How can we use AI in programmatic fashion, and what can we expect in the future?
Digital advertising is relying more on artificial intelligence. GroupM, a media investment holding group, predicts that by 2032, 90% of media will use AI somehow. AI currently helps in digital advertising by automating tasks and analyzing data. It makes placing ads and targeting audiences more efficient and provides accurate data for improving campaigns. Machine learning makes data analysis faster, which helps campaigns succeed.
Programmatic advertising and current applications of AI
In recent years, AI has become helpful in handling data-related tasks. AI tools help advertisers place ads more effectively and accurately target their audience. They also help in analyzing data and improving ad campaigns.
Machine learning algorithms work quietly in the background to make data better in various ways, such as improving the format of ads, where they're shown, which web browsers they work on, the type of devices they're viewed on, where they appear on a webpage, the location of the audience, and private agreements with websites or apps.
Moreover, programmatic advertising uses AI to create specific groups of potential customers that match your campaign's goals. This way, ads are shown to people more likely to buy your product or service. AI-powered programmatic ads can also change the content of digital ads to deliver information that makes sense based on the webpage, what the user is doing, and what they seem interested in.
AI's rapid advancements enabled brands to achieve mass personalization with ease. This is achieved by automating content creation, eliminating the need for manual design or writing. Using Generative AI, businesses can generate extensive datasets to create personalized content that resonates with individual consumers. Consequently, personalization accuracy and campaign effectiveness have significantly improved, giving advertisers a competitive edge.
The future of AI in programmatic
In programmatic advertising, precise targeting is the key to success. AI and machine learning will be key in shaping advertising targeting strategies. Marketers will leverage "lookalike modeling" to identify customers who resemble their intended audience based on characteristics drawn from a seed audience, such as previous or potential clients.
AI will also enhance quality assurance processes. Advertisers will utilize AI models to detect patterns indicative of ad fraud. By analyzing extensive datasets and real-time ad performance data, AI algorithms will identify irregularities and alert brands to suspicious activities, thus safeguarding advertising campaigns against fraud.
New regulations concerning personally identifiable information will also transform the industry. Natural language processing will allow advertisers to gauge customer sentiment and journeys, facilitating cohort or topic-based targeting while respecting privacy concerns.
How does Screencore use AI?
Screencore uses AI and ML algorithms for analyzing tendencies and adjusts media trading accordingly to improve campaign results and increase inventory value. So AI helps us monitor ad placements and ensure they are viewable to real users in brand-safe environments.
AI algorithms help us to analyze large datasets to identify and categorize users based on their demographics, behaviours, interests, and preferences. This allows us to create highly targeted audience segments, ensuring that ads are delivered to the most relevant individuals. AI algorithms continuously analyze real-time bid requests and user data to make instant bidding decisions. This ensures that programmatic ads are purchased at the right price to maximize return on investment.
