AI in Programmatic

Artificial Intelligence is rapidly reshaping the way in which we work, how we create and how we communicate. In the digital marketing world, we have already welcomed the invention of AI tools such as the infamous Chat GPT.

In the programmatic sphere specifically, AI can be used on various levels: in the buying process, to explore targeting and to generate copy at scale.

To the question ‘Will AI come to replace some roles?’, the programmatic council at BIMA, in their recent roundtable event, suggested a progressive shift, while keeping human interaction at the core of account management.

We’ve compiled our key takeaways about the role of AI in programmatic below:

1. Generative AI

Most tools nowadays require human input to help refine the generated output. For example, when it comes to reading potential sentiments of phrases. That said, current available AI tools can leverage the culture of A/B testing by creating many different iterations of an ad copy for instance, which is a great boost of efficiency.

2. Predictive AI

When it comes to predictive AI, which is heavily used on the buying side by traders, the more signals the better as AI requires repeated patterns over a period to improve solution outputs such as custom bidding and attribution.

Traders and planners should also consider how this can impact on media budgets as scale is required for AI solutions to produce the best of their performance, so using some tools might be budget dependent.

3. Machine Learning

To integrate more machine learning into programmatic campaigns, we must also lean more on technology. This is true when it comes to measuring and reporting based on outcomes, and it means putting more pressure on suppliers to report, to optimise and to keep transparency on the campaign execution. It is also the case on the publishers’ side, who are now able to leverage insights from their yield inventory (Carbon footprint, tracking attention, brand safety etc.).

4. KPI’s

AI is massively helping agencies and traders to boost their efficiency in measuring, optimising, and reporting. It means better performance for “traditional” media KPIs (CPM, CTR, CPA, ROAS, COS) but also for other softer KPIs related to the quality of the media delivery.

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