Bytek attended AI Commerce 2026, the advanced conference dedicated to Artificial Intelligence applied to eCommerce, bringing together brands, retailers, and marketing and data professionals to explore how AI was reshaping performance strategies, media investment models, and decision-making processes in an environment increasingly driven by privacy and first-party data.
During the event, Valentina Tortolini, Marketing Science Director at Bytek, hosted the session AI and first-party data to overcome the limits of traditional bidding from 14:10 to 14:40, illustrating how predictive models could transform proprietary data into value-driven signals usable in bidding strategies, improving media investment effectiveness and enabling the shift from reactive optimization based on past events to a predictive approach focused on users’ future value.
The session was designed for eCommerce and retail leaders, marketing and performance teams, data and analytics teams, and all professionals looking to make their media activation strategies more measurable, resilient, and aligned with today’s digital ecosystems through the use of AI and first-party data.
