Converto now offers access to a complete solution that allows branding campaigns to be implemented without privacy caveats and free of 3rd party data in one package, the company writes in a statement.
HORIZONT: Beat Hürlimann, 25. May 2022
How does it work? In this one-stop store solution, the AI-based system continuously optimizes the campaign for reach, brand safety, and visibility and dynamically changes messages in the advertising media. To make sure this runs smoothly and is targeted to specific audiences even without 3rd party personal data, Converto's AI uses statistical data for modelling, crawls sites for context and selects appropriate placements, and incorporates situational user data into the algorithm. In this way, the message reaches the users for whom it is relevant without having to resort to personal data from 3rd party cookies.
The technical core is Converto's multi-directional feed-based advertising solution, which does not require 3rd party cookies: On the one hand, Converto processes data feeds from the web, such as geoinformation, weather, pollen and statistical personal data, and performs context analyses. Through appropriate modelling, Converto's Cookieless Branding reacts in real-time to changes in current user behaviour and user environment, whether related to placement, environment or advertising pressure. At the same time, this impulse initiates an optimization of the advertising content. This means that the content is also optimized in the other direction, namely towards the user, and the message is adapted to the current situation. The combination of these strong factors makes the message more relevant than average for the user at the current moment, it continues.
