The advertising industry is in the midst of a fundamental transformation, evolving as the wider world changes around it. While third-party cookies are here to stay, advertisers have long moved beyond relying on them. Now, as maintaining user privacy is of paramount importance, the spotlight is on using less intrusive avenues to target individuals.
Shifting priorities have coincided with the rise of artificial intelligence (AI), a market expected to be worth more than £550 billion by 2035. However, while AI’s impact is already undeniable, where it will make the most significant impact for brands and agencies isn’t always obvious. So, where should advertisers begin on their journey to getting the most out of the technology?
Finding the right solution
Marketing budgets have been under increasing pressure over the last few years. This is because businesses demand to see real results from their investments, as marketers grapple with the seismic shifts happening within the advertising ecosystem.
The industry is in desperate need of finding solutions that work, reaching the right audiences ahead of the competition without spending unnecessary sums of money. Cost-effectiveness and real outcomes are the order of the day.
Advertisers need to adopt effective strategies across all of their channels, creating a consistent experience and a truly connected marketing effort. This is the only way they can ensure they’re marketing their products and/or services with accuracy, scale, and precision.
It means consumers receive the most relevant advertising and, in turn, the brand benefits from the best possible results. However, this can only happen with the correct application of AI technology, which satisfies both the need for outcomes and protects consumer privacy.
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Before adopting AI technology, advertisers need to consider their objectives. They need to identify which KPIs matter the most to them. Do they want to maximise engagement and user acquisition, or lower the cost-per-view?
Whatever the goal, investing in the right AI technology will ensure they don’t continue to contribute to the millions being wasted on ineffective ad spend. In particular, Deep Learning-powered technology provides the perfect solution.
One of Deep Learning’s greatest assets is its ability to interpret swathes of data in near real-time, elevating an advertiser’s understanding of data to previously unattainable levels. This enables the technology to derive better insights, even when working with anonymised data, allowing for more effective targeting.
What’s more, this technology undertakes the near-impossible task of manually wading through a large number of data points. This means that businesses can maximise efficiency, improve resource utilisation and, ultimately, produce faster, more cost-effective outcomes. Being able to react to the fast-paced nature of today’s economic and technological landscape, as well as the pressure to maximise marketing dollars further, is critical to success and outperforming the competition.
Generating the best outcomes
The capabilities of Deep Learning technology truly shine when coupled with Generative AI (GenAI).
GenAI-powered technologies are capable of uncovering hyperspecific URLs that signal genuine interest from users engaging with content. These URLs can then be combined with product curation, ensuring that the user only sees what they’re most interested in. Campaigns that leverage this technology benefit from unprecedented levels of engagement and improved metrics, regardless of the KPIs the business is focused on.
Deep Learning takes contextual-based targeting beyond simply matching keywords or conducting domain-level analysis, and it does so without requiring the use of personal data.
Moreover, because automation is being used to analyse the large datasets, there’s less chance of missing key patterns in the data. The true value of key datasets can be unlocked, while also maintaining robust standards for data privacy and brand safety.
A future taking shape
It’s now common knowledge that AI is set to completely transform advertising. However, marketers should ensure they’re working with their partners to test and adapt the AI technologies that will produce the best results. As a reward for staying up-to-date on both AI technologies and partner companies, the most sophisticated marketers are likely to derive significant competitive advantage in the marketplace.
GenAI-powered solutions will be at the centre of this ongoing technological transformation, and utilising specific tools, such as Large Language Models (LLMs), will be key for marketers looking to deliver the best outcomes for their brands. The advanced contextual targeting made possible by these tools creates an environment where campaigns can be delivered with unrivalled precision and scale, without ever putting the consumer’s safety or privacy at risk.
The future of advertising is already upon us, but there’s a right way for businesses to leverage the technologies at their disposal. The present and future of the industry should be powered by intelligence and true intent, rather than intrusion and guesswork.
