As a marketer, it’s your responsibility to be attentive to the trends and factors that impact your work.

In this field, that can be something new every year. A lot of times, that can mean technological advancements that allow companies and marketers to do more with the resources they already have, other times, it can be something completely new that the marketplace simply has to adapt to.

There’s never been a better time to take a serious look at these current and emerging technologies and start to imagine their place integrated with your work because the future is already here.

Technologies like virtual reality, artificial intelligence, voice search optimization, and machine learning have been in the public spotlight as the “hot new” trends for a little bit now, but their places in digital advertising, in particular, is just starting to shape up.

In this write-up, we’ll be discussing Artificial Intelligence (Aka AI) specifically as an emerging technology that’s having a huge impact on the marketing world, with even greater changes to come in the near future.

The State of AI In Digital Ads Today

There are various sectors where Artificial Intelligence is having an impact on the ad space. Currently, the largest out of those include Fraud Prevention, Yield Optimization, and Bid Augmentation.

What does this mean, and how is it actually being used?

It can be tough to look past the buzz words, especially when dealing with topics like this, so it’s important to understand what exactly the technology is being used for. In these cases, most of the industry is using primitive machine learning models, instead of using the layered structured algorithms that were designed to mimic the human brain.

These algorithms or Artificial Neural Networks (ANN) are designed through a biologically inspired neural network architecture consisting of several connected nodes (neurons) that communicate their knowledge and collaboratively take the decisions.

Using these types of models equips them to be far more capable of actually delivering true artificial intelligence to learn from previous decisions, in say an ad bid, in order to improve the results based on the data it’s analyzing in real-time.

In a nutshell, we’re training computers to think like humans to help us with marketing actions like ad bidding, optimization, and the prevention of fraud and bot traffic.

#1 Trend Shaping AI In Advertising in 2020

Currently, AI is being the most impactful when it comes to real-time fraud prevention.

In an industry where the fraudsters and scammers are always one step ahead of the massive corporations, AI is standing up to fight. The use of AI in fraud prevention is what allows algorithms to read in real-time the levels of traffic coming through to a site, or bidding on ads, and in seconds determine whether or not the user is fraudulent.

This use and development of AI will not only help companies deal with ad fraud, but it will also fundamentally change the way ads are served and consumer data is processed.

Challenges AI Adoption Faces in the Ad World

Like any new emerging technologies, especially in the advertising world, there are challenges waiting.

For AI, this means training the Deep Neural Networks which is what allows for the development and progress of the AI in the first place. In real-time programmatic advertising, there is a very small window of 300 milliseconds wherein the response has to be generated, ensuring that the predictions are made within that small time frame. Thus it is very crucial to have the correct infrastructure to ensure accurate and quick responses.

And how is this being trained? Through thousands and thousands of hours of practice using data across multitudes of different devices.

Benefits AI Brings to Digital Ads

Now more than ever, data is the future of marketing and is becoming more and more valuable as the days pass.

But dealing with quantities of data that lie in the billions to trillions range on a daily basis is just not a real job for humans to do. So far, the only methodology that can draw any sort of accurate inference from such large datasets is through the implementation of AI into their systems to analyze the data itself, and make guided recommendations based on its findings.

What does the future look like?

While there’s no way of knowing exactly what the future holds in regards to AI, we know it looks bright.

According to industry experts, it wouldn’t be too much of a stretch to predict that many of the linear tasks performed by humans today may eventually be replaced by smart AI systems. The overall landscape of tasks like campaign management, creative verification, etc., may soon be on the path to change as advancements in AI continue to take shape.