#programmatic

#programmatic

As he explained, programmatic standards like the OpenRTB protocol have enabled computer programs to buy ads on behalf of humans. But the ad formats and inventory types purchased by those programmatic tools have been pretty simplistic, relatively speaking. By that I mean when compared to the complexity of a traditional TV ad buy, where the audience has to be forecasted ahead of time and there are all kinds of rules regarding which advertiser gets what ad slot in which program.

Its impact is most visible in media buying and optimisation, particularly on social channels. While the way AI makes decisions is game-changing, it is also where things start to get unclear. We are handing over a lot of control to the algorithms, yet there is still a major lack of transparency. She believes understanding what signals AI prioritises - and what biases it carries - will become one of the industry's most urgent conversations.