In the vastness of the internet, it’s easy for advertisers to get lost in cyberspace. So when mobile started catching fire, technology stepped up to help make mobile advertising work. Through constant innovation, ad tech is now changing the face of modern advertising.
Automation and programmatic ad platforms are developing using AI and Machine Learning, Artificial, and Virtual Reality. 5G and blockchain are set to disrupt the industry, and companies are working on technologies aimed at replacing third-party cookies.
We’ve broken down the areas of technology that are leading the changes in advertising technology.
The power of automation
Advertisers rely on accurate consumer data to understand and reach their audiences. Automated ad platforms use powerful algorithms to analyze masses of data, leverage it to bid on ad space with the greatest potential for conversions, and evaluate campaign results. This makes it possible to create and manage many more campaigns—more effectively—than ever before. As a result, advertisers can achieve their desired ROIs more easily, with less burden on their teams.
Programmatic platforms meet AI
Programmatic ad platforms are taking automation to the next level with artificial intelligence (AI) and machine learning (ML), which aggregate huge volumes of data, then translate it into actionable insights that support better decisions and enable more effective programs. Bottom line: Advertisers can bid for ad space with data-based confidence that they’re appealing to the right consumers. Programmatic ad platforms designed for augmented reality (AR) and virtual reality (VR) are on the horizon as well.
The promise of 5G
Fifth-generation cellular wireless—5G—is here, bringing the promise of much faster connections for mobile devices. It opens the door to hyper-targeting audiences and effortlessly reaching across all connected devices in a smart home. This matters greatly in light of the “multi-screen journey” described by author Daniel Rowles, who suggests we “take into account smartphones, tablet devices, desktops/laptops, wearables (such as smart watches), TV and, with the advent of driverless cars and the increase in driver services such as Uber, in-car screens.” No doubt 5G’s higher resolution and speedier page loads will be welcome on all of these screens, too.
Blockchain is best known for its role in cryptocurrency, where it speeds payments across shared networks with unprecedented security. It also provides transparency, and that’s what counts for advertisers. Blockchain technology assures consumers that the ads they see are always genuine, not frauds, and offers advertisers access to information consumers have chosen to share. Advertisers can leverage blockchain for sharper targeting and serving more relevant ads—resulting in more conversions and higher revenues.
Life after third-party cookies
A large number of consumers are now remaining anonymous online by blocking third-party cookies via Facebook Instant articles, Google AMP, or their browsers. That makes it impossible to serve them targeted ads and personalized content, according to Permutive co-founder Joe Root, which could be disastrous for advertisers. The answer is “next-generation data management platforms” that empower them to use first-party data from their own audiences. “In 2019, publishers should be able to have visibility on their entire audience,” he says, and to own all of their data as well.
Online advertising has opened a new world to advertisers, but it’s “a double-edged sword,” explains content and social media account executive Halli Bruton, because even though there are “more platforms and places to advertise than ever before … consumers are being shown so much advertising throughout the day that it takes something special to grab their attention.”
Technology has proven to be well-equipped to conquer that challenge—and whatever is still to come in the vastness of mobile advertising.