Retargeting based on PII (Personally Identifiable Information) represents an advanced form of remarketing that exclusively leverages first-party data collected directly and with user consent. This data includes explicit identifiers such as hashed email addresses, phone numbers, user IDs, and behavioral data related to navigation on owned digital assets (websites, apps, e-commerce, CRM, loyalty systems), and is used to recognize and reach users across ad channels that are compatible with privacy-first environments.
From a technical standpoint, Retargeting-Pii is based on a structured, multi-step process:
- Data collection and normalization: information is collected via forms, logins, tracked events, or consent management systems, then anonymized and mapped to make it actionable without compromising user privacy.
- Hashing and persistent identification: personal identifiers are transformed (e.g., via SHA-256) into secure, unique hashes that serve as a primary key for reconciliation across digital environments and advertising platforms.
- Match rate and cross-channel resolution: the data is matched with records in walled gardens (e.g., advertising platforms) to activate the user on desired channels through custom segments.
- Content personalization and dynamic bidding: at the delivery stage, the predictive attribute associated with the user profile (e.g., propensity, estimated value, interest) can be used to adjust creatives, bids, and frequency.
In a context marked by the deprecation of third-party cookies and increasingly strict regulations (e.g., GDPR), Retargeting-Pii emerges as a scalable, privacy-compliant, and highly effective approach that maximizes the value of proprietary informational assets.
The Bytek Prediction Platform’s Approach
The Bytek Prediction Platform enhances PII retargeting by combining the reliability of first-party data with advanced predictive models, making every activation step smarter and more contextual. Unlike approaches based solely on past events or fixed rules, the platform processes user behavior through native AI modules to:
- Calculate conversion probability, predictive value (cLTV), and thematic affinity;
- Activate dynamic creatives and offers;
- Adapt strategies rapidly, ensuring continuous updates and alignment with evolving signals.
Thanks to deep integration with the client’s technology stack, the Bytek Prediction Platform automatically syncs audience segments with media platforms, ensuring campaigns are consistently powered by up-to-date and actionable insights.
The Benefits of AI and First-Party Data-Based Retargeting
Adopting a retargeting approach powered by artificial intelligence and first-party data delivers measurable benefits across the entire advertising funnel:
- Greater targeting accuracy: each user is evaluated based on actual predictive attributes;
- More efficient budget usage: waste is avoided on already acquired or low-propensity users, focusing investment on high-potential profiles;
- Increased ROAS: thanks to smarter user selection and bidding calibrated to expected value;
- Strategic flexibility: audiences update continuously and responsively, adapting to changing user behaviors and market conditions.
The Bytek Prediction Platform provides the predictive infrastructure needed to activate these audiences with precision and continuity, transforming observable signals into operational levers for truly data-driven campaigns.