AlgoriX and LiveRamp Turbocharge Cookie-less Digital Advertising
A diverse alliance between AlgoriX and LiveRamp aims to speed up cookieless transactions for the digital advertising industry. AlgoriX will integrate LiveRamp’s Authenticated Traffic Solution. Furthermore, it will allow its demand-side platform (DSP) and supply-side platform (SSP) users worldwide to transact on LiveRamp’s RampID.
AlgoriX integrates LiveRamp’s RampID to enhance digital advertising
Via LiveRamp’s data cooperation platform, over 450 of the top advertisers in the world initiate campaigns on RampID. With AlgoriX, LiveRamp’s solutions can now be connected internationally with over 165 DSPs and SSPs, allowing for large-scale reach of high-value audiences and the delivery of tailored experiences across browsers, mobile devices, and CTV. To further improve the AlgoriX SDK’s offering for developers hoping to boost their business in the mobile and in-app advertising arena, AlgoriX will also integrate LiveRamp’s Authenticated Traffic Solution SDK. With the help of AlgoriX’s SDK, these developers can now swiftly implement LiveRamp’s Authenticated Traffic Solution, improving inventory monetization and enhancing the addressability of their opted-in app users.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Here’s what they said
Frederic Liow, AlgoriX SVP for revenue growth & strategy said,
As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers.
Travis Clinger, SVP, of activations and addressability, LiveRamp added,
Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space. LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.
Read More: LiveRamp Partners with Co-Op to Enhance Retail Media
Advertisers Embrace Programmatic Advertising As Cookies Decline
The use of unreliable and mostly independent third-party cookies is coming to an end. What the industry does next is currently up for discussion. While some solutions will look at the context of a webpage, others will concentrate on interest, and some will try to develop a widely used but privacy-first ID system. Over the coming year, the majority of advertisers and agencies want to increase their programmatic spending while third-party cookies continue to be phased out. About 58% of advertisers are unprepared to operate in the cookie-less world, according to Warc’s research. The cause is cited as a lack of practical knowledge of how their work is still impacted by evolving privacy laws. Additionally, the report noted that more than 60% of marketers have reservations about reaching audiences without the use of third-party cookies.
Cookies Phase Out Story Until Now
Google stated that it would stop enabling third-party cookies in the Chrome browser in 2021. Other browsers rapidly followed suit after this. The advertising industry was rocked by this news, leaving marketers unsure of what to do next. However, companies are recognizing the chances to monetize the advertising industry through their ecosystems, despite any potential downsides. Advertisers realize the advantages of properly framing their advertising and connecting with people by meeting their requirements. Additionally, they can guarantee user data security and foster transparency. By enabling end users to place more trust in companies, the improved security has enabled advertisers to forge closer connections with consumers.
Around 95% of the web is expected to anonymize with the phase-out of third-party cookies. It has greatly increased prospects for new ecosystems to arise by leaving a vast hole on the internet. However, due to several unanticipated circumstances, the phase-out was extended until 2023. The UK and the EEA’s revised privacy laws, Google’s testing of the Federal Learning of Cohorts (FLoC) and Privacy Sandbox, and a high level of user demand for enhanced transparency are the causes.
Google is now planning to roll out this modification gradually, starting with 1% of Chrome users in early 2024. Developers will be able to evaluate their preparation for the wider shift during the initial phase, which will act as a practical test. A considerable change in advertising tactics is necessary as a result of the deprecation of third-party cookies. Adversaries need to investigate alternatives to specific user tracking for targeting and measurement. It is advised to negotiate the change by utilizing first-party data, investing in contextual targeting, and working with business partners.
Read More: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
The Current State of the Programmatic Landscape
Over the previous few years, programmatic ad spending has doubled due to exponential growth. Programmatic advertising has become a major role in the dynamic world of ad technology. Since its introduction, it has been significantly advancing the advertising sector. The buying and selling of ad inventory has been streamlined and made more effective than ever thanks to its automation features. In 2023, as we reach the halfway point, a few things have changed. Advertisers should keep a close eye on a number of programmatic advertising trends to maintain an edge over rivals.
Examining Possible Replacements for Third-Party Cookies
Cookies are being resisted due to privacy issues. Publishing companies must therefore prioritize identifying options for the third party. However, research from Adobe claims that 74% of users still rely on third-party cookies, and this is worrying. However, according to a different survey, 41% of marketers still think that removing third-party cookies will be one of the most difficult tasks. Therefore, in order to prevent any interruptions to their advertising campaigns, marketers will need to find alternatives to third-party cookies.
