Developing relevant messaging is the first step in running a successful advertising campaign.

Next, you want to make sure messages appear in the right context. You wouldn’t try to sell sunscreen when it’s raining or umbrellas when it’s sunny. You also don’t want to advertise a product to someone who has just purchased it.

As in the Target case, brands can use artificial intelligence to serve more relevant, targeted messages in the right places, at the right times.

Marketers simply input buyer segments, campaign parameters, such as targets, KPIs (like CTR, ROI, impressions, etc.), and advertising budget and AI finds the appropriate placements for ads.

It can adjust placement and spend based on real-time responses.

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