The integration of automation technologies in digital advertising has significantly transformed media buying practices. Recent advancements in AI, particularly large language models and generative AI, offer marketers enhanced capabilities for granular audience targeting, real-time optimization, and improved privacy controls. Survey data reveals a shift in ad spending patterns, with 57% of buyers reallocating budgets monthly, impacting approximately $35 billion in global spending. This agility is supported by new statistical analysis methods and automated bidding systems that facilitate more strategic ad spend allocations, marking a shift from traditional practices.
Fifty-seven percent of ad buyers surveyed by Accenture said they shift ad spend from one platform to another every 30 days or less, equating to about $35 billion in global ad spend being re-deployed each month.
We now have the technical capability to make this more of a workflow tool that you revisit monthly and reallocate budgets accordingly, which is not the kind of flexibility that you would have with a traditional MMM.
Recent advancements in large language models and generative AI have unlocked much greater possibilities in media buying, including granular audience modeling, increased privacy and safety controls and real-time optimization.
Automated bidding systems which optimize ad spend according to an advertiser's goals enable a much more fluid flow of money than manual methods.
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