The advertising landscape has undergone a substantial shift due to technological advancements, particularly in the realm of Artificial Intelligence (AI). This change is most evident in programmatic advertising, where AI has significantly altered the ways in which brands connect with their audience.
As businesses adapt to new guidelines regarding AI and data, the industry expert Crimtan sheds light on the multifaceted benefits of incorporating AI into programmatic advertising.
AI in Programmatic Advertising: Boosting Productivity and Profitability
A noteworthy study by Accenture has highlighted the profound impact AI is slated to have on productivity, suggesting an increase by 40%, which in turn could elevate profitability by an average of 38%. AI’s ability to swiftly aggregate large volumes of data is a game-changer, automating ad-buying and placement processes, thereby saving both time and resources. Brands can leverage AI algorithms for data-driven decisions, pinpointing optimal timings and locations for ad placements based on consumer behaviour analysis. This not only streamlines operations but also allows businesses and employees to focus more on campaign optimization.
The Adaptive Edge of AI Algorithms
AI stands out in programmatic advertising due to its adaptability to emerging patterns, a feature absent in non-AI algorithms. Continuous analysis of campaign performance by AI allows for rapid adjustments in ad creatives, targeting, and bidding strategies. This adaptability enhances performance and maximizes ROI. AI’s in-depth analytical capabilities consider various consumer-related factors such as browsing history, app usage, past purchases, and interactions with similar ads, providing more precise insights.
Andy Houstoun’s Insights on AI in Advertising
Andy Houstoun, the Chief Commercial Officer at Crimtan, emphasizes the substantial impact AI will have on programmatic advertising. According to Houstoun, AI-powered programmatic advertising is not just about reaching the target audience more effectively; it’s also about enhancing productivity through the automation of ad buying and placement processes. He stresses the importance for businesses to adopt this technology to gain a competitive edge and engage more effectively with their audiences.
AI’s Contribution to Sustainability in Advertising
The application of AI extends beyond efficiency and profitability. It plays a significant role in promoting sustainability within the advertising sector. By accounting for regional and channel differences, AI can reduce processing loads by up to 80%, concurrently cutting down CO2 emissions by 40 kilograms per day. This indicates a future where ad placement is not only optimized for efficiency but also aligned with environmental responsibility.
The Future Outlook and Houstoun’s Anticipated Speech
Houstoun concludes by reiterating the revolutionary role AI will continue to play in programmatic advertising, highlighting its contribution to a sustainable and environmentally conscious advertising landscape. He is set to speak at the Martech Summit in London on 17 November, focusing on ‘Artificial Intelligence Opportunities and Positive Disruption: Driving Efficient Marketing Planning, Attribution and Measurement through AI’.
Further Reading
To read more about AI and the programmatic landscape, Crimtan have produced a free whitepaper, which you can download here: https://lp.crimtan.com/AI-whitepaper.html
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