Utilizing AI/ML in Your Advertising Platform
By Christopher Robison
January 8, 2020
In today's ultra-competitive online advertising landscape, leveraging data isn't just a bonus; it's a necessity. As someone who's led a mobile team in a prominent online ad company, I've seen first-hand how Artificial Intelligence and Machine Learning (AI/ML) can turn data into actionable insights, leading to more efficient and effective ad campaigns.
The AI/ML Advantage
Traditionally, advertisers would make educated guesses or rely on basic analytics to determine which ads to show, when to show them, and to whom. AI/ML transcends this model by analyzing vast amounts of data to recognize patterns, predict user behavior, and make real-time decisions. Whether it's segmenting an audience or automating bidding processes, AI/ML offers a level of sophistication that's practically impossible to achieve manually.
Targeting Gets Smarter
One of the most potent applications of AI/ML in advertising is enhanced targeting. Algorithms can analyze user behavior, engagement history, and other metrics to determine which ads are most likely to resonate with which users. This reduces the 'spray and pray' approach and increases the chances of a viewer engaging with an ad, thus driving ROI.
Managing an ad budget can be complex. With AI/ML, you can automatically adjust your spending based on real-time analytics. For instance, if the algorithm detects a higher engagement rate during specific hours, it can allocate more budget to those peak times, maximizing effectiveness.
Even the creative aspects of advertising are not beyond the reach of AI/ML. These technologies can analyze which visuals, text, or video elements are more appealing to certain demographics, enabling you to tailor your creative content accordingly.
A Word of Caution
While AI/ML can significantly enhance your advertising efforts, it's crucial to approach it with a balanced mindset. Algorithms are only as good as the data they're trained on, and they can inadvertently amplify existing biases if not carefully managed.
AI/ML is transforming the way advertisers approach their campaigns, offering smarter targeting, more efficient budget allocation, and even creative insights. As we move further into a data-driven world, it's essential to understand how to leverage these technologies to stay ahead of the curve. If done right, AI/ML can turn your good advertising campaign into a great one.