Consumers say they like seeing ads that are tailored to their needs, but they also don’t like the idea that they’re being spied upon as they spend time with media. Technology giants have worked to solve this issue, including Microsoft Advertising with its Ad Selection API that seeks to help advertising work better both for consumers and brands. API stands for application programming interface, an industry term to describe a set of rules and protocols for different software applications to work with each other.
“We’ve seen in study after study that personalization is incredibly effective, and that’s why brands need to do that to be relevant moving forward, but trust is also key,” Paul Farrow, principal product manager at Microsoft Advertising, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
Ad Selection API is designed to protect personally identifiable information at all times, managing it locally on a browser such as Microsoft Edge.
“You have to be aware of all of the challenges around the privacy landscape,” Farrow said. “That means having things like consent banners and making sure that the partners that you’re working with know what the user has chosen in terms of their consent or privacy choices.”
You’re watching “Personalization in the Age of AI,” a Beet.TV Leadership Series presented by Microsoft Advertising. For more videos from this series, please visit this page.
