Creative and Audience Modeling Should Be Front and Center

Tue, 12 Dec 2023 00:00:00 -0500
Leading Edge

The linchpin of digital advertising going forward won't be yet another form of third-party user tracking, though first-party data will play a role. In a back-to-the-future twist, it will be creative — and the AI-powered modeling that, in the absence of third-party cookies and mobile IDs, allows it to be effective.