Demand-side platforms (DSPs), supply-side platforms, dynamic creative providers and others are all working together to bring AI into the mainstream of programmatic, where it promises to make advertising more relevant for both consumers and brands.
Brand safety concerns have come into sharp focus over the last 18 months. Both brands and publishers have been rocked by repeated controversies as ads have been found appearing next to disturbing content.
Google had a lot to say at its annual Google I/O developer conference this year, but the announcement that left everyone buzzing was the company’s demo of its super-intelligent AI-based Google Assistant application.
To date, DWA has used Bombora’s Always On data resources across several campaigns for B2B advertisers across different industries. In some cases, DWA has watched its clients KPIs increase by more than 100% by using these updated audiences to reach in-market prospects through programmatic ad buying across channels.
Taking programmatic in-house is a hot topic. You probably hear a few brands say “We took programmatic in-house,” but realistically, they’re likely just sending an IO to a DSP, which doesn’t necessarily result in more transparency or better performance.