Artificial Intelligence Market Intelligence

Are you looking for answers on Artificial Intelligence category?

Are you looking for answers on Artificial Intelligence category?

  • What are the key trends in Artificial Intelligence category?
  • Am I paying the right price?
  • Am I working with the right supplier?
  • What are the major challenges and risks in Artificial Intelligence industry?
  • How is Artificial Intelligence industry performing?

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Report Coverage

  • Major Media Agency's Analysis – AI Standpoint
  • AI Supply–Demand Analysis
  • Supplier Identification and Shortlisting

Table of contents

  1. AI Supply - Demand Analysis
  1. Major Media Agency’s Analysis - AI Standpoint
  1. Supplier Identification and Shortlisting
  1. How Does The Future of Programmatic Look?
  1. Where does AI Fit in the Digital Media Landscape?
  1. What Do AI Agencies Do?

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Role of AI in Digital Media Landscape

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.

  • Traditional media agencies are improving their importance in online media buying through a DMP. DMP provides intelligence on the target audience
  • 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

  •  DSPs are used by advertisers and their agencies to buy inventory from multiple ad exchanges, ad networks, and other sources of online media inventory
  • Media agencies partner with DSP providers to enhance the efficiency of the media buying process Example: DataXu, The Trade Desk MediaMath
  • Online advertising network: Advertisers can buy media slots from several publishers, collectively from a single advertising network, because of the aggregated inventory held by an advertising network, Thus, it helps advertisers in scale. Here, advertising networks have more control than publishers over the media inventory Example: Seven One Media, Tomorrow Focus, IDG, Bauer Media, etc
  • Online advertising network: Advertisers can buy media slots from several publishers, collectively from a single advertising network, because of the aggregated inventory held by an advertising network
  • Thus, it helps advertisers in scale. Here, advertising networks have more control than publishers over the media inventory Example: Seven One Media, Tomorrow Focus, IDG, Bauer Media, etc

What Do AI Agencies Do? 

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.

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