Automation and AI: The Future of Advertising Media Buying Has Arrived

It wasn39t that long ago when most advertising media deals were conducted by phone fax and the occasional liquid lunchamp160 I39ve heard storiesamp160amp160And while email text and enterprise chat have seemingly picked up much of the oldschool slack pun intended a lot of that work is now quickly migrating to purposebuilt digital marketplaces generically referred to as quotprogrammatic advertisingquotamp160 In essence digital automation and AIpowered platforms better facilitate the increasingly complex processes of ad buying and selling helping businesses transact and interact more rapidly efficiently and accuratelyToday more than threequarters of global spending on digital display advertising is automated a phenomenon that will become dramatically more pronounced as most other major media become digitally transformedamp160 The potential of this disruption will have widespread effects on the adsupported media industry and surely shake up the traditional power dynamic among its key participantsSince last decade39s global economic downturn marketers have been under significant pressure to reduce their ad expenditures while at the same time expecting increased marketing effectiveness and more direct investment return from what survives the stricter planning processamp160 Media agencies that have depended on their historically high contributions to the bottomline success of their businesses have been especially challenged to keep up with the changesamp160 Increasing the intelligence of the media buying process to drive ad unit pricing efficiencies are most obviously the prime benefits of automating but are just one part of the bigger picture especially going forwardFor all the hightech advances around advertising infrastructure the process of buying selling and monitoring TV is still often a lowtech undertaking of individual outreach nonlinear communication and virtual paperchasing activities disproportionately devoted to redundant tasks that could benefit enormously from increased speed efficiency and potentially AIamp160amp160XACTV an automated unwired TV network was developed with these challenges in mindamp160 Leveraging AI throughout the estimation planning and optimization process frees up both buyer and seller to focus on strategy and other priorities to drive campaign successThink about eliminating the friction of increasingly voluminous deal execution presumably with the growth of it being handled by AIpowered algorithms Media buying is poised to become more holistic and forwardlooking with an increased focus on strategic planning instead of timeconsuming management of infrastructure inefficienciesamp160 Buying specialists need not fear advancements in automation as indications of impending doom or obsolescenceamp160 Instead they should be viewed as skillenhancing opportunities to add significant new value to increasingly sophisticated clients who themselves are being challenged to increase sales and productivity with digital data and technology in ways they never even imagined just a few years agoMedia buying ad tech automation more broadly marketing tech automation portends incredibly efficient and powerful improvements as well as new opportunities for marketers as they embark within the entwined business functions of media spend allocation and marketing ROI impact assessmentamp160 Creating linear TV marketplaces similar to that of the digital ecosystem fueled by data the complexity of these functions will only mushroom and the need for increased automation and computerdriven artificial intelligence will be obvious how marketing expenditures and advertising media executions are determined executed and maximized will be dependent on automated technologies to achieve effective reach and intelligent scaleamp160 At XACTV we39re doing exactly that creating a new national marketplace extending reach and delivering scale while driving efficiencies the convergence of the two worlds of technologybased linear and digital will continue to be pivotable in how buys are executed in the modern blizzard of media touchpointsPhoto creditamp160 Daniel Chen UnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Automation and AI: The Future of Advertising Media Buying Has Arrived

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Melissa Moschetti

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Automation and AI: The Future of Advertising Media Buying Has Arrived

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