Programmatic Advertising: Is It The End Of Advertising As We Know It?

Artificial intelligence has changed the world we live in. The integration of AI into our daily lives has been a hot topic in recent years and has affected the way people communicate around the globe to the way that companies do business, especially in marketing. For professionals working in tech, the rise of chatbots and programmatic advertising has increased efficiency in the workplace, but it has also caused many to wonder if these increasingly intelligent machines will soon make human workers redundant. 

But before tech professionals head into a tailspin about potential job loss and robots taking over the world, there are numerous reasons that embracing tools such as programmatic ad-buying will lead to positive developments in advertising. Today, tThere are various ways that those working in marketing and fin-tech can utilize AI in order to improve their jobs, rather than eradicating them altogether. 

1. Improves efficiency



Programmatic advertising can do a lot of good for companies that are looking to improve their efficiency. Machines can now perform basic tasks with greater accuracy and knowledge thanks to big data. Much in the way that data mining has taught humans how to target consumers in more meaningful and personal ways that have increased revenue and consumer engagement, data has also enabled machines to improve their services in a similar way. While this is part of the reason that people fear they are so replaceable, but it’s also important to note that embracing tools like programmatic ad-buying can increase workplace efficiency, which can have noticeably positive results when it comes to increasing revenue and ROI.

Companies that are looking to save a bit of cash or spend their money more wisely can benefit from investing in programmatic advertising, as it can provide fast and accurate results. For those who are new to implementing AI into their plan, it may be wise to consult a financial analyst who can help you identify where you can be more efficient, and help you track additional progress to see if automated ad-buying is working for you. 

2. Always hit your target

Big data has made it easier than ever for marketers and advertisers to reach their target markets. Working a broad range of knowledge concerning customer needs has proven to increase consumer engagement as well as revenue. Big data is what makes programmatic advertising so efficient, and much like we do, machines can now utilize data to identify markets, quickly and efficiently. Programmatic advertising removes the tedious process of analyzing a large amount of data, segmenting consumers based on different variables, such as age, gender, income, and other relevant information based on your businesses specific needs. 

In addition to different groups, programmatic advertising also tracks consumer activities and integrated into the pool of information that can be used to identify what types of advertisements should be purchased. Programmatic advertising is effective in retargeting methods. Analyzing consumer’s purchasing and browsing histories, programed ad-buyers can then use this information to purchase the appropriate advertisements to promote similar products and encourage customers to return. 

3. Makes more room for creativity

Sales teams can use programmatic advertising to their benefit, as smart technologies can take care of tedious tasks, such as research, compiling orders, leaving more room for advertising teams to focus on the creative process. Today’s consumers have a lot to choose from, so if you are going to stand out, you’ll need to show consumers why your worth getting to know. While the machines are taking care of the data analysis, your advertising team can focus on your company’s story. Advertisements that are original, and engaging generate long-term interest in a product, as creative content tends to be more memorable. 

As programmatic advertising becomes more advanced, there is a good chance that buyers might be out of a job at some point but, hopefully, buyer and sales positions will have evolved by that point. By embracing artificial intelligence, human workers can take on new roles which will complement the integration of AI in the workplace. But, for now, rather than shying away from the growing machine learning trend, businesses can learn to use it to their advantage.

2 comments about "Programmatic Advertising: Is It The End Of Advertising As We Know It?".
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  1. Charles Jamison from Footsteps, March 30, 2017 at 9 a.m.

  2. Ed Papazian from Media Dynamics Inc, March 30, 2017 at 9:26 a.m.

    Charles Jamison makes some interesting points---I think. However turning to the article, I would point out again that media buying is merely an executional function involved in getting an advertiser's message to the public---it is not advertising. There is no such thing as "programmatic advertising". As for the often stated "benefits" of programmatic media buying--- improved targeting, better "efficiency", etc. It's highly debatable as to whether this approach actually delivers the goods in digital media---perhaps for advertisers who are preoccupied with getting the lowest CPMs; perhaps not for advertisers who have other requirements and goals for their media campaigns. And not to worry, "creatives", the machines probably wont be coming up with clever or motivating product positioning strategies, let alone more effective ad executions anytime soon.No one is against reviewing relevant "data" in media planning/buying or in fashioning ad campauigns, but humans will continue to make all of the basic decisions, with "data" used  as a guide---if the 'data" can be synthesized into useful and practical information.

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