The notion that artificial intelligence (AI) is supposed to 'replace' human intelligence can sound pretty scary, particu
DECEMBER 2017 Predictions Magazine
Can Programmatic Think Like Us? How Artificial Intelligence Will Impact Our Industry In 2018 & Beyond
LIZZY LAKRA SENIOR DISPLAY STRATEGIST —
PROGRAMMATIC DISPLAY
The notion that artificial intelligence (AI) is supposed
not-so-distant reality adds more complexity to the
to ‘replace’ human intelligence can sound pretty
picture. Currently, it’s being predicted that by 2050,
scary, particularly when the likes of Stephen Hawking
we’ll have developed AI as complex as the human
express that it could be the biggest threat for
mind – if this is the path we’re on, it’s going to be
humanity . So, what will the world look like once
peppered with lots of technological advancements
we’ve developed a mind that can evolve faster than
that bring with them moral and ethical challenges.
humans? Thinking of all the potential outcomes that
But that needn’t be a negative journey.
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could seemingly make sci-fi fiction novels feel like a
Enter narrow AI Nowadays, AI is already impacting our work and
clicks isn’t always the most effective tactic for
the way we lead our lives. For instance, within
campaign performance, as traders drive up the
programmatic, your regular demand-side platform
demand for clicks, making them more expensive and,
(DSP) is using ‘narrow AI’ all the time; this represents
as a result, severely impact KPIs when it comes to
a direct, rule-based algorithmic system which is
cost efficiency. So, while AI can make things easier,
limited by only being able to do what you tell it to,
human logic will still need to determine the viability
so humans are still in the driving seat. In the context
of the process. But, generally, AI will help us begin
of running a programmatic campaign, it allows
to unpick several problems faced in programmatic
advertisers to set the technology up to optimise
trading and, as it develops further, the more complex
towards clicks, for example. That being said, there’s
the algorithms driving it will become.
a flaw in this type of setup as optimising towards
Efficiency, efficiency, efficiency AppNexus is making great headway in this space,
involvement in processes and instead focus their
having just launched its Programmable Bidder
attention on strategic thinking and more complex
(APB ), an industry first of its kind. The platform can
activations during their working day.
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buy on a ‘view’ basis (rather than impressions), as well as target people based on deterministic, crossdevice capabilities at no extra cost 3. This, alongside a slew of other smart capabilities within the platform, will boost campaign performance and efficiency, all within a shorter time frame. The rise of this type of technology means traders can reduce their
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PROGRAMMATIC DISPLAY
What’s going to be big in 2018 and beyond ö ö ‘AI’ will still be a dominant topic in digital
ö ö Big players, such as Adobe and Google, will
and, like many buzzwords, not everyone will
launch their own ‘programmable platform’,
understand quite what it means
following in the path of AppNexus
ö ö AI will continue to be built into agency,
ö ö Agencies and brands will follow by adopting
technology and partners’ sales strategies (how
these new platforms, allowing clients to reap
advanced the AI technology actually is, is
the gains in efficiency
another matter)
What I believe AI in programmatic will look like ö ö We’ll have a single platform that can buy every
ö ö AI-fuelled technology will make use of all digital
type of digital media programmatically from the
channels, so that they work together to drive an
point of creative upload, to delivery, optimisation
optimum ROI for the advertiser
and reporting, in the most efficient way possible
ö ö Eventually, AI algorithms will be able to ‘think for
ö ö AI will allow advertisers to optimise based on a
themselves’, dictating how much budget should
holistic, end-to-end view of performance, using
be invested into each channel, and deciding when
deterministic attribution modelling in real time to
activity should go live, with what creative, and in
buy impressions
what context
Don’t panic – you’ll still have a job I can hear you wondering whether you should go
as the industry evolves, so do people in terms of
back to school and study something completely
their knowledge and expertise, at which point an
different. But fear not, you’re not likely to be out of
understanding of how things used to work will
a job (unless you do something wildly inappropriate
inevitably shape the future of our industry. So,
at a work party, but try not to blame AI for that!).
there’s nothing to worry about just yet, although
Technology can only develop at a certain pace,
what our fate might be in 2050 leaves a lot to the
so you’ll see change happen progressively. And
imagination.
http://www.bbc.co.uk/news/av/science-environment-30289705/stephen-hawking-ai-could-spell-end-of-the-human-race https://www.appnexus.com/en/buyers/programmable-bidder 3. https://www.prnewswire.com/news-releases/appnexus-launches-the-appnexus-programmable-platform-the-industrys-first-programmable-dsp-300549935.html 1. 2.
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PROGRAMMATIC DISPLAY
“AI is already impacting our work and the way we lead our lives”
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