Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.
Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.
Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.
While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
Russia’s invasion of Ukraine is a test case for how ad tech can be used as an instrument of psychological warfare. But some ad tech companies are fighting back with their own AI-powered tools.
