Artificial intelligence or AI will probably play a key role in shaping the future of digital advertising.
Artificial intelligence or AI will probably play a key role in shaping the future of digital advertising. The tech can bring a new level of insight and prediction into consumer behavior.
If implemented correctly, AI could possibly enhance advertising platforms` ability to efficiently target the correct audience and detect fraudulent advertising activities, according to a report published by Juniper Research.
For example, AI can be used to analyze Big Data, as well as to find fraudulent traffic with the goal to end it. On the other hand, the tech could be employed to get insights into user`s interests. By using these insights, companies will be given a chance to improve their brand advertising strategies.
AI makes ads smarter
Consumers are changing their online browsing and buying behaviors at a fast pace. As a result, advertisers need to adapt to these changing practices.
Here is where AI could help. The technology can make good use of the data thanks to its predictive capabilities. Banner ads built with artificial intelligence can provide better and more personalized ad experience that is based on real-time viewer behavior. AI uses algorithms to detect where certain customers search for information and when and how businesses can reach them.
According to data published by CB Insights, sponsors invested a record high sum of $4.9 billion into AI start-ups in 2016.
In 2017, some of the biggest AI deals have been made by Databerries, a location-based marketing company. Founded in 2014, Databerries offers a mobile marketing solution that targets mobile users based on locations they have visited in the past while measuring the impact of marketing campaigns on store visits.
Other similar services include the US-based Belly, a loyalty program & marketing solution, and Shoppertrak, a provider of a location-based analytics platform that helps retailers deliver better customer experience.
It is interesting to see how AI will influence the digital advertising industry in the years to come.