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Marketing Technology

On today’s episode, host Bill Fisher is joined by analysts Paul Briggs, Evelyn Mitchell, and Carina Perkins to discuss the global state of data protection five years on from the introduction of the General Data Protection Regulation (GDPR), and what lies ahead as regulators get to grips with the rapidly evolving AI space.

Coca-Cola helps usher in an era of generative AI advertising: The brand recently told marketers that it believes AI is much more effective than Web3.

Concerns surrounding privacy are high, which could weigh on marketers’ efforts to target consumers. US adults under 30 are slightly less concerned (66%) than older consumers about the use of personal information for targeted digital ads, according to the Out of Home Advertising Association of America and Morning Consult.

ChatGPT and generative AI will transform marketing. Advertisers can use the tech now to help create campaigns, from research to output to iteration. “Nobody should be doing [marketing campaigns] fully manually,” said Mike Kaput, CCO of the Marketing AI Institute. Here are the steps to use AI to build campaigns.

“[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel. As AI matures, it will become more specialized, automating mundane tasks, ushering in personalization, and changing the way consumers, retailers, and marketers use the internet. Here are eight predictions for that not-so-distant future.

Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.

Unreported attacks could lead to fines and penalties from government regulators, legal liability for damages to the victims, and an increase in future breaches.

Should brands trust Meta’s generative AI? The company promises to release easy creative advertising tools, but the tech has landed companies in large legal battles.

Tying multiple online, offline, and device IDs to a single person was always complex and costly, even when third-party cookies and mobile identifiers were commonly accepted tools. As legacy identifiers continue to erode, the costs to target and track users’ digital activity have only risen.

Marketers shouldn’t be waiting for Google to make a move on third-party cookie deprecation or for more privacy laws to come down the pipeline; they need to start exploring the complex landscape of identity solutions now, combining deterministic and probabilistic approaches to achieve maximum effectiveness.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

With a clear understanding of consumers’ preferences and intent, marketers can identify and target the best audiences and effectively activate their campaigns against that behavioral data. In this video, Claritas’ Barney Marvin, senior vice president of digital, shares how audience segmentation can improve the customer experience and increase lifetime value.

Roblox’s ad struggles show the metaverse’s waning importance: Advertisers may choose to stay away from the platform thanks to new rules limiting exposure and restricting content.

Data’s role in creating a seamless customer experience has never been more important. But adding in a human element can help your data analytics strategies reach their full potential. Thomas shares how Stich Fix is blending data science with client feedback to create a better experience for shoppers.

It partnered with OpenAI on a ChatGPT plugin to offer users personalized shopping recommendations.

Brands are scrambling to incorporate generative AI into their strategy to stay ahead of the curve. But according to our analysts, AI’s current uses are just the tip of the iceberg. We dig into some recent AI innovations (including Snapchat’s AI chatbot and GPT-4) and predictions for the tech’s evolution.

Fifty-six percent of marketers in North America said that in-depth analytics drives their data clean room strategies, according to the CMO Council. Other leading drivers included the ability to measure campaign results (54%) and ease of data integration (52%).

It can be challenging to earn customer loyalty as consumers often favor the least expensive, most convenient options. Caleb Pearson, Vice President, Media and Digital for US Marketing, McDonald’s, shares how McDonald’s uses customer data to keep consumers coming back.

As mobile networks grow and improve, consumers adopt more 5G devices. This, in turn, encourages telecoms to continue their 5G investments and try to get an edge over the competitors with services that meet 5G’s early hype.

On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.