Lecture on Autonomous Advertising and the Digital Revolution

Introduction

• Digital revolution promises freeing from repetitive tasks.
• Computers and software aimed to enable more creative work.
• Innovation in programmatic advertising seeks to fulfill this promise.

Current State of Programmatic Advertising

• Programmatic advertising is complex and growing more so.
• Complexity increases with the growth of the metaverse.
• It involves:
  • Millions of websites and apps
  • Numerous streaming channels
  • Hundreds of thousands of audience segments
• Current ecosystem is overwhelming for manual handling.

Autonomous Advertising

• Concept:
  • Similar to a self-driving car.
  • Users input a budget and expected return on ad spend.
  • The system handles setup, monitoring, and optimization.
  • Aims to simplify buying, reduce labor, and improve results.
• Benefits:
  • Frees marketers from mundane tasks.
  • Encourages creative and experimental marketing ideas.
  • Introduces marketers to new audience segments.
  • Enhances media planning with AI insights.

Technology Behind Autonomous Advertising

• Combines machine learning and AI for predictive intelligence.
• Machine learning addresses fraud and viewability issues.
• People-Based Identity Resolution:
  • Foundational technology for accurate targeting.
  • Enables measuring in-store and e-commerce transactions.
  • Provides persistent, accurate datasets.
  • Supports decentralized and fragmented media future.
• Viant’s Adelphic DSP:
  • Automates ad delivery for maximum return on ad spend.
  • Closed-loop system attributes sales to media exposure.

Future Implications

• Autonomous advertising as an AI analyst assisting marketers.
  • Uncovers patterns and trends.
  • Aids in faster decision-making.
• Provides better returns at lower costs.
• Allows creative growth with speed and agility.
• Promises a more efficient, transparent, and effective future for the web.