Growth of DOOH
In the years following the pandemic, offline buying has increased. More and more individuals are going to physical stores to make purchases. The recent boom in programmatic advertising is unrestricted by cookie regulations. As a result, marketers ought to concentrate on billboard advertisements. People’s interactions with offline advertising are vastly improving. This includes interactive display ads, 3D billboards, and more. The amount spent on digital out-of-home (DOOH) advertising in the United States will increase by around 11.4 percent to almost 2.94 billion dollars by 2023, predicts Statista. This represents more than one-third of the yearly expected OOH ad spending in the US. For the first time ever, in 2023, DOOH ad expenditure will surpass the pre-pandemic spending recorded in 2019. Additional digital screens are appearing for advertisement across the nation. Programmatic strategy is well-positioned to secure a significant chunk of this spending in the upcoming years.
Building programmatic efficiency with AI and ML
The application of AI and ML is a further development in the field of programmatic advertising. Both advertisers and publishers can greatly profit from these technologies. With the help of AI, publishers can better understand their audience, increase user involvement through tailored recommendations, and automate the generation and optimization of content. This leads to scalable presentation and better comprehension. On the other side, AI and ML can quickly analyze vast amounts of data for advertisers. Campaign targeting and automation are now more successful than ever.
The growth of video advertisements.
The popularity of video commercials is predicted to skyrocket. According to Statista, expenditure on video advertising is anticipated to reach 176.6 billion dollars by the end of 2023, growing at a CAGR of 6.80%. The average ad expenditure per internet user in the market for video advertising is anticipated to be 33.13 in 2023. Additionally, connected TV spending is estimated to amount to $30 billion. Furthermore, with better-quality inventory and more straightforward measurement, programmatic video is becoming a more premium medium. Programmatic video is leading the way toward a more creative, targeted, and interactive advertising environment. In general, video advertising is growing rapidly in programmatic advertising.
Read More: And Google Does It Again, Delays Phaseout of Third-Party Cookies
Programmatic advertising without third-party cookies
Programmatic advertising has historically used third-party cookies to target particular audiences. However, the ability of marketers to follow and target audiences on the web is declining due to the gradual decline of the third-party cookie and the adoption of new privacy rules. Programmatic ecosystem scaling has also resulted in the expansion of innovative channels, including connected TV, gaming, programmatic audio, retail, and digital out-of-house.
There is a rush to define what a cookie-less future might entail with third-party cookies on their way out. Programmatic advertising will change, but its status as a crucial tool for digital marketing will endure. In 2023, Statista expects that programmatic ad spending will surpass $550 billion globally. And as technology develops year after year, programmatic advertising remains an interesting field thanks to improved software and algorithms.
According to a report, Dentsu predicts 28% and 15.2% growth rates for retail media and CTV in 2023, respectively, in emerging digital sectors. Additionally, programmatic advertising will account for 71.4% of all digital spending, an increase of 14.4%. According to a different survey by IAB Europe, 74% of advertisers, 80% of agencies, and 68% of publishers anticipate that investments in programmatic trading would rise over the ensuing 12 months. In addition, CTV has become the main growth sector, with more than 50% of stakeholders linking it to the acceleration of programming growth over the coming year.
Controlled first-party cookies are prominent in programmatic advertising trends since Google still permits first-party data. It is fantastic for locating the correct audiences on the appropriate platform at the appropriate moment and for contextual advertising. From 2023 to 2035, contextual marketing is expected to grow by 18%. However, to maximize results and ROI, marketers are playing a smart game with the distribution of their ad spend budget.
Image credit- AdMonsters
Read More: Relief To Advertisers As Google Postpones The Elimination Of Third-Party Cookies Till 2023.
Challenges facing post-third-party cookies arena
However, advertisers still experience difficulties. Lack of consistency is the biggest challenge brands face in managing media networks. They claimed there was annoyance with the quantity, caliber, and uniformity of data and reporting offered by each channel. This increased the brand teams’ efforts and made cross-platform comparisons challenging. The “walled-garden environment” that companies encounter when operating within the ecosystem presented advertisers with their second issue. They remain in the dark regarding their activations, which makes it difficult to maximize their deployment and return on investment. 44% of advertisers reported this problem.
