How to get started with AI In Programmatic Buying

The growth of Artificial Intelligence (AI) is accelerating at such a pace that it can be challenging to keep up with its practical applications in everyday life. This is a quick guide on how you can incorporate AI into your programmatic buying strategy in a few easy steps.

ABOUT AI

In short, the purpose of AI is to enable machines to exhibit human-like abilities such as problem-solving, decision-making, and reasoning. AI technology operates by processing large amounts of data, identifying correlations and patterns within this data, and utilizing these patterns to predict future outcomes.

HOW DO I GET STARTED?

Many people mistakenly believe that it is difficult to get started with AI. The actual barrier is that we belief that we must use AI on everything instead of starting small and gradually scaling up. By simply having an open mindset and a test & learning approach you have a good starting point to get started. Here is 5 simple steps that can help you get started:

Step 1 – Ensure all data usage complies with regulations like GDPR. Robust data privacy and security messages is a must before working with AI.

Step 2 – Explore and recognize AI as a tool. Begin your AI journey with an easily accessible tool like Chat GPT to get comfortable with the technology. An easy opening question could be asking Chat GPT for help about the possibilities of AI in programmatic buying.

Step 3 – Identify the potential in your programmatic buying. AI can be used for multiple purposes such as leveraging machine learning algorithms and data analytics to optimize ad buying processes, targeting, and creative elements. AI can both be used to analyze larger datasets quickly and efficiently, and/or to improve efficiency directly in your buying.

Step 4 – Create an AI roadmap to work structured with AI implementations, follow-ups, and learnings. Read more about how to implement an experimental culture in your company here: https://www.groupm.dk/povs/saadan-giver-du-plads-til-en-eksperimenterende-kultur-i-din-virksomhed/

Step 5 – Collaborate with your agency to maximize the potential of AI. Depending on whether your programmatic buying is managed in-house or by your agency, certain implementations may be more or less dependent on their involvement. For instance, at GroupM, we have several years of experience using algorithms as efficiency and optimization tools through our AI technology, Copilot: https://www.groupm.dk/videoer/alt-du-skal-vide-om-copilot-i-programmatic/

By effectively integrating AI into programmatic buying, businesses can enhance targeting accuracy, improve campaign performance, reduce cost, and achieve higher ROI. With all the benefits of AI it should not be an option to work with, it should be an active choice and prioritization.

If you are interested in hearing more about how we use AI in programmatic buying please reach out to Director of Programmatic, Dorte Lundin, [email protected] for more information.