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Using AI to replace cookies with context

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Advertisers and publishers are scrambling to find alternatives to the third-party cookies which have been prime way of understanding audiences and their interests, but which are soon to be history. One alternative, which seems almost too obvious to mention, is contextual advertising.

Contextual advertising doesn’t intrude on audience identity at all: what the advertiser needs to know is what content is being consumed so that ads can be served appropriate to the audience which would consume that content. Easy, right? Also, as old as the hills. Soap operas, after all, got their name from the understanding that the audience watching them was the same audience which shopped for laundry soap.

AI-powered contextual advertising. But of course, the technology has changed, and contextual advertising can now be much more agile and precise. That was our takeaway from a conversation with Phil Bohn, SVP of Sales and Revenue at Mediavine, the full service ad management agency which has just partnered with contextual intelligence engine GumGum to apply AI to the contextual advertising space.

“The AI adds a layer of comfort for marketers,” he explained. “Yes we can say, we have three thousand food sites, and this is a food blog or a food article, but to drill down and find more information about it is where the AI comes in. Cool, it’s a baking article, but is it sweet, is it chicken? The kind of information an advertiser might be looking for.”

Brand safety monitoring. The GumGum tool is called Verity. It reads text (natural language processing) and also analyses images and metadata, in order to derive contextual data at scale (Mediavine has around 8,000 partner websites). It also looks at brand safety. “That’s the easy part, right?” said Bohn. “You can find ‘earthquake’ and rule that out as a page you want to place an ad on, but to look and know that there’s an earthquake cake, and put that into context, makes a big difference.”

Choosing GumGum as a partner was an unusual move for Mediavine, Bohn said. “We build a lot of our own products. We built our own video players for instream and outstream, we built our own wrapper infrastructure. So we had to talk about, is this something we build in house? We probably could have pulled it off, but it would have required quite a bit of resources.”

Integration with The Trade Desk’s UID. Another proactive response to the coming cookie-less world has been the development of persistent audience identities based on first party data collected with consent. One of the leading initiatives in this space has been The Trade Desk’s Unified ID (currently Unified ID 2.0), which is also embedded into LiveRamp’s infrastructure for use by SSPs and DSPs.

Mediavine announced this week that it’s bringing its proprietary Grow.me audience engagement framework to the party. The significance of Grow.me is that, although Mediavine has some enterprise clients, it tends to partnermainly with small-to-medium publishers — just a lot of them. As Bohn explained, users are much more ready to give up personally identifying information, like an email address, to consume content from a site like The New York Times than content from a blog.

“The rationale behind Grow.me is to build something open to scale — we’re going to open this up to other publishers, not just the 8,000 Mediavine sites — that will nudge people into giving their email address, and give them privacy tools to opt in and opt out,” said Bohn. “We have 1,800 publishers using Grow.me right now. We talked to The Trade Desk, and thy realize there’s a whole lot of sits they’re not getting first-party data from, and so we built this and became the first publisher to integrate with UID 2.0.” The first-party data made available is not the email address itself, but hashed data.

Mediavine also has an integration with LiveRamp. Grow.me, said Bohn, “is essentially going to add to the pool, and make the inventory available on those sites more valuable with the data attached to it.

This story first appeared on MarTech Today.


Author:

Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

Marketingland.com

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GOOGLE

This Week in Search News: Simple and Easy-to-Read Update

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This Week in Search News: Simple and Easy-to-Read Update

Here’s what happened in the world of Google and search engines this week:

1. Google’s June 2024 Spam Update

Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.

2. Changes to Google Search Interface

Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.

3. New Features and Tests

  • Link Cards: Google is testing link cards at the top of AI-generated overviews.
  • Health Overviews: There are more AI-generated health overviews showing up in search results.
  • Local Panels: Google is testing AI overviews in local information panels.

4. Search Rankings and Quality

  • Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
  • Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.

5. Advice for Content Creators

  • Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
  • Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.

6. New Search Features in Google Chrome

Google Chrome for mobile devices has added several new search features to enhance user experience.

7. New Tests and Features in Google Search

  • Credit Card Widget: Google is testing a new widget for credit card information in search results.
  • Sliding Search Results: When making a new search query, the results might slide to the right.

8. Bing’s New Feature

Bing is now using AI to write “People Also Ask” questions in search results.

9. Local Search Ranking Factors

Menu items and popular times might be factors that influence local search rankings on Google.