Image credit- ANA
Advertisers continue looking for alternatives to third-party tracking cookies, as cookies completely phase out starting in 2024. They are also investigating more contextual and interest-based targeting models. They include those based on images, audio, location, content sentiment, time, and weather. Additionally, they are working more closely with publishers, platforms, and tech suppliers to take advantage of shared data and insights as they push further to gather first- and second-party data to learn more about their customers. They have, however, also made several cautions about the expansion of programmatic channels.
The demise of third-party cookies marks a critical turning point for the industry. Advertisers are reacting to the novel situation. They now need to adopt cutting-edge tactics and technology to respect consumer tastes and confidentiality while retaining useful functionality. This will turn out to be the real test for them to tap into their creative side!
Read More: Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
GumGum Unveils Social Empowerment Initiative with In-Video Ads
GumGum, a contextually relevant, international digital advertising platform, unveiled a new project through GumGum Gives. It is an initiative that uses audiences’ and participants’ strengths to improve social interactions. Its objective is to assist advocacy groups in getting people to pay attention to and become aware of them through the GumGum non-interruptive In-Video linked TV ad format. The Trevor Project, a non-profit dedicated to preventing LGBTQIA+ adolescent suicide, WildAid, and Digitalundivided, an organization that supports Latina and Black women entrepreneurs, are the first organizations to collaborate with GumGum.
GumGum Gives
As one of its broad social impact pillars, this fresh effort is a crucial component of GumGum’s dedication to social impact. The business is dedicated to fostering a more inclusive and diverse tech sector. It contributes to the community’s and society’s positive effects. By utilizing their In-Video connected TV ad unit, GumGum promotes awareness of and advocates for advocacy organizations through this project.
The newest and most cutting-edge advertising format offered by GumGum, In-Video, enables brands to interact with viewers in real time without interfering with their viewing experience. Publishers who permit In-Video advertising have additional options to profit by providing extra material for advertisers to use. For both free, ad-supported TV (FAST) and video on demand (VOD), all CTV publishers utilize overlay advertising.
Premier Partnering Organizations
Until the end of the year, campaigns for The Trevor Project, WildAid, and digitalundivided are all running across GumGum’s inventory. Additionally, they have had great success. For a period of the campaign’s flight duration, one of the organizations in particular received over 20%-point life in organizational awareness and ad recall.
Read More: WPP and Optimizely Team Up for Data-Driven Digital Experiences
Here’s what they said
GumGum’s Chief Technology Officer, Ken Weiner said,
The CTV audience is huge and continues to grow, and we are excited to work with advocacy organizations like The Trevor Project, WildAid, and digitalundivided to leverage our In-Video ad unit to help them amplify attention and grow awareness. The biggest benefit of In-Video is that it’s an extremely cost-effective and low-lift way to help these organizations meet audiences in the right moment as they watch streaming TV.
Abie Peacock (she/her), Senior Director of Integrated Marketing for The Trevor Project commented,
We are grateful for the partnership of GumGum in helping us reach new audiences to raise awareness of The Trevor Project’s critical life-saving work. At a moment where anti-LGBTQ legislation and rhetoric is at an all-time high, and LGBTQ young people need our support more than ever, it is inspiring that through the power of this partnership, so many target audience members have been moved to take action in support of Trevor’s life-saving mission.
Brittany S. Hale, Interim CEO & COO of digitalundivided stated,
As the number of women of color entrepreneurs continues to grow, we understand the value of meeting them where they are and cultivating a supportive ecosystem of partners that share an aligned vision to advance equity in the innovation space. We’re grateful to be a part of this initiative and to have resources like GumGum to help further build awareness around the work we do to champion equity and opportunity for women of color founders at all stages of their entrepreneurial journey.
Read More: VeraViews – Alkimi Join Forces to Revolutionize Digital Advertising
Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
Google’s recent announcement of phasing out third-party cookies has sent ripples through the digital advertising industry. This move is part of the tech giant’s commitment to prioritize user privacy and reshape the way online advertising operates. In this article, we delve into the details of Google’s plan, its implications for advertisers, and the challenges and opportunities that lie ahead.
The Shift Towards Privacy-Conscious Advertising
Google’s Privacy Sandbox initiative aims to replace third-party cookies with a more privacy-conscious approach. Instead of individual user tracking, Privacy Sandbox proposes the concept of cohorts, grouping users based on similar browsing patterns and interests. By protecting user data and allowing individuals to manage their interests, Google seeks to strike a balance between privacy and effective advertising.
