March 05, 2021 13:46 ET | Source: CloudCommerce, Inc.
SAN ANTONIO, March 05, 2021 (GLOBE NEWSWIRE) — CloudCommerce, Inc. (CLWD), a leading provider of digital advertising solutions, today announced that its AI-driven SWARM platform will rely on a novel approach to overcome Google’s newly released ad-targeting restrictions that are hitting hard at ad-targeting firms such as The Trade Desk, Magnite and Criteo.
Shares prices of many companies that specialize in targeted online advertising declined this week. Ad-buying platform leader The Trade Desk sell-side specialist Magnite and ad retargeting expert Criteo were hit especially hard.
Market watchers attributed much of the decline in share prices to news from Google that it will soon begin restricting the way that data is used for ad campaigns.
Ad-targeting companies such as Criteo, The Trade Desk and Magnite rely on so-called third-party browser cookies for their data gathering and organization efforts, particularly when ad campaigns are shaped around the specific browsing behavior of specific web users. Google’s announcement that third-party cookies are going away someday soon was very bad news for the ad-targeting industry. Further, Google took the next step of promising to make it harder to replace cookies with alternative user-tracking technologies.
“Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” said David Temkin, Google’s director of product management, ads privacy, and trust. Further, Mr. Temkin suggested that workarounds such as user tracking by email addresses will eventually fail as users demand tighter browsing privacy under an evolving regulatory framework.
Google also announced that its market leading Chrome browser will feature new privacy controls in April as the first step toward deeper privacy protections by default.
“We believe that our SWARM platform will deliver a solution that will overcome this problem caused by Google while still ensuring the privacy of users,” said Andrew Van Noy, CEO of CloudCommerce. “Why? Simply because SWARM does not rely on the use of browser cookies.”
Mr. Van Noy, continued, “Instead, SWARM uses AI to manage “personas” which will now become more important than ever for targeting purposes. Cookies are dead. Also, our use of personas will overcome another challenge for the ad targeting industry created by Apple as soon as it releases its next operating system that will ask users to opt in to share their location on every mobile app. As a result, location data will decrease significantly to the point where it won’t be scalable.”
A persona is a proxy for a brand’s target audience. A proxy represents someone who has the same interests, priorities and concerns as the brand’s buyers. Within the brand’s target market, there are several ideal customer profiles, and each ideal customer profile could have a multiple number of personas. Developing these personas is based on extensive research and requires the use of artificial intelligence and machine learning tools.
For brands of all types, artificial intelligence will make buyer personas more valuable than ever by making them more accurate and personalized. How? By inventing how persona building works, including:
- AI platforms are capable of collecting and analyzing prospect and customer data at massive scale.
- By delivering accurate, human-like associations from a vast array of data.
- Fine tuning the digital experience for customers.
- Continually update all personas in real time.
- Automating the entire process.
- Interface with existing marketing stacks.
Mr. Van Noy concluded, “We are convinced that personas will replace cookies. Our approach is unique, and we believe that it will be disruptive in the ad targeting and ad buying process. Not only will our AI-driven SWARM platform overcome the new challenges posed by the actions of big players, such as Google and Apple, but it will ensure user privacy and lead to lower advertising costs.”
For more information about AiAdvertising, please visit the Company’s new website at www.AiAdvertising.com.
CloudCommerce is a leading provider of digital advertising solutions. Our flagship solution, SWARM, analyzes a robust mix of audience data to help businesses find who to talk to, what to say to them, and how to market to them. We do this by applying advanced data science, behavioral science, artificial intelligence, and market research techniques to discover, develop and create custom audiences for highly targeted digital marketing campaigns. For more information about the Company, please visit www.CloudCommerce.com.
This press release may contain “forward-looking statements” within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements are neither historical facts nor assurances of future performance. Instead, they are based only on our current beliefs, expectations and assumptions regarding the future of our business, future plans and strategies, projections, anticipated events and trends, the economy and other future conditions. Because forward-looking statements relate to the future, they are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict and many of which are outside of our control. Our actual results and financial condition may differ materially from those indicated in the forward-looking statements. Therefore, you should not rely on any of these forward-looking statements. Important factors that could cause our actual results and financial condition to differ materially from those indicated in the forward-looking statements are included in our filings with the Securities and Exchange Commission, including the “Risk Factors” section of our annual report on Form 10-K for the year ended December 31, 2019. Any forward-looking statement made by us in this release is based only on information currently available to us and speaks only as of the date on which it is made. We undertake no obligation to publicly update any forward-looking statement, whether written or oral, that may be made from time to time, whether as a result of new information, future developments or otherwise.
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