First-Party Data, AI Technology Will Sharpen Programmatic Ad Targeting: OMD’s George Manas – Beet.TV

Next year will bring more innovation in audience targeting, as artificial intelligence (AI) technology combined with first-party consumer data support programmatic buying among a wider variety of media channels. Advancements in artificial intelligence and machine learning will make the technologies a more central part of reaching consumers among devices including smartphones, tablets and connected TVs.

Media buyers can expect to see “the application of more advanced algorithms to optimize programmatic media much more holistically,” George Manas, president and chief media officer at OMD USA, a unit of Omnicom Group, said in this interview with Beet.TV. “That’s bringing a degree of precision, scale and automation that is truly new and unique in the programmatic marketplace.”

Artificial intelligence describes a range of technologies that enable machines to handle more advanced problem-solving tasks, while machine learning refers to…

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