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Another empowering feature of AI is the element of personalization. AI makes it very easy to provide people with a lot of new content. But is the content really useful and helpful for the viewer? This is where the superpower of AI, which is personalization, comes into play.
When using AI, myriads of minute data can be studied and content can be personalized according to the data. This will result in longer engagement of the customers. AI uses complex algorithms to learn about particular customers from patterns of their data history.
Since it simplifies manual work, AI can help organizations to save a lot of money, which, otherwise, has to be spent on employees doing things manually.
Programmatic ad buying is another technology that relies on software to buy digital advertising. In traditional methods, there are manual negotiations, proposals, and court tenders.
In programmatic advertising, the display space in the search engine on the website is bought by using machines and algorithms.
So, people are relying on programmatic ad buying a lot recently, because it helps in better planning and optimization. It also helps in efficiently targeting advertisements.
Let us see an example of programmatic advertising –
A company ABC that sells surfboards and employs programmatic advertising – the platform distinguishes online customers by considering various factors such as:
- Location (male or female between the age of 18 to 45 years)
- Geography (people available within a distance that is about three to five minutes from the beach)
- Interests and hobbies (surfing, place of residence)
- Consumer behavior and patterns (identifies people who search about surfing during their lunch break)
- Time of the day (7 a.m. to 10 p.m.)
- Weather and climate
- Device (smartphones and laptops)
The software then uses actual data to determine the ideal online audience for the campaign and purchases digital ad inventory in an auction-based manner on everything accessible across multiple devices and in locations where the audience might be interested.
Advertisements are customized to each customer’s specific interests and habits. The establishment of intelligent connections, generation of insights, and optimization of performance are all part of the process.