Phased Rollout and Testing
Google plans to gradually implement this change, beginning with 1% of Chrome users in early 2024. This initial phase serves as a real-world test, allowing developers to assess their readiness for the broader transition. The company also plans to make Privacy Sandbox’s relevance and measurement APIs available to all Chrome users in the Chrome 115 release, enabling developers to experiment and test these APIs with live traffic. Tech Crunch quoted Google’s Victor Wong, who leads product for Private Advertising Technology within Privacy Sandbox said,
This plan was developed with close consultation and coordination with UK’s Competition and Markets Authority — the CMA. We consulted with them on this and we felt this is the best way to, jointly with the industry, actually test out the solution.
In Q4 , we help coordinate some of the testing and make that easier. Q1 , we deprecate for 1%, which then, for everyone in the industry, forces them to seriously start experimenting and testing.
Adapting Advertising Strategies
The deprecation of third-party cookies necessitates a significant shift in advertising strategies. Advertisers must explore alternative targeting and measurement methods that rely less on individual user tracking. Leveraging first-party data, investing in contextual targeting, and collaborating with industry partners are among the recommended approaches to navigate this transition successfully.
Challenges and Opportunities
The elimination of third-party cookies poses challenges in measuring conversions, personalizing ad experiences, and attributing campaign success. However, it also opens doors to innovative solutions, such as enhanced first-party data utilization, contextual advertising, and increased collaboration among advertisers, agencies, and technology providers. Advertisers have an opportunity to build stronger relationships with their target audiences while respecting their privacy.
Industry Response and Readiness
While Google’s move towards privacy-conscious advertising has received praise, it has also sparked discussions and concerns within the industry. Adtech developers are eager to test Privacy Sandbox APIs at scale, and some have already begun experimenting. However, other browser vendors are pursuing different approaches, adding complexity to the advertising ecosystem.
Preparing for the Future
Advertisers are advised to stay informed about the latest developments and guidelines associated with Privacy Sandbox. They should assess the compatibility of their current advertising tools and platforms, invest in building first-party data capabilities, and actively collaborate with industry stakeholders to shape the future of privacy-centric advertising.
Google’s decision to phase out third-party cookies marks a significant milestone in the evolution of digital advertising. As the industry adjusts to the new reality, advertisers must embrace innovative strategies and technologies that respect user privacy while maintaining effective targeting and measurement capabilities. The road ahead may present challenges, but by staying proactive and adaptable, advertisers can seize the opportunities that arise and continue to connect with their audiences in a privacy-conscious manner. The era of cookieless advertising is upon us, and it’s time to embrace the change.
Interesting Read: And Google Does It Again, Delays Phaseout of Third-Party Cookies
Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma
Vishal Sharma, the Director Digital Trading at GroupM, has over a decade of experience in digital advertising, specializing in digital trading, vendor management, affiliate marketing, and performance marketing. ADscholars had an exclusive conversation with him to gain insights into his career growth and the ever-changing digital advertising landscape.
How did you get started in the advertising industry, and what inspired you to focus on digital advertising and trading?
I gained exposure to digital marketing in 2011 while managing a team of virtual assistants at a KPO. My fascination with the possibilities of digital marketing grew as I learned about SAAS platforms, SEO, SEM, email, SMS, and more. The ever-changing digital landscape, including the metaverse, connected TV, and quick commerce, has kept me passionate about providing transparent and measurable results for clients. My current role in digital trading involves managing commercials, pricing, making pitches, partner recommendations, and strategy development for clients.
What are the most significant changes you have witnessed in the advertising industry during your career, and how have these changes influenced your approach to digital trading and performance marketing?
The advent of digital media has transformed the way businesses approach marketing and advertising, providing opportunities to reach wider audiences. Social media platforms such as Google, LinkedIn, Meta, and Twitter are now essential tools for effective audience targeting. Programmatic advertising has made the process more efficient, allowing for greater precision in ad targeting. While Google and Facebook were the focus of display ads a decade ago, clients are now exploring new KPIs beyond these giants, including quick commerce, addressable TV, performance business, and branding activities.
What are the current digital trends that are shaping the advertising industry, and how can businesses leverage them to stay ahead of the curve?
