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How Will AI Save Adtech

How Will AI Save Adtech

As the adtech ecosystem continues to grow and evolve, the future of adtech lies in artificial intelligence (AI) and machine learning (ML).

It is predicted that advertisers will utilize AI and ML, whether it is predicting, generating, or optimizing ads. There are three fundamental ways that AI can save Adtech:

AI will develop cookieless lookalike models

Assuming Chrome does not push back its removal of cookies, 2023 will likely be the end of the already constrained cookie-based targeting era. Growing solutions such as universal IDs and first-party publisher data show promise, but the reality is that the adtech industry will also need to refine the ability to target and measure performance in the total absence of user-level signals – a task AI can help with.

AI will improve supply path optimization

The future will likely include a mix of manual and AI optimization where advertisers choose a shortlist of exchanges based on broad qualitative and economic factors, and then rely on AI to optimize at a more detailed path level, targeting their goals for price, performance, fraud and more. Thanks to AI, targeting will not involve tracking on a personal level, but rather automatically configuring the ads to complement the context of the page.

AI will supercharge dynamic creative optimization

In the not-too-distant future of adtech, AI will play a pivotal role in helping advertisers achieve their KPIs by creating a privacy-centric, regulatory compliant lookalike model for a larger set of users. AI can be used to gather data via component parts to modify a subject's metadata and find the best combinations to deliver optimal performance and custom ad experiences tailored to each user.

Advertisers can save money, reduce media waste and optimize supply paths at a level of efficiency and detail impossible for humans, further improving overall ROI. AI can also automatically generate the right ad for any given impression, freeing up resources for advertisers to work on the next campaign.