AdTheorent has pulled back the curtain on the current landscape of the open-web programmatic advertising industry. Partnering with Advertiser Perceptions, the results from their joint study have unveiled key insights that are shaking up the advertising world.
AI and ML: The Driving Forces of Future Success
Artificial Intelligence (AI) and Machine Learning (ML) are not just buzzwords but pivotal components of advertisers’ success stories. Nearly 9 in 10 programmatic advertisers in both the US and Canada are harnessing or planning to leverage AI/ML for various purposes, from contextual targeting to custom ad creation. The most exciting revelation? A staggering 99% of US advertisers and 100% of Canadian advertisers plan to maintain or increase their investments in AI/ML over the next year, setting the stage for a transformative 2024.
Jim Lawson, CEO of AdTheorent, expresses excitement over the results, stating, “It’s promising to see advertisers embrace and have success with privacy-forward methods, including advancing their audience targeting strategies.”
Stuart Schneiderman, EVP, Business Intelligence at Advertiser Perceptions, underscores the significance of the findings, stating, “What our data shows is that advertisers are prioritizing programmatic, connected TV, and AI/ML and that they will be sources of investment and success for many years to come.”
For a deeper dive into these industry-shaping insights, check out the full whitepaper here.