May the Fourth Era of Advertising Be With You

The democratization of AI techniques

While AI and machine learning techniques have been utilized in marketing for over a decade, the growth of content-generating AI and the democratization of AI techniques have revolutionized the field. Previously, leveraging these technologies required advanced computer engineering capabilities.

However, the availability of user-friendly, natural language query-based AI technologies has opened doors for anyone to utilize AI tools. Although computer engineering expertise remains advantageous, the accessibility of AI applications will accelerate adoption even further.

Disruption in media consumption

The integration of AI into search engines poses a potential disruption not only to the dominant media platform but also to the amount of time spent browsing websites. If consumers can obtain the content they need directly from AI-powered sources, the need for extensive web browsing may diminish.

Consequently, advertising strategies will need to adapt, with ads integrated into AI outputs and video feeds instead of search results or web banners. This shift will give rise to new advertising opportunities while potentially rendering some traditional avenues obsolete. Furthermore, legal battles over content ownership are likely to emerge as the industry adjusts to this evolving landscape.

Privacy and identity in an AI-driven world

The industry’s attention is focused on Google’s plans to sunset third-party cookies, following in the footsteps of Apple devices and browsers. However, broader disruptions may overshadow this transition, making the loss of cookies a mere sideshow.

Privacy will undoubtedly remain a critical concern for the future, but it is essential to consider limiting how sensitive data can be utilized by AI tools and technologies. Striking a balance between privacy and AI-driven innovation will be vital to ensure ethical and responsible practices.

Look back to progress forward

As the online advertising landscape continues to evolve, it is crucial to reflect on past predictions and adapt to emerging trends. The fourth era of online advertising has seen significant progress, with media transactions predominantly occurring through online platforms.

The rapid advancement of AI has revolutionized the marketing industry, democratizing access to powerful tools. Media consumption habits are shifting, necessitating the integration of advertising into AI outputs and video.


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