How AI is becoming the superpower of programmatic advertising [DE]

February 21st, 2024

Wie KI zur Superkraft des Programmatic Advertising wird

Ein weiterer Baustein in der KI-geprägten Wertschöpfungskette ist das Predictive Modelling. Damit lassen sich Vorhersagen für ein sinnvolles Targeting ableiten, relevante Zielgruppen und Websites identifizieren und zudem eine Ausspielung auf unerwünschte Umfelder verhindern. “Auf der Supply-Seite sprechen wir also über die Modellierung von Zielgruppen und Themen wie Traffic-Shaping”, fasst Alexei Moltchan, Director of Product Management & Demand bei der Verve Group, zusammen. “Mit Blick auf die Demand-Seite zählen Aspekte wie Gebotsalgorithmen und die Optimierung dynamischer Werbeinhalte dazu.”

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Another component in the AI-influenced value chain is predictive modeling. This makes it possible to derive predictions for sensible targeting, identify relevant target groups and websites and also prevent them from being displayed in undesirable environments. “So on the supply side we talk about modeling target groups and topics like traffic shaping,” summarizes Alexei Moltchan, Director of Product Management & Demand at Verve Group. “Looking at the demand side, this includes aspects such as bidding algorithms and the optimization of dynamic advertising content.”

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