Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google’s disabling of third-party cookies to 1% of all Chrome users has roughly affected 30 million browser users. This is the first step in their plan to remove tracking cookies for all users in the second half of 2024. This action will have a major impact on marketers and their ability to target users.
This action has presented a major test for agencies and brands about how they can adapt and succeed in an eco-system which will fundamentally and irrevocably change. One exciting innovation, which has become increasingly useful over the last year, could present a solution: AI.
Why could AI help?
Over the last year, AI, through Chat GPT, has generated much excitement. Not only this but many have found AI extremely useful in lessening workloads and supporting creative production such as ads or copy. Consequently, there is a belief that the technology could provide a solution to Google’s cull.
AI can analyse a consumer’s digital footprint online such as which sites they’ve visited, and how and why they’ve bought certain products. Using AI to interpret these patterns of behaviour can help advertisers create bespoke marketing plans for consumers, and plug the hole previously occupied by third-party cookies.
The power of AI
AI technology is capable of filtering and evaluating data with expedience and accuracy which will allow marketers to combat the loss of cookies The expectation is that AI can offer a level of understanding through transactional intent and contextual intent.
Are there any limitations to AI replacing third-party cookie data?
AI can and likely will be an integral tool in a marketer’s arsenal moving forward, however, they require three key elements to succeed; excellent first-party data, the infrastructure to process this data and a team of analysts or data scientists who can develop said data.
Furthermore, some concerns about using AI in coordination with your data may have legal risks relating to IP infringement, confidentiality and certain sector regulations. However, the expectation is that AI can energise a marketing campaign going forward and therefore all agencies, brands and marketers, in general, should be thinking about how they can utilise this tool.
