Artificial intelligence, friend or foe? The revolutionary impact on websites and contextual targeting

The promise of contextual targeting as an easy cookieless solution may be attractive to advertisers but, when carefully analyzed, remains limited and unsustainable in an identifier-free world. Instead of focusing on short-term solutions, advertisers should invest in methods that go beyond simple semantic analysis to qualify a site's audience. As the cookie deadline approaches and the rise of artificial intelligence threatens the open web as we know it, marketers need to start testing solutions that will allow them to continue to get results in the future.