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How AI & Machine Learning improving the quality of programmatic advertsing
play what's there, play
what's not there.
Welcome to the advertising in the age of Artificial intelligence, gone are the days when the concept of AI was chiefly associated with science fiction and robots.. Thanks to the Artificial Intelligence, machines are now smarter than the plodding marketers in reaching the right customer at the right time with the right Ad.
AI meliorates audience targeting for publishers and advertisers
AI gives machines the ability to think like human, automating lots of processes for advertisers that humans normally have to do – things like buying the right media, targeting the right users, personalizing the creative, optimizing bid rates and so on. Targeted impression is one of the greatest revenue growth opportunity for both publisher and advertiser. Amli’s Intelligent Machine Learning Algorithms are now able to provide advertisers with invaluable predictive knowledge for a set of attributes that represents the interests and need of the user to impact rather than fallaciously assuming that future predictions will be similar to past events. Publishers provide targeting powered by 3rd party audiences which lack in differentiation, quality and granularity also publishers only get a minimal fraction, despite being the owners of the space being used, as most of the value created through targeting is captured by 3rd party audience providers. AI will radically change advertising targeting for publisher by allowing them to shift media bargaining power in their favour by dropping 3rd party audiences and switching to algorithms .
How AI helping us to improve overall quality ?
Bad Traffic filtering :
Every day we come across Ad fraud cases, there has been a drastic increase in Ad fraud in the recent years, making fraud detection important than ever. Amli is handling around 17-25 billion Ad Request per day and we are filtering almost all IVT in real time within microseconds achieved by Amli technical Team . Fraudulent resources are getting smarter day by day, so validating IP and User-Agent will not work always. However we are filtering each and every request over 300+ millions IP’s belongs to Data center , VPN and from Public Proxy worldwide. We are making sure to Advertisers that their campaigns reaches real device. There is always a requirement to enhance the feature on this and save unnecessary cost of Advertisers and Ad Network/ Exchanges as request using lot of resources.
Request Optimization for AD exchange in Programmatic Advertising :
Amli Track both side performance whether its a Publishers or Advertisers. We avoid unnecessary request where Advertisers win % probability is less or they don't have fill , Here our Machine Learning algorithms considering each parameter. Sending billions request across DSP’s will not work in Programmatic Advertising as its increasing unnecessary cost on infra for both parties.
Bid Floor Management :
Bid floor are major constraint in programmatic Advertising . Bid floor management is very important to keep system stable and provide all campaigns to take part in auction on the other hand win rate must be upto the mark. It not only keeps bidfloor under control but also balances the win rate at the same time.
Brand Safety :
Artificial intelligence when used in the frame of reference of ad fraud has long had a polarising effect on the industry. Companies nowadays are focusing on Brand safety as much as they are on impressions, clicks and revenue generation. Brand safety got initialized because of some advertising mishaps, threatening the brand’s reputation and image. This includes fake or irrelevant news or content that is not aligned with the brand- for example, a chocolate brand advertising next to content on prevention of tooth decay. In this connection, AI is acting as a saviour by offering solutions through algorithms. AI solutions might not be able to eliminate the entire damage, it can offer subtle or slight degree of difference that programmatic is lacking today.