The shrinking display ads performance leads to two distinctly different tactics for advertising, programmatic trading and native advertising, according to the PWC Global Entertainment and Media Outlook.
Yet, using the ambient presence of ubiquitous computing in our lives in combination with artificial intelligence, it is possible to enhance the quality of programmatic by offering more value, personalisation and better taking context into account.
Automated does not have to mean impersonal, and AI gives us the possibility to add quality to quantity.
Artificial Intelligence, Advertising and Tech
AI CAN FIX THE AUTOMATIC VS QUALITY AD DIVIDE
“Divergence towards two traditionally different tactics on the marketing spectrum is a
consequence of shrinking display ads performance.” - PWC Global entertainment and media outlook 2014-2018
Trading of display
inventory by machines
Includes real-time bidding on
Buying specific audience
CLARIFYING THE AMBIENT INTELLIGENCE PARADIGM
A pervasive computing principle that is
sensing and reponsive.
AWARE PERSONALIZED ADAPTIVE ANTICIPATORY
Trust & Privacy Human Centric UX
Ann Wuyts for ARGUSLABS.COM - CC BY 2.0 WWW.ARGUSLABS.COM