Now more than ever, we are living in a hyper-connected world where consumers are consistently exposed to advertising 24/7. All platforms have the challenge of capturing their audience’s attention as they have an overabundance of information being thrown at them. And with billions of people online, it’s crucial to make sure the right people are in front of the right ads.
This is where programmatic advertising, powered by AI, can be a major game changer. Marketing dollars are not cheap. Artificial intelligence can help ensure money is spent in the right way. This is why Pathlabs optimized programmatic advertising is a great avenue to explore.
Understanding Programmatic Advertising
Programmatic advertising automates the buying and selling process for ad inventory in real-time. Artificial intelligence uses data and technology to place ads in front of the right people. In contrast to something more traditional, buying ad space would require negotiations followed by a trial period to test the results of the ad placement.
Programmatic advertising allows for the ad to move and change the delivery of the ad while it searches for it’s right audience. This has made the advertising space a lot more definable in target metrics and success.
What Is AI’s Role in Advertising?
Artificial intelligence is the reason why programmatic advertising exists. It has enabled campaigns to make necessary adjustments based on consumer behavior at the exact moment. Here is the impact of AI machine learning and its ability to move at lightning speed.
Audience Targeting at the Next Level
AI machine learning has the ability to analyze data in much larger volumes and at faster speeds than humans. It can recognize patterns, behavior, and preferences amongst demographics. What would take humans a lot of time to decipher, AI can do it in a matter of minutes.
This allows ads to target based on their consumer’s interest, location, what type of device they are using, and what they are looking to purchase. Taking a step further, it may be able to decipher what level of intent the user has to buy.
Considering Real-Time Bidding (RTB)
Because of the abundance of information for advertisers and marketing departments, programmatic advertising allows for real-time bidding. This means advertisers can buy ad space in a matter of a millisecond. This can only happen when the user data is ready just as fast. This ensures that all ad dollars are spent effectively.
Getting Creative With Advertising
Dynamic creative optimization is an incredible pathway that allows ads to be tailored to individual users based on a number of factors. If you have ever noticed that once you browsed a specific pair of Nike sneakers, it’s all you see no matter what web page you are on, that is DCO. Personalized ads are meant to be a much better attention grabber than traditional ads.
AI Prevents Ad Fraud
There is such a thing as ad fraud. This is where fake clicks and bot traffic come into play. This can make a marketing department feel like their ads are being successful but in fact, no revenue is being generated.
Artificial intelligence allows companies to detect these issues in real time, which helps prevent money from being wasted.
Looking at Future Trends
It’s important to keep AI and its future trends in mind when working with programmatic advertising. Something that is very prevalent in AI is predictive analytics. While AI is already a big part of AI, it’s said that predictive analytics will continue to improve the tighter forecasting of user behavior. This will allow for better ads on the first try.
Interchannel integration is important to show consistency across ads on all platforms. While they may need to be different in the way they deliver, the messaging should be clearly aligned with the advertising goal.
Allowing AI’s current capabilities to help you reach a better audience is a clear win for companies and ad sellers altogether.