OTT platforms are popular among Gen Z, with TV following closely behind, while radio and direct mail have lower attention. Quick commerce enables faster delivery and stocking, transforming e-commerce like never before. AI has gained traction in digital marketing, with ChatGPT being a popular solution, but how to effectively deliver prompts and communicate with the technology remains a challenge. Clients are optimizing bids while using audience optimization tools, and Finecast, an in-house product, enables TV addressability through connected TV inventory across OTT platforms. It enables detailed audience targeting, even down to specific pin codes across India.
With the rise of programmatic advertising, how do you see the future of advertising and media buying evolving?
Despite the evolution of programmatic advertising, some traditional clients still use non-programmatic ways of execution, while most clients have adopted programmatic advertising for effective targeting. Media buying now requires minimal human intervention, although the human touch is still necessary for larger deal-making and pricing advantages.
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What are the key metrics that businesses should focus on when measuring the success of their digital advertising campaigns, and how can they use this data to optimize their campaigns?
Businesses should measure metrics such as CPM, CPC, CPS, CPL, and ROI to back-calculate the effectiveness and efficiency of each channel delivering results. The growing adoption of mobile devices and AI has resulted in a significant increase in data collection, storage, and usage in recent years. Using reliable and verified data is an effective way to achieve marketing campaign goals. There are now SAAS tools available that merge Ad tech with Martech to optimize campaigns. Our traders are adapting to this new buying approach and recommending the optimal mix to advertisers while preserving branding requirements and marketing goals.
What advice do you have for young professionals who want to pursue a career in digital advertising and trading?
Based on my extensive experience, my advice to young professionals today is to be agile and dynamic in their approach. They should be ready to learn and unlearn since this industry will be ever-evolving. Digital marketing offers growth opportunities, as professionals gain experience in all aspects of a brand’s online presence, create strategies for high ROI and website rankings, and use data-driven approaches for effective campaign evaluations. The field is expected to grow in 2023, and there is a high demand for digital marketing jobs.
PubMatic Partners with Comscore’s Proximic for ID-Less Targeting
PubMatic, an independent technology company focused on digital advertising’s future supply chain, has teamed up with Proximic by Comscore to integrate the latter’s Predictive Audiences and Content Targeting solutions into the PubMatic platform. These solutions are contextually driven alternatives to ID-based targeting, allowing marketers and media companies to boost their reach and performance without relying on IDs. PubMatic’s Connect platform provides media buyers with privacy-first access to data and insights, making data from Proximic by Comscore available to them. The integration enables PubMatic’s clients to reach key audiences across various devices and platforms, including desktop, mobile, and connected TV, in a premium and brand-safe environment.
Jessica Trainor, Head of Partnerships, Proximic by Comscore said,
We are excited to partner with PubMatic to make our Predictive Audiences easily accessible for targeting on the sell side. This partnership offers buyers access to ID-less audiences that can be applied to private marketplaces to help close the addressability gap left by the many compounding factors driving signal loss in our industry.
Mark Williams, Senior Director, Audience Solutions, EMEA at PubMatic said,
PubMatic is committed to providing advertising solutions that deliver results. This partnership with Proximic by Comscore enables us to offer addressable audiences, incremental reach and performance to our clients. Digital advertising industry is shifting from buy-side to sell-side targeting, a strategy that delivers superior addressability and performance for both publishers and advertisers in a privacy-centric matter.
Interesting Read: The Adtech Landscape in 2023
Tête-à-Tête With ChatGPT- The Power Of AI
A new era in marketing has begun, where artificial intelligence and human expertise come together in unprecedented ways.
Meet ChatGPT, the revolutionary and generative A.I. changing the game. Open AI released the tool to the public and has already passed the million-user mark.
The technology that can effortlessly converse on any topic, from science to literature and designing to coding like a master bard spinning tales by the fire. It is a true digital oracle, able to answer any question and solve any problem with its vast array of information. Are we on the verge of a next encyclopedic genie, and is it likely to be a rival to Google in the digital age?
But what does ChatGPT know about advertising and marketing? Joining us is the star-of-the-moment ‘Chat GPT’ to explain all about and it had plenty to say-
- Me: What is Chat GPT?
ChatGPT: ChatGPT is a large language model that was trained by OpenAI. It is a variant of the GPT (Generative Pre-training Transformer) model, which was trained on a dataset of conversational text. The model is designed to generate human-like text, and can be used for a variety of natural language processing tasks such as language translation, text summarization, and question answering.
