I’m excited to have Nils Jessen, co-founder and CEO of Mabel AI, as our guest on Talk Commerce today. In this insightful conversation, Nils dives into the world of e-commerce advertising and shares how his company is revolutionizing the way brands optimize their ad performance. Let’s explore the key takeaways from our discussion.
The Challenges of Ad Tracking Post-iOS 14.5
One of the main issues Nils highlights is the impact of iOS 14.5 on ad tracking and data quality. He explains:
“Since iOS 14.5 and so on, the data quality has gotten increasingly worse to a point where the algorithm of your ad platform is missing the data to really understand your target audience. And therefore, your targeting becomes worse.”
This change has made it more difficult for ad platforms to effectively target the right audience, leading to suboptimal ad spend and performance.
Mabel AI’s Unique Approach to Solving the Problem
Nils differentiates Mabel AI’s approach from other tools in the market:
“What we’ve basically done is built a completely new architecture of how the tracking script is loaded into your shop, how the data is captured. The data quality is way more complete again, that every single event is captured with as much parameters as possible.”
By focusing on capturing high-quality, raw conversion data and feeding it directly into ad platforms, Mabel AI empowers the algorithms to make better targeting decisions and optimize campaign performance.
The Power of Controlling Your Own Data
One of the key insights Nils shares is the importance of businesses controlling their own conversion data:
“Every business themselves should be able to control their own conversion data. So that if you run an online shop, you should be the entity that controls who gets access and you shouldn’t be like dependent on a few big players that they are like so nice to give you this data.”
By using tools like Mabel AI, e-commerce brands can take ownership of their data flow and reduce their dependence on big tech platforms.
Leveraging AI for Smarter Ad Optimization
Nils emphasizes the role of AI in ad optimization, drawing parallels to the well-known algorithms used by Google and Meta:
“If you’re in the ad space, you have to keep in mind the algorithms by Google and Meta and so on who do the targeting. They are some of the most advanced and biggest AIs that mankind has built and they’ve been there for years.”
He explains how Mabel AI acts as a bridge, providing these powerful algorithms with the best possible training data specific to each business, enabling them to deliver optimal marketing outcomes.
Brent Peterson: Throughout our conversation, Nils provided invaluable insights into the evolving landscape of e-commerce advertising. As someone who has worked with numerous brands on their marketing strategies, I can attest to the importance of having accurate, high-quality data to fuel ad optimization.
Mabel AI’s innovative approach to tracking and data management is a game-changer for businesses looking to maximize their ad performance. By taking control of their data flow and leveraging the power of AI, e-commerce brands can gain a significant competitive advantage in today’s digital marketplace.
I highly recommend checking out the full Talk Commerce episode with Nils Jessen to dive deeper into these topics and learn more about how Mabel AI is transforming the world of e-commerce advertising.
