Category Intelligence on Artificial Intelligence covers the following
As digital medium continues to grow, the entire online media buying structure is expected to change. It is expected that a lot of larger advertisers will start to invest to bring the online media buying function in-house wherein they would be owners of the database and would directly work with DMPs for third-party data. Reliance on media agency for media buying is expected to reduce over the next few years.
The virtual market place is used by publishers to push remnant inventory through RTB technology
Online ad networks help media buyers to achieve maximum viewers by collectively reaching several targeted publishers
Agency trading desks are specialized divisions of larger media agency groups, which use proprietary technology to buy and optimize media from DSPs, ad exchanges, ad networks, SSP, and other sources of inventory they are connected with. Example: Xaxis, etc
Engaging with an AI service provider will not affect the slot price paid for the advertisement. The client would be able to receive better media placements, which would lead to improved results of their campaign in Europe.
What are AI service providers?
AI service providers offer tool, which enable advertisers to plan their media mix for different channels.
How do AI tools work?
AI tools are connected to data sources, such as Facebook, Google, etc. Some tools are also connected to third-party data, like Nielsen. They plan the media spend for the client based on the client's spend and sales history.
Are all AI tools connected to programmatic tools?
No. Tools, like Blackwood Seven, Lucy, only provide media plans. Slots have to be purchased through traditional agencies.
How do AI tools impact my cost?
AI tools lead to an increase in the visibility of the advertisement to relevant target audience. Thereby providing better ROI for the campaign, which reduces the CPM.