Recently, the digital marketing industry has faced upheaval as Google’s timeline for phasing out third-party cookies remains fluid. After receiving backlash for total deprecation by late 2024, Google has announced further delays, meaning advertisers are left uncertain about their position. These cookies, used to track behavior across multiple sites, have been vital for cultivating a smarter, more focused advertising landscape. However, it also raised concerns regarding user privacy.
As a result, regulations like the European Union’s General Data Protection Regulation (GDPR) have made it more difficult and expensive to acquire customers online, with many companies exhausting their marketing budgets within the first quarter. The impending phaseout of third-party cookies means advertisers require innovative solutions to readjust and thrive.
Fortunately, the rise of artificial intelligence offers a lifeline for advertisers. According to Klickly, AI may be a great solution for customer growth while the environment continues to evolve. The capability of AI to process data and create valuable insights is unmatched, granting advertisers access to previously undecipherable data aggregations. AI also streamlines the customer acquisition process by identifying potential customers and targeting them more effectively, predicting customer behavior to improve conversion rates, enhancing lead-scoring mechanisms, and optimizing marketing campaigns in real time.
Companies like Klickly are at the forefront of modern AI, harnessing its powerful capabilities. Klickly utilizes a proprietary full-funnel consumer data engine that processes over 10 billion events, mapped to millions of consumers. The funnel is used to unlock commerce insights and drive revenue for brands. Through AI, the company is better placed to predict which customers are most likely to purchase and when they’re ready to do so. According to Klickly, Artificial Intelligence has helped the platform identify underlying merchant sales of over $1.2 billion annually, demonstrating its efficacy in driving distributed commerce.
Advertisers and brands seem willing – and even eager – to adopt AI-driven services. Klickly has witnessed a large increase in brand adoption and outsized performance results. More specifically, a brand producing protein powders and mushroom-based coffee saw more than a 50% increase in quarterly revenue after adopting Klickly’s solution. Similarly, a skincare brand averaged 4x returns across thousands of orders since adoption.
The results achieved by these companies using an AI-powered platform reveal that there are effective solutions other than third-party cookies. Companies must adopt new, forward-thinking approaches to marketing while the e-commerce landscape continues to evolve. Leveraging AI’s capabilities can help to ensure the efficient use of resources in a fast-developing and highly competitive market.
