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Wednesday, July 21, 2021

AI and Media Buying

 Early on considered this option.  Key was to also include options available, risks in choices, knowledge from previous choices. 

How custom algorithms will shape the future of media buying

By John Wittesaele | July 14, 2021    Categories: Marketing,

John Wittesaele is EMEA CEO at Xaxis, a global provider of innovative AI technologies, data-driven creativity, and programmatic expertise.

The digital advertising industry ingests and processes millions of data signals per second, generating immense volumes of data. While the industry is hyper-focused on the cookie deprecation, the third-party cookie is actually only one marketing input, there are many other data signals, both on and offline, available to optimise media buying.

Algorithms based on artificial-intelligence (AI) can be tailored to brands’ unique goals, allowing marketers to find pockets of performance within vast amounts of data and optimise media buying to drive real business outcomes. By combining custom AI approaches that integrate a brand’s key performance indicators (KPIs), and shaking off our third-party cookie dependence, we can welcome a new era of transparent and effective programmatic media.

User matching via first-party data signals

One way AI and custom algorithms will shape media buying, is by matching converted consumers with prospects that have similar digital patterns. Rather than focussing on who consumers are – their age and gender, or where they live – AI looks beyond basic characteristics to focus on the most important behavioural signals of a likely customer. Two consumers can have completely different profiles but ultimately want the same thing. Where traditional audience targeting would miss this opportunity, algorithmic matching enables brands to identify and take advantage of these similar needs.

Algorithmic consumer matching is currently based on first-party data signals, from retailers, brands or publishers. Moving forward, an explosion in new types of data is expected from connected cars and homes, internet-of-things devices, virtual and augmented reality, and biometrics, which will all feed into this process. AI will be vital to manage this data, and there must always be an emphasis on balancing the relationship between AI and ethics to ensure advertising works better for everyone while individual identities are protected. .... '

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