly clear. With Google phasing out third-party cookies, AI steps in as the hero, promising faster and smarter ad personalisation. For more on how AI is impacting various sectors, consider "AI's Secret Revolution: Trends You Can't Miss](/learn/AI-s-Secret-Revolution-Trends-You-Can-t-Miss)."
First-Party Data: The New King
With the demise of cookies, first-party data takes centre stage. This data, collected directly from users through emails, logins, and interactions, fuels personalised campaigns. AI analyses this data to predict user behaviour, forging stronger customer relationships. According to Benjamin Arnold of Adludio, "AI gives us transformational capabilities to understand data and build stronger customer relationships." The shift towards first-party data also highlights how AI has recalibrated the value of data.
Contextual Advertising: A New Lease of Life
AI isn't just about first-party data; it also reinvigorates contextual advertising. This method analyses webpage content to deliver relevant ads. Arnold calls this "hyper-contextual relevance," where AI analyses everything from headlines to comments, dynamically matching ads and creating personalised brand messaging in real time. This approach aligns with the evolving landscape where Google AI Overviews (with ads!) are coming to APAC.
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Asia's Preparedness for the Cookie-less Future
A study by Marketing-Interactive reveals that 50% of Asian marketers rate their preparations for a post-third-party cookie marketing environment as "ineffective/highly ineffective". This contrasts with marketers in India and ANZ, who seem more prepared. The complex and evolving regulatory landscape in Asia, including new customer data privacy laws, affects how companies handle customer data and privacy. For instance, Taiwan’s AI Law Is Quietly Redefining What “Responsible Innovation” Means. A deeper dive into global advertising trends can be found in this IAB report on the future of programmatic advertising.
The Rise of Independent Ad Tech Firms
Arnold highlights the rise of independent ad tech firms in this new landscape. These players offer flexibility and transparency, acting as a counterpoint to the "walled gardens" of larger tech companies.
Embracing the AI Revolution
AI is not just hype; it's the key to unlocking personalised advertising in a cookie-less future. It promises speed, relevance, and even privacy-conscious solutions, paving the way for a more effective and engaging ad experience for both brands and consumers.
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Latest Comments (4)
This is spot on. I remember years ago, the 'targeted ads' felt a bit creepy, almost like Big Brother was watching. But now, with AI, it's actually helpful. Just last week, I was looking for a new blender online, and a day later, I saw an advert for one with free shipping. It was brilliant, saved me a search! It’s less intrusive and more about actual utility, innit?
Spot on! This piece perfectly captures the impending shift. As an Indian reader, I've seen firsthand how quickly tech is adopted here; AI-driven advertising is the next big wave, especially with privacy concerns mounting. It's high time we moved past cookie reliance.
Interesting perspective, although I wonder if this "revolutionary" AI might just reinforce existing marketing biases, especially when personalised ads are being pushed so hard. We've seen how some algorithms here in our region can inadvertently exclude specific demographics. Let’s hope this cookie-less future truly considers everyone, not just the easily targetable.
Interesting read, certainly. We've seen this "future" talked about for a while now, and AI's promise of speed and relevance is definitely alluring. My main query, though, is about privacy – how will AI navigate that tightrope, especially with the diverse regulatory landscape across Asia? One wonders if the 'personalisation' might feel a bit too much, you know?
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