March 31, 2017
The current role of AI in digital advertising

The current role of AI in digital advertising

In recent years, the digital world has become increasingly aware of, and reliant upon, AI technologies. To ensure the responsible and transparent development of AI, technology giants including Google, Facebook, Amazon and (most recently) Apple established the ‘Partnership on AI’, which aims to promote the benefits to marketers and consumers, and alleviate any concerns about the impact of AI on daily life. But amid these times of speculation, marketers are beginning to realise that one thing is for certain: AI is a reality, and will inevitably have an impact on the digital advertising industry.

The first thing for marketers to understand is how AI is already influencing digital advertising. Several ad platforms already incorporate machine learning technology and Natural Language Processing (NLP) to enable the delivery of more relevant content to consumers, as well as creating more cost-effective targeted algorithms and campaigns. NLP works by semantically analysing data at a granular (i.e. page) level – in real time – to comprehend and process words, emotions, and context just as the human brain would. By making use of these sophisticated technologies, marketers can make decisions in seconds as to when and where they should be placing their ads to best reach and engage their target audience.

Read more about the role of AI in digital advertising in our latest article “AI – technological singularity or simply the best thing to happen to digital marketing?” on IT Pro Portal