AI has become a game-changer in the world of advertising, enabling brands to deliver highly personalized and relevant content to consumers. With 42% of consumers still getting annoyed when the AD content isn’t relevant to them, there is a clear demand for more precise and customized advertising solutions. Here is where programmatic advertising excels, automating the buying and selling of ad space, using sophisticated algorithms to analyze user data, demographics, and real-time trends to seamlessly connect your ad with the people most likely to be interested in your offering. This data-driven approach ensures that ads are not only relevant but also timely, reaching the right person at the right moment.
Whether it’s on CTV, DOOH, or OTT ADs, programmatic technology helps brands with precision targeting which not only improves ad performance but also enhances the user experience by reducing ad fatigue. As this technology continues to evolve, it’s clear that programmatic advertising is not just a trend but a fundamental shift in the way advertising operates.
AI in Programmatic:
AI is significantly transforming programmatic advertising and how it operates. The already automated programmatic processes are made much easier and more efficient with the help of AI. Leveraging AI and data analytics enables advertisers to optimize their campaigns for enhanced performance and efficiency. AI also helps in the process of programmatic buying, audience and media planning, set up dynamic ad placements and unlock creative automations that make campaign management easier, while offering valuable insights for that campaign. With the swift advancement of AI and programmatic tools, Programmatic advertising is set to make up the lion’s share (91.3%) of US digital display advertising by the end of 2024.
The Future of Programmatic Advertising:
As we look ahead, AI-enhanced programmatic advertising is expected to play an even more prominent role in the broader advertising ecosystem. The integration of AI and machine learning will continue to refine and enhance the precision of ad targeting, making campaigns more relevant and effective.
- Given the future of cookies being uncertain by each coming day, contextual advertising is becoming key for advertisers to shift to a more privacy-centric environment, which is made even easier with the help of Programmatic ADs.
- The rise of 5G and download speeds worldwide will lead to more efficient and faster programmatic media buying and planning, along with making video-AD formats more accessible for brands and users.
- Another significant advancement in this space is Supply Path Optimization (SPO), which leverages AI to streamline the digital ad supply chain. SPO improves efficiency by reducing latency, increasing transparency, and cutting out unnecessary intermediaries, thereby enhancing ad delivery speed and overall performance. This approach not only optimizes ad placement and targeting but also boosts ROI and revenue for both advertisers and publishers.
- With Brands like Netflix announcing the launch of their new ad-tech platform partnered with programmatic platforms along with CNN and WBD Sports launching their new programmatic advertising marketplace, it is clear that the media giants are betting big on the programmatic advertising landscape.
As programmatic advertising grows at a rapid pace, taking over emerging media formats like DOOH, CTV, In-Game ADs & Audio ADs, it is imperative for marketers to future proof their advertising plans and include programmatic advertising into their marketing strategies. With Lemma, brands can advertise programmatically on all the emerging platforms seamlessly under one roof. Partner with us and make the most out of your advertising campaigns with our programmatic capabilities.
