According to a survey by Alfi, the Florida-based artificial intelligence (AI) advertising SaaS platform, half of top advertising executives expect programmatic ad spend will increase dramatically over the next three years. The research also found that when asked to choose the top three benefits of programmatic advertising, 94% of respondents mentioned automation. Programmatic advertising involves the automated purchase and management of digital advertising campaigns based on specific customer types and contexts.
Machine learning (ML) becomes more sophisticated and marketable, its number of use cases in programmatic advertising continues to grow, attracting the attention of advertising agencies. the majority of the remaining half (43%) still expect moderate increases, highlighting a unanimous consensus on the imminent growth of this style of marketing. Paul Pereira, CEO of Alfi, said: “Major technological advances and a growing focus on more precise audience targeting and evaluation are driving the growth of programmatic advertising, making it one of the most exciting developments and dynamics in marketing.” We are seeing more requests from customers and prospects in this part of our business and we expect it to be an area of strong growth for us.
“Aside from automation which has stood out as the key benefit for most senior executives , 72% chose real-time measurement as another major driver of programmatic advertising, followed by 67% who viewed sophisticated targeting as an advantage.Finally, 46% selected ROI as one of the top three benefits. Pereira added: “Advertisers demand better performance and capacity from the advertising technology they use tica, content publishers and brand owners can find and use the right messages to make a viewer’s outdoor digital advertising experience more valuable and effective. “