The company’s SMART platform will make use of AI to manage persona, a proxy for a brand’s target audience
Digital advertising solutions CloudCommerce has announced that it will use artificial intelligence (AI) technology to address Google’s newly released ad-targeting restrictions.
The company said ad-targeting firms such as The Trade Desk, Magnite and Criteo are being severely impacted by the new restrictions.
CloudCommerce’s AI-driven SWARM platform is designed to provide a novel approach to ad-targeting firms to solve the problems caused by Google’s new rules.
Google has announced that third-party cookies will be phased out soon.
The search engine giant has also promised to take steps to make it difficult to replace cookies with alternative user-tracking technologies.
Google product management, ads privacy, and trust director David Temkin said: “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”
Ad-targeting firms depend on third-party browser cookies for their data gathering and organization efforts. Third-party browser cookies are particularly useful when ad campaigns are shaped around the specific browsing behaviour of specific web users.
Google has also announced that it will introduce new privacy controls for Chrome browser in April, as the initial step toward deeper privacy protections by default.
CloudCommerce CEO Andrew Van Noy said: “We believe that our SWARM platform will deliver a solution that will overcome this problem caused by Google while still ensuring the privacy of users.
“Why? Simply because SWARM does not rely on the use of browser cookies.”
The company’s SWARM platform will make use of AI to manage persona, which is a proxy for a brand’s target audience.
Van Noy added: “We are convinced that personas will replace cookies. Our approach is unique, and we believe that it will be disruptive in the ad targeting and ad buying process.
“Not only will our AI-driven SWARM platform overcome the new challenges posed by the actions of big players, such as Google and Apple, but it will ensure user privacy and lead to lower advertising costs.”