New Digital Age is running a series of articles looking at the future of programmatic advertising. With regulation reshaping the industry, we’re talking to experts in the market on how new tech, techniques and approaches will help programmatic continue to deliver results for advertisers, publishers and consumers.
By Matt White, Vice President, EMEA, Quantcast
AI is changing the nature of advertising from its core. Harnessing data has given us the opportunity to understand audiences in ways we never could just two decades ago, opening the doors for businesses to promote themselves more effectively.
AI-based neural networks are capable of experience-based self-learning, meaning that with more accumulated data, they become increasingly effective at their application. With regards to programmatic advertising, AI can spot precise customer behaviour patterns, therefore displaying more relevant, targeted ads and reducing ad wastage.
Programmatic automation in advertising allows brands to streamline the process of buying and selling ads, maximising the way marketing teams can scale through real-time bidding (RTB).
RTB allows advertisers to buy ads between the milliseconds it takes a user to enter a site and the webpage loading, effectively powered by fresh user data.
As the market continues to grow and adopting programmatic becomes the norm, the industry will only work effectively if companies endeavour to understand the benefits of automation and the implications of programmatic marketing on their business and consumers.
Key themes such as transparency, ad-quality and brand-safety should remain at the forefront of advertisers’ minds as we work towards aligning the correct industry and technical standards.
Whilst the challenge advertisers face of finding new customers to target effectively hasn’t changed, the tools at their disposal have; industry growth will be driven by knowing the capabilities of data, market education and clarity around these AI and programmatic tools.
