This sentence is dated back to 2010, and it is a complete BS. If you want to translate this title to today’s standards, it will be something like “First-party AI/ML-based fingerprinting and purchase intention predictions compliant with GDPR/CCPA.”
Ad tech experts (i.e., engineers) have been calling the advertising space “a con”, and that all is “taped together“.
If you look at cases like Rocket Fuel, initiatives like the White Ops’s Ad Tech fraud prevention and that the new agenda for tech is pretty much based on calling out big tech social media companies because they value more ads than humans, you can see that things are going in the wrong direction.
Ad tech in 2020 is a sinking ship with marketers signing in the main deck. The industry is in crisis, and selling a crisis is challenging. This is also the largest opportunity even seen yet.
I think it is time to take a hard look at the hard tech problems and develop technology-based solutions.
Marketers behind selling the ad technologies can really take the time to understand how it works, what are the right terms, and how to use then. Engineers can step up and show how to solve the most pressing problems and let the customers decide whether they want to use them or not, no BS in the middle.