Facebook Limits Ad Variants To Help AI

One sign that AI is taking over will be marketing campaigns designed for AI to manage. Right on cue, our friends at Facebook have limited the number of ad variations allowed per page so their machine learning tools can learn more quickly which versions work best. Did you really need yet another sign of the apocalypse?

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Contextual Ads Are More Efficient than Behavioral Targeting: GumGum and Dentus Aegis Study

September 11, 2020

Our final pairing is GumGum and Dentsu Aegis, who partnered to find that contextual ads are more cost-efficient than behavior-based placements. The test was exceptionally well-designed and documented, which isn’t always true for such studies. The answer matters because many advertisers are wondering whether contextual targeting can replace behavioral targeting, which relies heavily on those soon-to-vanish third party cookies.

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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