- Me: How can advertisers use ChatGPT?
ChatGPT: Advertisers can use ChatGPT for a variety of tasks, including:
Content creation: Advertisers can use ChatGPT to generate compelling and engaging content for social media posts, blog articles, and other types of marketing materials.
Ad copywriting: ChatGPT can be used to generate creative and persuasive ad copy for various types of ads, such as search ads, display ads, and video ads.
Chatbot development: Advertisers can use ChatGPT to develop conversational chatbots that can interact with customers and provide them with personalized product recommendations, answer their questions, and guide them through the purchasing process.
Language translation: ChatGPT can be used to automatically translate marketing materials into different languages, making it easier for advertisers to reach global audiences.
Sentiment analysis: ChatGPT can be used to analyze customer feedback, reviews, and other types of text data to understand how customers feel about a brand or product, which can be useful for improving marketing strategies.
Content optimization: Advertisers can use ChatGPT to optimize their content for search engines by identifying high-performing keywords and phrases, and incorporating them into their content in a natural way.
Personalization: ChatGPT can be used to personalize emails, messages and other forms of communication to make them more engaging and effective, by analyzing the data of the target audience.
Overall, ChatGPT can be a valuable tool for advertisers, helping them to create high-quality content, engage with customers, and optimize their marketing efforts.
- Me: Assume you are an advertiser. Create a campaign to promote a kid’s product aged 5-12 years. Choose a target audience, keywords, and slogan for the product, select media platforms to promote the product, and additional activities needed to reach the product to the audience.
ChatGPT: As an advertiser, I would create a campaign to promote a kids product aged 5-12 years. The product is a new line of educational toys that are designed to make learning fun and interactive.
Target audience: Parents of children aged 5-12 years
Keywords: Educational toys, learning, fun, interactive
Slogan: “Learning made fun with our interactive educational toys”
Media platforms:
Social media (Facebook, Instagram, TikTok)
Youtube
Family-friendly websites and blogs
Activities:
Influencer marketing: Partner with popular parenting bloggers and social media influencers to showcase the product and its benefits through unboxing videos, product reviews, and demonstrations.
Online contests: Run online contests on social media platforms to increase engagement and create buzz around the product.
In-store promotions: Partner with popular toy stores and organize in-store promotions and demonstrations to allow parents and children to try the product before making a purchase.
Educational workshops: Organize educational workshops for children aged 5-12 years in schools and community centers, to demonstrate the product and its benefits in a fun and interactive way.
Overall, the campaign strategy is to create a fun, interactive, and educational experience that resonates with the target audience and showcases the product’s unique features and benefits.
Excerpt from ChatGPT conversation
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
- Me: Does AI play a role in advertising?
Chat GPT: Yes, AI plays a role in advertising. AI can be used in various aspects of the advertising process, such as:
Targeting: AI can be used to analyze consumer data and target specific demographics or individuals with personalized advertising.
Optimization: AI algorithms can be used to optimize ad performance by analyzing data on consumer behavior and making adjustments to ad placement and targeting.
Creative: AI can be used to generate ad copy, images, and videos and to optimize the creative elements of ads.
Media buying: AI can be used to automate the buying and placement of ads, reducing the need for human involvement in the process.
Measurement and attribution: AI can be used to analyze the performance of ads and track consumer behavior, providing insights into the effectiveness of advertising campaigns.
Chatbots and virtual assistants: AI-powered chatbots and virtual assistants can be used to interact with consumers and provide personalized recommendations, product information, and customer service through messaging platforms and voice assistants.
Overall, AI can be a powerful tool in the advertising industry, helping companies to reach the right audience, optimize ad performance, and make data-driven decisions.
- Me: Create a creative and funny commercial to release the limited edition shoe collection in the style of David Ogilvy, the father of advertising.
ChatGPT: “Ladies and Gentlemen, are you tired of blending in with the crowd? Want to make a statement and stand out from the rest? Look no further, because our limited edition shoe collection is here to give you the ultimate style boost.
These shoes aren’t just any ordinary kicks – they’re a fashion revolution. With a sleek design and bold colors, they’ll turn heads and make you the envy of your friends. Plus, they’re made with the highest quality materials, ensuring they’ll last you for years to come.
