As digital advertising has expanded, it is exciting to see how advanced technology, specifically AI, can make it better. The industry’s growth has created so much complexity that advertisers are often frustrated when they are unable to execute what they envisioned.
Advertisers and their media teams are caught up in an endless number of “fire drills” that command immediate attention and take up too much time. What was once a relatively streamlined business has become completely fractured.
With AI in advertisers’ corner, they gain an incredible opportunity to reclaim their brains. Deep learning gives advertisers more than campaign results; it gives them more time to focus on new challenges, more chances to think up new ideas and more ways to grow their business.
Deep learning gives advertisers more
By tapping into deep learning, advertisers can be more:
Inventive: People need space to think about new ideas. Getting time back means that brainstorming sessions can become a more regular part of the workday. Media buyers gain more time to look critically at their media plan, get to know creative publisher partners and take that call with an innovative startup.
Inclusive: From enabling DE&I goals, mentoring teammates, or engaging more people in the creative and media buying process, being inclusive needs to be table stakes. Advanced AI has the ability to understand nuance and sentiment, meaning media buys can be just as intentional and inclusive as the ad creative.
Responsive: Everyone knows that feeling that comes with the list of unread emails and Slack scrolls that go on forever. Rather than constantly reacting to immediate issues and having to push everything else aside, advertisers can be more responsive, focusing on conversations and connections that drive business forward. They can prioritize the strategic needs, solving problems before they become fire drills.
Collaborative: There is a big difference between working together and collaborating. With more time, teams can brainstorm at a deeper level and step back to examine how they can work better together.
Transformative: A funny thing happens when advertisers have more time—everything starts to evolve. Transformation becomes possible. Advertisers can tap into new innovations and gain the mental clarity to problem solve at a higher level.
Festive: Deep learning streamlines campaign performance and outcomes. Small wins become bigger wins, and success starts to come faster. Advertisers have more reasons to celebrate and more time to do it.
Why advertisers need more now
Just over ten years after Comscore reported in 2012 that digital advertising delivered a total of 5.3 trillion ads, the Google Display Network alone serves 24 billion ads per day. Video has exploded, becoming a massive contributor to the total. Walled gardens do not just consist of Google and Facebook, there is also Instagram, Snap, TikTok, Amazon, Netflix and Walmart. Digital advertising stretches across smartphones, computers and, excitingly, TVs.
In 2024, the industry is reaching an inflection point. Successfully working around Google’s deprecation of the third-party cookie and navigating new AI search solutions will require advertisers to lean in even harder if they want to reach audiences on quality content at scale. And advertisers leaning into true innovation are coming out ahead.
Deep learning has emerged as a pivotal step-change in advertising efficiency and effectiveness. Cognitiv’s Deep Learning Advertising Platform gives advertisers more time to do the things they are most excited about doing, the things that transform and propel their business. This more sophisticated AI eliminates a lot of the manual work, those constant fire drills and the unnecessary complexity.
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Jeremy Fain is the CEO and co-founder of Cognitiv. With over 20 years of interactive experience with agencies, publishers and adtech management, Jeremy has previously held leadership roles for Rubicon Project, CBS Interactive and the IAB, where he shaped interactive industry policy, standards and best practices.
