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by | Feb 6, 2024 | Content, Market, Technology | 0 comments

How do you illustrate Siprocal’s innovative hyper-targeting with AI? Think NASCAR … 

Pro tip for anyone who buys or sells advertisements online:  “Watch a NASCAR race,” says AI (artificial intelligence) guru Tracy Malingo. 

Targeting consumers on platforms like connected TV or mobile devices and apps in a post-third-party-cookie world requires robust first-party data collected in transparent, reimagined ways.  

And NASCAR is all about first-party data, says Malingo. The motorsport’s use of data points is cutting edge, and, for savvy ad servers, the strategies might ring a bell. 

For example, the 200-mph racecars are equipped with systems that collect real-time data during a race. These systems monitor various parameters, including engine performance, tire pressure, fuel consumption, etc. This data is transmitted to the team’s pit box – again, in real time – for analysis. 

Sound familiar, online marketers? 

NASCAR teams use sophisticated software to analyze the collected data, identify trends and make data-driven decisions about car setup and strategy. All of this data collection and analysis allows the teams to fine-tune their cars and make strategic decisions during races. 

“NASCAR is the perfect use-case of how to utilize performance and data components to leverage AI in a way that drives great results,” says Malingo, COO and Chief of Staff at Siprocal, a global distribution and engagement platform that connects advertisers, brands and publishers to highly sought-after audiences. 

“Now you can get very close and have good results with first-party data or sets of data, but the more related inputs and intents you have, and the more precise and specific you can be on the outcome you are driving for, the better. So certainly, first-party data is part of the holy grail, but enriching it with additional third party and situational data drives even more meaningful outcomes.” 

The checkered flag here is this: The ones with the best data – and not so much the heaviest foot – win every time. 

“Now you can get very close and have good results with first-party data or sets of data, but the more related inputs and intents you have, and the more precise and specific you can be on the outcome you are driving for, the better. So certainly, first-party data is part of the holy grail, but enriching it with additional third party and situational data drives even more meaningful outcomes.” 

Following the eyeballs with AI 

Much like NASCAR, modern marketers are leveraging AI and first-party data to navigate the advertising landscape’s latest evolution. Gone are the days of one-size-fits-all advertising. Today, consumers expect personalized content that speaks directly to their individual needs and interests. 

AI-driven personalization is revolutionizing advertising by analyzing massive datasets to enhance targeting, optimize campaigns and user specific relevant content. It can help predict consumer behavior and automates ad placement by noting what people view and engage with across various digital touchpoints, such as websites, social media and mobile apps.  

In other words, the personalization empowers brands so they can tailor their content to deliver the right message to the right person at the right time. 

“When we understand personalized information, we can provide actionable content to people in an intelligent way, based on other applications and preferences,” says Malingo. 

“For example, lets look at mobile gaming applications and experiences, an area that is driving the highest mobile advertising spend. By understanding how they’re using their device, other applications engaged, and couple that with content they’re watching on their connected TV – and we can target those individuals with games of preference that they would be likely to play. So, the underpinnings of all that is the data – and by applying intelligent predictions and contextual inference; that’s how AI wins the race at the end of the day.” 

It’s this comprehensive approach that ensures the information, ads and calls-to-action are contextually relevant and tailored to the individual, which increases the chances of reaching the right consumer at the right time. 

“Performance is all about driving business value, so, in order to be performant, it must drive extraordinary results and meaningful return on investments for advertisers and brands,” says Malingo.  

“And to do that, you need to have techniques and capabilities that allow you to go wherever those eyeballs are. So we are using and leveraging AI to be able to target in a way that is predictive to the right audience, at the right time, so they will take the right action.” 

What about privacy? 

While AI-driven advertising offers mind-blowing opportunities for personalization and engagement, it also comes with a responsibility to respect individuals’ privacy and foster transparency in the process. As advertisers harness the power of data to reach their audiences effectively, they need to strike a balance between delivering tailored content and respecting user information. 

Advertisers need to be on the up-and-up when it comes to their data collection practices. They need to explain to users what information is being gathered, how it will be used, and what benefits users can expect in return.  

“Our entire team is passionate about two things: performance in the definition of driving business results for our partners and our customers, and the transparency that supports that,” says Malingo. 

“When you think of AI, and you think of advertising performance in some cases, there’s always a little bit of a black-box component that is in that. So, from a transparency standpoint, how do you make sure you can expose the intent of leveraging AI and how you’re making those decisions and inferences so that people can understand how we’re automating and where we’re targeting and what that looks like.”  

And again, Malingo says, respecting an individual’s online privacy is ethically imperative for the advertising industry. 

“The takeaway is that advertisers who prioritize these principles not only comply with regulations but also foster trust, loyalty and positive user experiences. And in the race to capture the audience’s attention, respecting their privacy is a winning strategy that ensures long-term success,” she added. 

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