More businesses will start using automated technology to make the most out of their data!
The market of advertising technology is forecasted to record exponential growth between 2020 and 2023.
A lot of the industry talk surrounding technologies such as artificial intelligence (AI) and machine learning (ML) has until now at least in some way involved programmatic advert buying or bid optimization. The whole idea behind this was that in using programmatic ad campaigns, businesses could cast a bigger and yet more targeted net across a broader plethora of channels.
But until now this year, industry analysts have observed a shifting interest in using these technologies for a perhaps more important pursuit: the automation of their understanding, use and implementation of various techniques regarding customer data.
It is not that marketing and advertising professionals cannot do this on their own without the help of these technologies. They can and for the most part they do. However, with 2.5 quintillion bytes of data created every single day, it is simply not humanly possible to make sense out of all that info both quickly and accurately enough for it to be used effectively and in a timely manner. What we are trying to say is that basically by the time they have identified a pattern that pattern is already obsolete. AI and ML is here to help automate that whole process and give human beings snapshots of trends and basically various recommendations they can implement and fuse into their strategies in order to deliver the right messages to the right targeted audience through the right channels.
“We’re not seeing traction on this just yet,” say Adobe analysts, “but in the next year I think AI and ML will serve a wider purpose in making actionable recommendations for advertising agencies.”
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