Evgeny Popov is a New York based, global media executive with over twenty five years of experience spanning across multiple global territories. In this op-ed, for Mediaspace.global, Evgeny argues that AI is now supercharging contextual targeting and campaign optimization. Media owners take note.
Three years ago, we talked about the rebirth of the marketing funnel, I’ve written “Marketing is Dead, Long live the Marketing”. We looked at how privacy changes were reshaping the way we approach targeting, delivery, measurement, and optimization. Now, it’s time to see how far we’ve come and where we’re headed.
Targeting: From Cohorts to Contexts
Remember when we thought cohorts would be the next big thing? Well, they didn’t quite take off as expected. Instead, we’ve seen a shift towards contextual targeting. This method doesn’t rely on personal data, making it a hit with privacy-conscious users.
But here’s the cool part: AI has supercharged contextual targeting. Now, we can understand the meaning behind content, not just keywords. This means ads are more relevant than ever, even without tracking individual users.
Some brands are also getting creative with zero-party data. They’re asking customers directly about their preferences, building trust and getting quality data at the same time.
Delivery: The Rise of Retail Media
The “triopoly” of Google, Facebook, and Amazon is facing new competition. Retail media networks are the new kids on the block, and they’re making waves.
Walmart, Target, and even Instacart are now major players in the ad world. They have something invaluable: data on what people actually buy. This has led to a boom in “closed loop” advertising, where brands can track their ads all the way to purchase.
But it’s not just about ads anymore. Content marketing has evolved into “content commerce.” Brands are creating shoppable content that blurs the line between entertainment and advertising.
Measurement: The Cookie-less Reality
The death of third-party cookies hit hard, but the industry adapted. Multi-touch attribution (MTA) models have given way to more holistic approaches.
Media mix modeling (MMM) made a comeback, but with a modern twist. AI-powered MMMs can now process data much faster, allowing for near real-time optimizations.
Privacy-preserving techniques like federated learning have also gained traction. These methods allow brands to gain insights without accessing raw user data.
Perhaps the biggest shift has been in how we define success. Instead of focusing solely on clicks and conversions, many brands now look at incrementality — the true impact of their marketing efforts.
Optimization: AI Takes the Wheel
AI and machine learning have transformed how we optimize campaigns. Predictive analytics can now forecast trends before they happen, allowing for proactive strategy adjustments.
Dynamic creative optimization (DCO) has reached new heights. AI can now generate and test thousands of ad variations in real-time, personalizing messages for different contexts rather than individuals.
We’re also seeing a move towards “always-on” optimization. Instead of running discrete campaigns, many brands now continuously adjust their marketing mix based on real-time data.
The Human Touch in a Tech-Driven World
With all this tech, you might think human marketers are becoming obsolete. But that’s far from the truth. The role of marketers has evolved to focus more on strategy, creativity, and ethics.
As AI handles more of the grunt work, humans are free to focus on big-picture thinking. We’re asking questions like: How can we use these tools responsibly? How do we balance personalization with privacy? How do we create genuine connections in a digital world?
Looking Ahead
The marketing funnel of today is more fluid and interconnected than ever. It’s not just about moving customers from awareness to purchase anymore. It’s about creating ongoing relationships and value exchanges.
As we look to the future, one thing is clear: change is the only constant. The most successful marketers will be those who can adapt quickly, think creatively, and always put the customer first.
The rebirth of the marketing funnel isn’t a one-time event. It’s an ongoing evolution. And if the past three years are any indication, the next three are bound to bring even more exciting changes. Are you ready for the ride?
Evgeny Popov
Global CRO and Advisor, Mediaspace.global
Evgeny is a New York based, internationally accomplished global media executive with over twenty five years of experience spanned across APAC, LATAM, MENA, EMEA and Americas. His focus is on building teams, products (SAAS · DAAS · IAAS · PAAS) and technology that unlocks growth ranging from start-ups to large enterprise businesses. Evgeny is also Global CRO for Mediaspace.global, the independent professional platform and community for media, marketing, tech, law and regulation.
