Creation and customization thanks to AI
AI is transforming the adtech landscape by first enabling in-depth personalization of ads. It is one of the most effective responses to the disappearance of third-party cookies. By analyzing user behaviors and preferences, on a very large scale and in real time, AI makes it possible to deliver increasingly targeted and relevant ads. It also significantly improves the user browsing experience, their engagement and, as a result, their conversion.
Additionally, AI is playing an increasingly important role in the design cash app database of creative and engaging advertising content, using techniques such as machine learning to generate visuals and texts that resonate with the target audience. Video formats are also affected by AI. It is now quick and easy to transform static elements into dynamic creative, or even to decline a video source file almost infinitely in order to find the most effective creative combinations.
A holy grail even seems to be emerging. Real-time optimization and personalization of redirection pages, an essential condition for campaign performance, but often underestimated by advertisers due to lack of time and data.
Automated campaign management
Beyond content creation and targeting personalization, AI is also a game changer for campaign management. Predictive technologies are capable of performing A/B tests on large audience segments, enabling the automatic and almost instantaneous optimization of the distribution of creatives based on specific performance criteria throughout the marketing funnel. In addition to improving campaign performance, this is a considerable and valuable time saving for advertisers. They can thus focus with their agencies on high value-added actions, i.e. the creative strategy, the media mix, the definition of KPIs and their measurement.
Ethical and regulatory challenges
Just like when third-party cookies became more widely available more than 20 years ago, the adoption of AI in adtech raises ethical and regulatory issues, particularly to combat prejudice but also to protect data confidentiality.
It is imperative that generational AI platforms establish clear frameworks and boundaries for the tools they make available to the general public and adhere to strict standards to ensure that their users’ privacy is respected. Existing regulatory frameworks, such as the GDPR and the EU Artificial Intelligence Act, provide a solid foundation, but continued and proactive vigilance is required to maintain a balance between effective personalization, ethics, integrity, and privacy.
AI and AdTech, a rich but still vague evolution
The advent of AI seems to hold a flourishing future for adtech. Between various technological advances, efficiency and time gains, putting the user back at the center of the debate, our industry certainly has a lot to gain. But progress also means new challenges that open web players will have to address very quickly and not, once again, let the digital giants take the biggest slice of the pie.
