We're seeing major developments in the use of AI-powered systems that are being deployed by marketers and advertisers recently. Programmatic advertising exchanges and platforms all use artificial intelligence and machine learning to regulate the purchase and sale of advertising in real-time. That includes nearly every ad exchange, third-party network, and advertising product on platforms like Facebook, Instagram, and Snapchat.

When it comes to using artificial intelligence to dramatically improve your advertising performance. AI can improve its accuracy at speed and at scale, which both destroys the traditional, non-AI competition and unlocks entirely new capabilities. Advertisers' campaign performance and budget effectiveness are likely dictated by the complex interplay of data points used in the AI systems that power today's ad exchanges.

Artificial intelligence tools exist today that can automatically optimize advertising spend and targeting. AI can process your ad spend and targeting data, look at your results, then learn what actions will drive better performance. It can do this at scale, too, across a large number of complex campaigns. The ability of AI to learn and improve without human involvement give the brand a massive competitive advantage over both human-powered ad programs and those using traditional software.

With machine learning capabilities, artificial intelligence algorithms can help publishers predict what an ideal discount rate could be for a specific proposal. By using the same prediction tools from the company’s prior relationship history with customers, combined with third party resources, artificial intelligence can help publishers identify which advertiser or agency has a better chance to improve their investment and add more items to their shipping cart. Artificial intelligence can help companies in revising historical information, social media performance to aid ranking them on a pipeline. Artificial intelligence technologies are becoming increasingly available. However, the media industry still needs to take a number of steps to adopt them and fully engage in digital transformation.

There is still a long way to go to adapt to artificial intelligence and machine learning using big data in full. Media companies need to embrace the opportunities and invest in training advertising operations professionals, to make the most of them to improve their sales and revenue strategy.

AI brings advertisers insights that humans have never been able to uncover before. It analyzes billions of data points every day, so it can discover statistically significant trends on how consumers behave and what strategies will be most effective. Now it’s time for advertising industry to take maximum benefit out of advanced technologies like Artificial Intelligence to reap the benefits out of it.

 Source- Omnes Editor