Adtech, with all of its hyper-granular tactics, emerged in the age of big data. Meanwhile, industry trends have steadily marched towards a world where user privacy and limited data collection would become the norm. As we enter a new phase of privacy-centric digital marketing, what will become of the data-rich AI technologies much of the industry has come to depend on? What role does AI play in a world where only “small” data is accessible for most of the available audience?
During this session, Dstillery’s Chief Data Scientist, Melinda Han Williams, and AdWeek’s Media Editor, Lucinda Southern, explore the evolving role of AI in marketing through the lens of Dstillery’s ID-free Custom AI solution, reaching audiences with no identifier, profile, or user history of any kind. Melinda discusses how technological developments over the last decade have allowed AI-based audience targeting to grow from sifting through massive amounts of granular, individualized data, to understanding behavioral intent, even with limited available data.