But here’s the catch – we only made a limited number of these bad boys. So, if you want to be one of the lucky few to own a pair, you better act fast. Because when they’re gone, they’re gone.
Don’t be a follower, be a leader. Get your hands on our limited edition shoe collection today and make a fashion statement that will be remembered for years to come. Plus, as an added bonus, each shoe comes with a complimentary “kickin’ it in style” bumper sticker.
“Step up your shoe game, before they sell out”
Excerpt from our conversation with ChatGPT
- Me: Can ChatGPT replace professionals in the digital advertising world?
Chat GPT: ChatGPT can assist in certain aspects of digital advertising, such as generating ad copy and researching keywords, but it cannot replace the expertise and creativity of professionals in the digital advertising industry.
A professional digital advertiser has the ability to understand the target audience, create campaigns that are tailored to their needs, and adapt to changes in market trends. They also have the ability to understand the nuances of the industry and create effective campaigns that drive results.
Additionally, ChatGPT is not able to understand the complex algorithms of platforms like Google and Facebook, which are essential to the success of digital advertising campaigns.
In summary, ChatGPT can be a useful tool for digital advertisers, but it cannot replace the human element and professional expertise that is necessary for successful digital advertising campaigns.
- Me: Can the success of ChatGPT lead to it replacing Google?
ChatGPT: No, the success of ChatGPT does not mean it can replace Google. ChatGPT is an advanced language model AI technology that can assist in tasks such as generating content and providing insights. However, it is not designed to be a search engine and cannot match the capabilities and resources of Google. Google has been developed over many years and has a vast amount of data and powerful algorithms to understand users’ queries and provide the most accurate results. While ChatGPT can provide valuable information, it cannot replace Google as a search engine.
Wrapping Up
It is amazing how quickly and easily a chatbot like ChatGPT can provide an overview of audience needs and marketing suggestions with a single prompt. However, it is important to note that these results should be validated against your own audience insights. The information should be refined and expanded upon through a workshop process before final decisions are made on marketing strategies. ChatGPT can be a valuable tool as a starting point for research and brainstorming, but it should not be relied upon solely for making final marketing decisions.
Microsoft is planning to challenge Google by integrating conversational AI with Bing Search. It is considering investing $10 billion in Open AI says a lot about the future of AI. It will be making OpenAI’s ChatGPT available with its Azure OpenAI suite of services.
It’s crucial to keep in mind that while ChatGPT can be a valuable asset, it cannot substitute human expertise and judgment. It should be utilized in conjunction with human skills and creativity to make the best decisions.
Despite the potential challenges in using ChatGPT which we will discuss in the next part of the blog, it’s a powerful tool that can bring significant benefits to the marketing field. To make the most of it, it is crucial to ask the right questions. We can harness the full potential of the technology and stay ahead of the competition Through ongoing learning and experimentation.
You can try it for yourself at https://chat.openai.com.
Altruist Technologies Acquires Precise Communications
Altruist Technologies, a leading global Technologies & Services group of companies has acquired Precise Communications (Precise Communication FZ LLC and Precise Communication Design LLC).
The company email communication stated that Precise Communication is now a part of the Altruist group of companies. It is expanding its presence in the GCC region by adding new clients and service offerings, with an emphasis on an integrated marketing communications approach. Being part of the Altruist group, Precise Communications will be able to continue its operations while having access to more resources, expertise, and additional services to offer, which will aid in the expansion of its client’s businesses and help strengthen its offerings.
Ingersol Jayakumar has taken over as the new CEO of Precise Communications, succeeding the company’s founders, Ashik Hasim and Gopal Aswani. The founders are excited to have Jayakumar at the helm and are eager to utilize his expertise and industry experience to continue driving the growth of the company.
Jayakumar brings over 24 years of experience in the telecom, technology, and media industries, having worked in both India and the UAE. He has been the CEO of the Altruist Group Middle East businesses since 2016.
About Altruist Technologies
Altruist Group of companies is a large organization with over 17000 employees and 20 global brands. They provide services to more than 100 Telecom Operators and 100+ large, medium, and small enterprises in over 50 countries. In the UAE alone, the Altruist group has over 400 employees and has been operating since 2011 in Dubai and Sharjah, serving clients such as Etisalat, Noon, Ministry of Health, Carrefour, and others.
