The elimination of cookies will have a major economic impact. According to Sara Garrido, sales director of Sizmek by Amazon, companies that don’t manage their own data will have to plan technological solutions and targeting strategies.
“With regard to targeting, I’m sure there will also be a big change thanks to artificial intelligence (AI). The technology will allow the new solutions to advance so we can be much more effective at determining where similar conversions and audiences are to be found,” Garrido said.
The statements by Sara Garrido form part of the April edition of FastFWD