AI in advertising has gone from a buzzword to a full disruptor in what feels like just a few months. If CES was any indication, there is no sign of this slowing down. Yet, although everyone's talking, few are seeing real results. New research from AdExchanger and Comcast Advertising found that 77% of advertisers agree that AI is transforming how advertising is bought, but a staggering 61% said they hadn't seen a meaningful impact yet.
Just scale in advertising isn't going to sustain the future of journalism in the long-term at the publisher, believes chief commercial director Dominic Carter. While advancements in video, native, mobile and programmatic continue to fuel a promising advertising proposition at News UK, moving forward it wants to use all the data it hasn't been able to share enough of it with advertisers to create products it can make direct revenues from.
Ask the marketing leader of a typical challenger brand about identity and they'll likely say more about aspirations than applications. Brand teams know that identity is fundamental to everything they care about, from finding new customers and lowering acquisition costs to accurately measuring campaign effectiveness and deeply understanding customer behavior. Yet despite a clear grasp of this potential, the solutions remain out of reach to many challenger brands.
