In advertising, a good story has become of key importance for the success of the brand. Stories explaining how, what and why a brand is offering something are creating the difference on the market.

Marketing experts are increasingly interested in using the XDID manner of targeting users. This method provides for more personalised advertising, tailored to the user, taking into consideration their behaviour and their (purchasing) habits on different devices and channels. Without a thorough understanding of consumers who use several different devices every day, advertising will namely not be efficient; when capturing data, however, legislation must be taken into consideration

The current applicative value of artificial intelligence in digital advertising.