The Highs and Lows of Generative AI in Programmatic Advertising

Artificial Intelligence (AI) and Machine Learning (ML) have been used in some capacity in programmatic advertising for many years now (see Coca-Cola’s advert below, which was created in part using AI). However, it is set to revolutionise the industry following the generative AI boom of last year.

Here, we take a look at some of the AI solutions providers who are helping advertisers to optimise their campaigns.

MarketMuse

MarketMuse specialises in content generation that converts. It not only performs content audits, but it also analyses your competitors’ topics and content and checks to see what they have missed.

SEMrush

An all-in-one tool, Semrush uses AI to provide you with a full suite of digital marketing services. From keyword ranking to advertising to SEO, Semrush has over 40 tools to help make marketing easier.

Optimove

In 2016, customer data platform company Optimove developed Optibot, the first AI-powered marketing optimization bot. Optibot scans your campaigns and draws out relevant data and actionable insights. You can then use the information to identify improvement points in your ad strategy, including ad copy, content, and even customer targeting.

Advertisers and agencies are increasingly prioritising strategies to leverage innovations made possible by Generative AI as they look to produce increasingly personalised creative assets. Deploying the technology at scale, however, does not come without complications.

Imagine hyper-personalised ad copy created by AI that intimately understands individual audience desires, drawing upon a goldmine of data encompassing social media habits and search history. Gen AI can be used to create captivating visuals using advanced algorithms and can identify optimal customers with unprecedented precision, ensuring all campaigns are optimised.

However, amidst the enthusiasm, there is some hesitancy to deploy the technology at scale. Safeguarding brand reputation in an AI-generated world becomes paramount. A single rogue ad, spewing harmful content, can inflict enduring damage on an advertiser. Maintaining brand consistency presents another hurdle. Can AI, programmed to maximise efficiency, volume and hyper contextuality preserve a brand's unique voice and values? Equally, if the AI develops societal prejudices, can it truly deliver equitable and fair ad experiences?

Transparency and explainability are also fundamental, as advertisers and publishers will require clear insights into how the AI is to be programmed, and the algorithms used to ensure ethical and responsible deployment of the technology.

Despite these challenges, the potential of GAI in programmatic advertising remains undeniable. Responsible implementation can empower the creation of deeply resonating campaigns, reaching the right audience at the opportune moment. Publishers may be able to truly maximise revenues with AI-tailored ad placements while advertisers benefit from engagement stats soaring and conversion rates growing.

While still taking its initial steps, GAI's impact on programmatic advertising is already evident. As this technology matures, its power and versatility will only grow. However, acknowledging and addressing the inherent challenges is essential to guarantee the ethical and effective utilisation of this transformative force. By doing so, we can unlock a future where programmatic advertising shines brighter than ever before, illuminating the digital landscape with both efficiency and effectiveness.

AI in Programmatic advertising will be discussed in detail at the PPS event this year. To find out more, download the event agenda now.