MAM
Report on Shemaroo

Guest Column: Impact of artificial intelligence on programmatic advertising

Machine learning has revolutionised media trading & programmatic algorithms based on volumes data

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/27/Sahil-Chopra_CEO-and-Founder-iCubesWire.jpg?itok=4hQyvrpv

Programmatic advertising is a method of utilising software to buy digital ads. It is easier for media buyers to go through an auction-based process instead of manual negotiations for displaying their ads on digital platforms. It is one of the most innovative methods of advertising which facilitates the buying and selling of digital ad space.

On the other hand, artificial intelligence (AI) is the concept of replicating human intelligence in machines the potential of which, in turn, is unlocked by human intelligence. AI undoubtedly adds immense value to marketers.

Machine learning has revolutionised media trading & programmatic algorithms based on volumes of data. AI incorporation enhances the targeting capabilities as individuals can be targeted based on behaviour & preferences and other programmatic interactions. Ads can be personalised based on location, demographics, interactions etc. Precision targeting is required for global reach of programmatic advertising. AI is allowing advertisers to dramatically boost the efficiency of their campaigns. Programmatic uses AI technologies to make better budget decisions for advertisers. When AI is applied to programmatic advertising, it can navigate on its own, as well as provide minute insights thereby enhancing the effectiveness of the campaign exponentially.

The basis of both programmatic advertising & AI is data analytics. With the effective amalgamation of AI in programmatic advertising one can dynamically score user, accurately differentiate, bid on valuable customers & drive efficient conversions. The brands need to embrace the power & opportunities that AI bots & digital assistants provide. The search has improved drastically with the inception of AI algorithms. As per a report, the AI market is predicted to grow more than 47 billion dollars by 2020 which is a massive rise. It can also enhance the look and feel of ad creatives which can be designed to catch the attention of the viewer.

Real-time bidding can be facilitated with AI in programmatic advertising. Automation brings advertisers closer to the goals that are set by the brand. As per statistics by Zenith marketing forecasts, by 2019, 67 per cent of display advertising will be traded programmatically. Before the onset of programmatic, the process of digital ad-buying was slow & monotonous. The marketers had to negotiate for ad placement wherein they had to compromise upon cost, space or results. The need to sort this recurring issue paved way for programmatic advertising & to automate the process further, AI was incorporated with it. Thus, ad buying has now become more effective, efficient, cheaper & result-oriented. AI enables the option of whom to show the ad, when & where instead of simply negotiating the ad space. Many brands are banking upon programmatic advertising for lead generation across the globe. Right from FMCG to BFSI to real estate& tourism & hospitality, it has become a favourite of the brands.

The future also looks promising for AI enabled programmatic advertising as in times to come, through the process of machine learning audience profiling will be finalised on its own. There would be no need to use programmatic tools for filtering audience, in fact, it will evaluate customers’ behaviour and display ads accordingly.

(The author is CEO and founder, iCubesWire. The opinions expressed here are his own and Indiantelevision.com)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623507917505.jpg?itok=q-5cLCix
BARC week 22: Dettol products top list of brands

Mumbai: The Broadcast Audience Research Council (BARC) has released its week 22 report in which Dettol Range of Products is the advertising brands list topper with 474.53 (000 secs) ad volume.  Dettol Toilet Soaps also bagged the second spot with 423.92 (000 secs) ad volume followed by Amazon Prime...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623492724472.jpg?itok=LrsOLbyl
Biotech firm Mylab signs Akshay Kumar as brand ambassador

New Delhi: Pune-based Biotechnology firm Mylab Discovery Solutions has roped in Bollywood actor Akshay Kumar as its brand ambassador. The molecular biology company is focused on developing tests for human diagnostics, food safety, agriculture, and veterinary. It had recently launched the country's...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623492614844.jpg?itok=hePGtmUB
Xiaomi India appoints Jaskaran Singh Kapany as head of marketing

New Delhi: Jaskaran Singh Kapany has been appointed as the head of marketing, Xiaomi India. "Jaskaran is a terrific marketing leader and in his previous role, he was heading marketing for Paytm. He played a critical role in building the brand from scratch. @Jas - welcome to the madness. Looking...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623490304440.jpg?itok=cdAtiPzl
Virat Kohli continues association with Audi India

Mumbai: Indian cricket team captain Virat Kohli will continue his association with Audi India, the German luxury automobiles manufacturer announced on Saturday. Kohli has been associated with Audi India since 2015 and has been an integral part of the brand's marketing and social campaigns.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623488614476.jpg?itok=dDHK4qL_
Covid Care: JCB India to support education of children of deceased employees

New Delhi: JCB India has decided to support the education of the children of its employees who succumbed to Covid-19 and extend medical insurance for their families to ten years. “Besides, the term insurance policy benefits, the company will support the education of the children of deceased...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623487940535.jpg?itok=6IaVikTH
Now one can buy a car completely online via CARS24

Mumbai: E-commerce platform for pre-owned vehicles CARS24 wants to disrupt the business, to simplify and transform used car purchases, and has made the entire sale and delivery process online. In a first for the Indian pre-owned automobiles industry, CARS24 will offer home delivery; a six-months...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/xz.jpg?itok=CIp92HhV
KKR's head of marketing Kaustubh Jha moves on

Kolkata Knight Riders' (KKR) head of marketing, Kaustubh Jha has moved on after over two years stint with the Indian Premiere League (IPL) team.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/oly.jpg?itok=bXO3gt_R
Sponsors jittery, as Covid casts a shadow over Tokyo Olympic 2020

As the countdown begins for the 2020 Tokyo Olympics, brands sponsoring the mega sports event are treading cautiously. The growing public opinion against the games has compelled brands to reconsider their move to go full throttle with their gaming-linked advertising.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/imposibele.jpg?itok=JDlVVByO
adidas film celebrates differences at UEFA Euro 2020

Apparel brand adidas unveiled the first in a series of short films, as part of its new UEFA EURO 2020 campaign to inspire fans, players, and communities to build a more positive and inclusive world by celebrating the differences that make people unique.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required