'Online searches are increasingly conversational'

"The move from traditional advertising to personalised advertising, then to online advertising, represented a paradigm shift. From a dispersive model based on a megaphone aimed at the crowd to propose indistinct solutions, we have moved to a customised tool for consumers and businesses. This makes advertising more effective and more accessible even for small and medium-sized businesses that account for 80% of jobs in Italy'. Thus Melissa Ferretti Peretti, VP and Country Manager of Google in Italy.

The turn to more targeted advertising messages is the focus of Public First research commissioned by Google. The data show how for 71% of Italian and European SMEs online advertising enables them to compete with large companies. Meanwhile, 62% stated that digital advertising was useful for intercepting new customers, and as many as 80% said that the overall increase in company revenue could be directly attributed to the adoption of customised advertising campaigns.

"Ads of this type accelerate economic growth, facilitate competitiveness and contribute to building a more inclusive digital landscape. After all, online advertising has democratised access to advertising, allowing you to connect more effectively with your audience,' Ferretti Peretti points out.

We as consumers on average interact with about 130 touch points on mobile every day. To find what we are looking for, we have access to a monstrous amount of information. So online advertising is a way to untangle ourselves within this maze. Obviously the privacy is felt by people. For us, it is addressed by giving more options for personalised experiences.

We are working with companies so that they learn to make better use of their proprietary data. We are providing tools based on artificial intelligence.