Ad Tech has a true case of AI fever. In such a fast-paced industry, where innovation is driven by trends like brand safety, programmatic TV and header bidding, artificial intelligence (AI) and machine learning (ML) have become the go-to warriors if you want to enhance results.
AI In Ad Tech Use Cases
Programmatic platforms like Rocket Fuel and Huddled Masses are increasing their use of AI and ML to find out which impressions they’re likely to win, and those they should avoid bidding on to reduce infrastructure costs. In July 2017, Rubicon Project agreed to pay nearly $40 million to acquire nToggle to solve this same problem.
Media agencies, such as Maxus, are also using AI to use data more efficiently. Publishers like CafeMedia are using AI to tag and organize their inventory.
Liane Nadeau, VP of programmatic media at ad agency DigitasLBi, suggested that a practical use of AI for ad buyers is using it to change the ad units shown to targeted users in real time. Companies like Sizmek and Xaxis have invested in technologies that do this.
Targeting that harnesses AI helps advertisers reach the right person, personalizing the user experience and making users feel understood by brands, which makes them more likely to buy from them… And the AI can get results that have never before been possible for humans.
“Dynamic creative” platforms also use AI to gather data about the site the user is on to ensure the ad unit aligns with both the user’s demographics and the website the user is visiting.
Just last year, Coca-Cola’s global senior digital director Mariano Bosaz said he also wanted to “start experimenting” with automated narratives, including using AI bots for music and editing the closing credits of commercials.
JWT Canada is working with programmatic-creative platform Thunder to adjust digital ad creative whenever they’d like to, particularly for regional and pricing information.
The shop plans to use more AI for its airline and bank clients, and dynamically change the various parts of their ads while still using one concept across video, display and audio ads.
Andrew Rusk, Business Director of Demand Creation at JWT Canada says: “Ultimately it leads to leaner, tighter briefs and work that can really move the needle but also be brand-building if you pull the right pieces together."
While there’s still a person setting the strategy and vision for their ad placement, the execution in the long-term is set to be 100 percent robot.
Things Have Changed
How we create advertising concepts has also developed over the years thanks to technology. Guided by the insights of big data and studying user behavior, we no longer shout into the void as marketers, we personalize and develop messages for a very specific audience.
Big data was the first factor that optimized this process in digital marketing. Now AI is changing it all over again.
Ad Tech also operates at a large scale in an almost completely automated fashion, making AI seem like a natural add-on for the industry.
How AI Can Help Ad Tech
The specific ways AI can be applied to the Ad Tech industry are thought to take three forms:
- Insights: Extrapolating data
- Control Improvements: Increasing Efficiency
- Relevance: Polishing User Experiences
With insights, planning and predictive forecasting can happen. Improve control, and you can target better, increase cost savings, boost user productivity, increase your ROI, and optimize bidding and inventory supply. Inject AI into your ads to make them more relevant in time, location, content and messaging, and you’ll markedly improve your prospects’ and customers’ experience.
AI In Ad Positioning
AI simplifies the ad positioning process by allowing algorithms to study historical data and find the best ads for a targeted user group. The AI algorithms can use heat maps to study where website visitors are going and place the relevant ads in those positions.
AI In Ad Audience Targeting
Audience Management AI tools allow you to effectively and automatically increase your ROI by making demographic and budget adjustments to your ads.
For example, Adext AI makes up to 480 iterations every day for every single ad in your campaigns and manages budgets across 20 demographic groups. Based on the insights it has learned from your campaigns, the tool improves your targeting and boosts your conversion rate in an a to 83% in just 10 days.
AI In Ad Network Selection
Ad mediation platforms send ad requests to multiple ad networks to ensure publishers find the best available network to fill their ad slots. AI helps here by reducing human error and effort.
AI can make reporting and analytics 100% automatic, so a company instantly knows where to put their CTA button and what kind of content an audience likes.
The Benefits of AI Ad Tech
There’s just nothing like AI and ML for improving workflow efficiencies, processing more data than would ever be humanly possible and increasing ROI.
This is why AI in Ad Tech is disrupting the online marketing process so dramatically right now. And let’s face it, there is a lot of money to be made by optimizing the sales process through advertising. Will you join the smarter, braver advertisers and marketers who embrace AI now rather than later?