As a marketer, you’d be hard-pressed to have a future-looking business conversation that didn’t reference the growing capabilities of artificial intelligence (AI). As of last year, 91 percent of Fortune 1000 companies were increasing their investments in AI, and 77 percent of marketers reported leveraging AI automation in their efforts.
Embracing new technology isn’t new to the world of marketing and advertising, however, with new tools like ChatGPT now firmly in the hands of the masses, the buzz around AI and its potential has risen to a fever pitch. Emerging AI solutions hold not only the promise of more effective and innovative marketing but are also being hailed as a savior for advertising in a cookieless world.
As marketing leaders aim to harness the AI momentum through evaluating, testing, and adopting more-intelligent technology and tools to guide their efforts, it’s important to understand the essential role that quality audience data plays in achieving success.
Many of the current applications of “AI” in marketing would more accurately be considered machine learning and predictive modeling. These capabilities have been in place at DSPs and other platforms for years to aid planners in making informed audience and campaign-related decisions. These tools leverage consumer data from online and offline sources, combined with dynamic learning technology, to predict what users will do on websites or in apps and then deliver personalized messaging on the right channel at the right time.
Currently, some of the top media and advertising use cases for machine learning and AI include the following:
On June 6, the Trade Desk—arguably the biggest and most influential player in the programmatic space—launched Kokai, its new media buying platform designed to bring “the full power of AI to digital marketing.” This flashpoint in the industry promises to transform digital advertising through AI advancements in measurement, targeting, partner integrations, and real-time insights, all available through an intuitive user experience.
This new Kokai user experience, dubbed “The Programmatic Table,” will offer intuitive media buying functionality based on the Periodic Table. Sounds cool, right?
Well here at Alliant, we found the most crucial element in the graphic to be the Audience (Au) element in blue smack in the middle of the table. Even with all of the flash and hype this type of intelligence technology can deliver in the programmatic space, what’s perhaps the most important element of the equation is the crucial role of having quality audience data.
Source: AdExchanger
To achieve the greatest results possible when creating, targeting, and delivering ad experiences, AI requires massive amounts of data on different types of customers, across demographics, behaviors, and transactions—both offline and online—and more. Looking at AI through a programmatic lens, here’s what that means specifically:
The buzz around new AI marketing applications is well warranted, but it’s important to keep in mind what true success with these tools requires. In order for AI to deliver the magic that marketers are expecting of it, it must be fed by stable, trusted, and accurate audience data.
From agencies and brands on the buy side, to publishers on the sell side, to platforms facilitating tomorrow’s programmatic marketplace, artificial intelligence fueled by quality data will take advertising to new heights.
Are your data sources able to deliver? Reach out to the Alliant team today!