Today, programmatic advertising is fast and effective.
You can harness the power of AI for programmatic advertising with the help of programmatic advertising companies. Keep reading to know how your company can benefit from it.
In this article, we will cover:
- Four ways in which AI supports programmatic advertising in ad placement
- Benefits and drawbacks of using this technology
- How major ad platforms such as Facebook Ads and Google Ads have implemented AI to assist with ad targeting and optimization.
- The role and need of programmatic advertising companies.
4 ways in which AI supports programmatic advertising in ad placement
1. Ad Personalization
One of the key ways in which AI supports programmatic advertising in ad placement is through ad personalization.
Artificial intelligence can process large amounts of data about a user. Based on the data, the AI will select the most relevant ads for that specific user.
This means that each lead of your business will get an ad message that is catered to their interest. This increases the chances of conversion.
2. Ad Placement
AI analyzes two components: your website and the ad company's website. Based on the websites, it will decide which ad will best suit the ad company's website. This is known as ad placement.
It can help to improve the experience of the user by ensuring that the ads are relevant and not intrusive.
For example, if a user is reading an article about sports, an ad for sports equipment or tickets to a sporting event has a higher chance of conversion. An ad for a clothing item will not be relevant.
By using AI to analyze the content and context of a website, you can place your ads in a way that is more likely to be successful.
3. Ad Spend
AI can also assist with ad spend. AI automatically analyzes details such as website ranking and relevance, to decide on the optimal bid for an ad slot and prevent overspending.
This can be especially beneficial for small businesses, who may not have the budget or resources to manually analyze ad spend.
4. Ad Analytics
AI can also provide predictive analysis through ad analytics. It can identify similarities between ad viewers and existing customers.
This can help you better understand your target audience and tailor your campaigns accordingly.
Four Benefits of AI in Programmatic Advertising
1. Increased efficiency
AI can process vast amounts of data much faster than humans. This helps optimize ad delivery and improve campaign performance.
2. Better targeting
AI can personalize ads and analyze website content. This way you can rest assured that your ads are being shown to the right audience at the right time.
3. Cost savings
AI works faster than humans. It analyzes your budget and increases the chances of conversion. This helps reduce ad spend by optimizing bids and preventing overspending.
4. Improved user experience
By showing relevant and non-intrusive ads, AI can help to improve the overall user experience.
Three Drawbacks of AI in Programmatic Advertising
While AI has the potential to revolutionize programmatic advertising, and increase your revenues, like everything else, it has its drawbacks.
1. High costs
Using AI in programmatic advertising can be expensive. This is because it involves the use of advanced machine learning algorithms and technologies that can be expensive to develop and maintain.
You need to think if these costs can be offset by the potential benefits we have mentioned above.
2. Dependence on data
AI heavily relies on data to make decisions. So, if the data is incorrect or biased, the results may be flawed.
3. Lack of human oversight
It is natural to be concerned about the lack of human oversight when it comes to AI-powered advertising. Algorithms can make decisions without human input which often lacks the nuance that only comes with human decision-making.
Two Major Ad Platforms and AI
Two of the major ad platforms that have implemented AI to assist with ad targeting and optimization are Facebook Ads and Google Ads.
Both these platforms offer a wide range of ad formats and targeting options, and allow you to place ads in a variety of locations. You can use a pay-per-click (PPC) or cost-per-thousand-impressions (CPM) pricing model.
Here is a table that compares the two.
Text, image, video, and more
Text, image, video, and more
Demographics, interests, keywords, and more
Demographics, interests, behaviours, and more
Search results, websites, apps, and more
Facebook news feed, Instagram, Audience Network, and more
PPC (pay-per-click) or CPM (cost-per-thousand impressions)
PPC or CPM
Ad creation tools
AdWords, Google Ads Editor, and more
Facebook Ads Manager, Power Editor, and more
If you are thinking of choosing one of them, programmatic advertising companies can assist you. They will give you insights and recommendations based on your company's needs and goals. They have expertise in both platforms and can help you understand the pros and cons of each one.They will also tell you which platform is more likely to be more effective for your particular ad campaign.
Role of programmatic advertising companies
In the AI-driven market, businesses often question the role and need of programmatic advertising companies. In reality, programmatic advertising companies play a similar role to what they do in a traditional programmatic advertising ecosystem. They will still suggest the most effective platforms for your ad campaign and help you with ad creation.
The key difference is that they use AI and machine learning algorithms to automate and optimize various aspects of the ad buying and selling process.
Here is how it works. They use:
- AI to analyze data about the users who are viewing the ads and the content on the website/app. Based on the data, the AI determines the most effective placements for the ads.
- ML to predict which users are most likely to be interested in a particular product or service. It targets ads to those users in order to increase their effectiveness.
- AI to automate the process of buying and selling ad inventory.
- ML to analyze data about the performance of different ads and the value of different ad placements. With this information, it can determine the most effective prices for buying and selling ad inventory.
Programmatic advertising companies that use AI can optimize and automate various aspects of the programmatic advertising process. This can help to improve the efficiency and effectiveness of your ad campaigns.
AI has significantly impacted the world of programmatic advertising. It provides a number of benefits such as increased efficiency, better targeting, and cost savings.
Major ad platforms such as Facebook Ads and Google Ads have implemented AI to assist with ad targeting and optimization, using tools such as Power 5 and Smart bidding.
There are some potential drawbacks to using AI in programmatic advertising, such as high costs and reliance on data, the overall impact has been positive. However, as AI continues to advance, its role in programmatic advertising will only become more indispensable. Take the help of programmatic advertising companies to harness the power of AI for your company.