Interesting Read: Lemma and Phi Advertising Collaborate to Bring Programmatic Advertising to UAE Market
Mindshare and HUL shine at Impact Digital Influencer Awards
Exchange4media unveils the winners of the second edition of Impact Digital Influencer Awards held in Mumbai, India. This award recognizes brands, agencies, and individuals who have produced great influencer-driven content. In the world of Digital Marketing, influencer marketing has become increasingly important and has gained momentum. The INCA-e4m Influencer Marketing Report 2022 estimates the influencer market to be valued presently at Rs 1275 crore and gross 2800 crore by 2026 with a CAGR of 25%.
Mindshare bagged the honor of ‘Agency of the Year’ and Hindustan Unilever Limited (HUL) was named ‘Brand of the Year’.
Mindshare wins also included 17 gold metals for its Boost campaign #GameStaminaKa – Breaking Gender Barriers in Gaming in the Best FMCG Campaign category. Continuing the gold winning spree, the agency won for ‘Making the In The Making’ campaign for Instagram, the Best Platform – Specific Content Campaign category. Another bagged for PepsiCo India’s and Brooke Bond campaign under the Best Food and Beverages category. Yet another gold came for Pepsodent for HUL. The agency has also garnered silver and bronze metals
Other gold wins include:
Efficacy Worldwide – 2 gold,
Edelman India – 2 gold,
FoxyMoron – 2 gold,
INCA–GroupM -1 gold,
Interactive Avenues -3 gold
Additionally, other gold winners named were MediaCom, Kulfi Collective, Tonic Worldwide, Blitzkraig, Voxxy Media, galleri5, Alliance Advertising & Marketing Pvt. Ltd, White Rivers Media and Pivotroots.
Schbang, Wavemaker India, Hive Minds, Qyuki Digital Media, Adani Digital Labs, are a few names that won silver. The ‘Best Influencer of the Year’ award was given to Shlok Srivastava while Shlok Srivastava bagged the award for ‘Best Tech Influencer’.
Read more: The Ultimate A-Z Glossary Of Digital Advertising!
Is Apple Building A Demand Side Advertising Platform?
Apple appears to be launching its own demand-side platform, though details are thin. Recent job postings hints that the company is expanding its ad business. An Apple job posting indicated that the company is looking for a product manager with 8 years of experience building a mobile demand-side platform and optimizing mobile campaigns.
Digiday broke the news that hiring in the Ad Platforms division has risen significantly since the beginning of 2022. It also highlighted job listings that state Apple is building “the most privacy-forward, sophisticated demand side platform possible”.
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Why a DSP?
For any ad company, DSPs represent their intent. Apple’s decision to make it more difficult for companies to sell ads within its ecosystem has enabled it to grow exponentially.
The DSP is a crucial part of any ad tech stack with the goal of winning more media dollars. Basically, it’s the technology that allows a marketer to automate their advertising. The automation of the process is important because it means marketers scale up campaigns based on performance indicator factors, aided by machine learning. It is important that the platform is well-engineered so that advertisers are satisfied and will spend more on it.
In order to create a good DSP, a significant investment of time and money is required. Times have changed and Apple seems to be changing its position on online advertising. This is settled through a DSP.
Apple has scaled and built its advertising business behind the scenes, leveraging its ecosystem assets and user data, they have created seamless consumer experiences. The next logical step in this evolution is for Apple to build its own DSP. As a result, they will have full control over how and where their data is used, preventing leakage outside of their walled garden.
Apple adds new ad plans
Earlier this month, Apple announced they were adding two new advertising slots to its App Store. In the near future, developers will have the ability to place ads outside of the Search tab and Search results. The new advertising spot will appear alongside editorial content on the ‘Today’ page of the App Store. Another ad placement will appear on product pages under the tab “You May Also Like”.
Will the DSP succeed?
Long-time Apple observers will know Apple’s iAds failure. It was a mobile advertising platform that allowed third-party developers to embed advertisements into their applications directly. But Apple takes another chance at that market, to add to its growing pile of services revenue sources. Introducing new advertising opportunities in the App Store and recruiting a team to build its own DSP.
As DigiDay notes, it remains unclear if the intended DSP is geared toward serving ads solely on Apple’s owned and operated properties, such as the App Store itself or on the millions of iOS apps, or even on third-party properties such as the mobile web.
For industry experts, Apple’s plans to launch a DSP are not particularly surprising especially considering industry trends and its privacy-oriented mission.
