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  • Deep Learning
  • Digital Advertising
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RTB House Editorial Team
Published:
4 June 2025

Large Language Models Meet Digital Advertising: Inside IntentGPT's Approach

Digital advertising continues to evolve at a rapid pace, driven by technological advances, changing consumer behaviors, and shifting privacy regulations. We recently sat down with Jaysen Gillespie, Vice President of Global Product Commercialization at RTB House, to discuss IntentGPT, one of our most significant recent innovations. Gillespie has been instrumental in leading the development and commercial rollout of this technology, which represents a fundamental shift in how advertisers can understand and act on user intent across the web.

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  • Published:
    3 August 2023

    First-Party vs. Third-Party Cookies: What’s the Difference?

    Cookies play an essential role in the modern internet. These small pieces of data stored in your web browser can do everything from saving login details to enhancing website performance to helping marketers show users products that they will love. However, not all cookies are made equal, and there are significant differences between first-party and third-party cookies.

    • Cookieless World
  • Published:
    24 April 2023

    What Are First-Party Cookies, and How Can Brands Use Them to Reach Customers?

    The cookieless future is fast approaching, and this means that brands need to rebuild their marketing strategies around alternatives to third-party cookies. Navigating this new environment will require mastering a suite of tools, including another type of cookies: first-party cookies.

    To understand how you can make the most of first-party cookies, let’s dive into what they are, how they work, and how advertisers use them.

    • Cookieless World
    • Digital Advertising
  • Published:
    5 April 2023

    Why Data-Driven Personalization is the Key to Marketing Success

    Everyone loves a good challenge, but some are tougher to tackle than others. For marketers, the big one is the personalization paradox. 71% of consumers prefer personalized ad content, but 74% are also concerned about how advertisers are actually using their personal data. This creates a problem for marketers. They want to reach out to their customers with personalized content but often rely on tracking technologies that are considered invasive. Fortunately, there is an answer to this particular paradox. Brands can use data-driven strategy to leverage large anonymized datasets that provide rich personalization at scale without compromising on privacy.

    • Digital Advertising
  • Published:
    9 February 2023

    Positive Feedback for FLEDGE, DOJ Sues Google, Dark Patterns Fight, IDFV Tracking

    In this Media Review, we bring together 4 stories, including the positive reception for FLEDGE, the French privacy regulator fining a game developer for leveraging IDFV (Identifier For Vendors), and the European Center for Digital Rights unifying the “dark patterns” interpretation in terms of cookie consent pop-up windows.

    • Cookieless World
  • Published:
    10 January 2023

    Meta’s Regulatory Struggles, DMA’s Effect, First-Party Sets, and Others

    In this Media Review, we bring together 5 stories, including accusations against Meta for using ad-related data to harm the competition, Apple’s allowance for outside app stores on its phones, and Google sharing its First Party Sets (FPS) concepts as ready for testing.

    • Cookieless World
  • Published:
    12 September 2022

    Will the cookieless future kill personalized ads?

    The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

    Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

    • Cookieless World
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