Artificial intelligence is no longer a phenomenon of the future – it’s here, right now. AI is present in our daily lives and nearly every industry. In the world of advertising, developments in AI are molding the work we produce, how we’re doing that work, and the way we analyze and improve on it.
Creativity is more important than ever, working hand in hand with AI to leverage strategic insights from ever-increasing amounts of data; creative turns information into action.
Facebook uses AI to show users content that they care about, both organically and through paid advertising. Their algorithm is constantly learning to serve users ads based on the way they interact with Facebook apps. We utilize Facebook’s machine learning to show users relevant and actionable ads.
For example, if we optimize an ad campaign for traffic or landing page views, we are telling FB to show ads to users that normally click through to websites from their News Feed, Instagram, etc. AI provides access to Facebook user’s behaviors, so we can provide more relevant creative and targeting.
AI is what allows Programmatic to similarly reach and target specific audiences, encompassing recipients from dozens of exchanges and thousands of websites.
In the year ahead, Dynamic Creative Optimization (DCO) is expected to make digital ads more difficult than ever for consumers to resist. DCO is a form of Programmatic and Facebook advertising that allows us to alter creative elements of the ads we’re running in real-time to optimize their performance. We can update graphics, colours, copy, and calls-to-action to personalise messages to what is or is not resonating with the target consumer.
AI enables these unprecedented levels of personalization by factoring in location, consumer preference, and demographic information to re-target consumers when they actually need a product or service.
Artificial Intelligence enables newfound levels of security, and could essentially eradicate brand safety concerns in 2019 by helping brands serve ads more securely online. View ability fraud is a type of display fraud where ads are not visible to a user because of shady techniques like ad stacking or ad masking.
Ad stacking is when multiple ads are layered on top of each other in a single ad placement. In this scenario, when the user clicks on the visible ad, it drives up clicks registered for all ads in the stack. Ad masking is when an ad is hidden behind page content, similarly registering false impression and click activity.
Display and view ability fraud have traditionally been major concerns for brands, but because programmatic is continually learning, we can utilise its brand safety segmentation capabilities to ensure that ads are not served fraudulently, or anywhere that may conflict with a brand’s image and goals.
Fraud and view ability feeds within programmatic ensure brands avoid display fraud or impression fraud by providing them real-time protection, blocking IP addresses it has learned to be fraudulent, and filtering out media sources or campaigns with high numbers of impressions and low numbers of actual clicks (likely the result of ad masking).
In regard to brand safety on social media, Facebook’s machine learning algorithms have text and speech recognition capabilities that enable it to rank ads and search results, keeping spam and misleading content like “Fake News” from feeds. These brand safety controls prevent ads from being delivered alongside any content that isn’t conducive to a brand, by enforcing community standards for what is shareable on the platform, allowing relevant targeting capabilities, and providing controls for where ads are shown.
Overall, as AI becomes increasingly sophisticated it’s helping brands serve safer and more secure ads, resulting in a more transparent industry.
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