10. Google Ads Updates

  • Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
  • Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
  • tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
  • WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.

These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.

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FACEBOOK

Facebook Faces Yet Another Outage: Platform Encounters Technical Issues Again

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Facebook Problem Again

Uppdated: It seems that today’s issues with Facebook haven’t affected as many users as the last time. A smaller group of people appears to be impacted this time around, which is a relief compared to the larger incident before. Nevertheless, it’s still frustrating for those affected, and hopefully, the issues will be resolved soon by the Facebook team.

Facebook had another problem today (March 20, 2024). According to Downdetector, a website that shows when other websites are not working, many people had trouble using Facebook.

This isn’t the first time Facebook has had issues. Just a little while ago, there was another problem that stopped people from using the site. Today, when people tried to use Facebook, it didn’t work like it should. People couldn’t see their friends’ posts, and sometimes the website wouldn’t even load.

Downdetector, which watches out for problems on websites, showed that lots of people were having trouble with Facebook. People from all over the world said they couldn’t use the site, and they were not happy about it.

When websites like Facebook have problems, it affects a lot of people. It’s not just about not being able to see posts or chat with friends. It can also impact businesses that use Facebook to reach customers.

Since Facebook owns Messenger and Instagram, the problems with Facebook also meant that people had trouble using these apps. It made the situation even more frustrating for many users, who rely on these apps to stay connected with others.

During this recent problem, one thing is obvious: the internet is always changing, and even big websites like Facebook can have problems. While people wait for Facebook to fix the issue, it shows us how easily things online can go wrong. It’s a good reminder that we should have backup plans for staying connected online, just in case something like this happens again.

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NEWS

We asked ChatGPT what will be Google (GOOG) stock price for 2030

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We asked ChatGPT what will be Google (GOOG) stock price for 2030

Investors who have invested in Alphabet Inc. (NASDAQ: GOOG) stock have reaped significant benefits from the company’s robust financial performance over the last five years. Google’s dominance in the online advertising market has been a key driver of the company’s consistent revenue growth and impressive profit margins.

In addition, Google has expanded its operations into related fields such as cloud computing and artificial intelligence. These areas show great promise as future growth drivers, making them increasingly attractive to investors. Notably, Alphabet’s stock price has been rising due to investor interest in the company’s recent initiatives in the fast-developing field of artificial intelligence (AI), adding generative AI features to Gmail and Google Docs.

However, when it comes to predicting the future pricing of a corporation like Google, there are many factors to consider. With this in mind, Finbold turned to the artificial intelligence tool ChatGPT to suggest a likely pricing range for GOOG stock by 2030. Although the tool was unable to give a definitive price range, it did note the following:

“Over the long term, Google has a track record of strong financial performance and has shown an ability to adapt to changing market conditions. As such, it’s reasonable to expect that Google’s stock price may continue to appreciate over time.”

GOOG stock price prediction

While attempting to estimate the price range of future transactions, it is essential to consider a variety of measures in addition to the AI chat tool, which includes deep learning algorithms and stock market experts.

Finbold collected forecasts provided by CoinPriceForecast, a finance prediction tool that utilizes machine self-learning technology, to anticipate Google stock price by the end of 2030 to compare with ChatGPT’s projection.

According to the most recent long-term estimate, which Finbold obtained on March 20, the price of Google will rise beyond $200 in 2030 and touch $247 by the end of the year, which would indicate a 141% gain from today to the end of the year.

2030 GOOG price prediction: Source: CoinPriceForecast

Google has been assigned a recommendation of ‘strong buy’ by the majority of analysts working on Wall Street for a more near-term time frame. Significantly, 36 analysts of the 48 have recommended a “strong buy,” while seven people have advocated a “buy.” The remaining five analysts had given a ‘hold’ rating.

1679313229 737 We asked ChatGPT what will be Google GOOG stock price
Wall Street GOOG 12-month price prediction: Source: TradingView

The average price projection for Alphabet stock over the last three months has been $125.32; this objective represents a 22.31% upside from its current price. It’s interesting to note that the maximum price forecast for the next year is $160, representing a gain of 56.16% from the stock’s current price of $102.46.

While the outlook for Google stock may be positive, it’s important to keep in mind that some potential challenges and risks could impact its performance, including competition from ChatGPT itself, which could affect Google’s price.


Disclaimer: The content on this site should not be considered investment advice. Investing is speculative. When investing, your capital is at risk.

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