The rise of artificial intelligence (AI) and new automated tools has revolutionized the programmatic advertising sector, raising concerns among some marketers about the future and scope of their roles.
According to a Forrester Research research from 2023, automation might replace 33,000 agency employment by 2030, with AI accounting for up to one-third of those. Meanwhile, an eMarketer survey indicated that 37% of global C-level executives believed generative AI would have a significant influence on jobs at all levels. This is especially concerning for algorithmic traders.
Traders must continually balance strategy and technology, not only optimizing their clients’ campaigns but also keeping up with the ever-changing digital world. As a result, their lives are more complicated than ever.
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Another difficulty for traders is the increasing fragmentation of tools and technologies. According to the 2023 Programmatic Advertising Trends Report, 60% of teams face this challenge, trying to gain a comprehensive understanding of campaign success and make timely, efficient changes. Furthermore, the effort required to master and use these technologies, which can take up to 12 hours per week, diverts their attention away from strategic tasks. According to a study commissioned by Amazon Ads and conducted by Forrester Consulting, 78% of agencies recognize the need to automate these human operations in order to improve economic and operational efficiencies.
When you add the fear of losing granular controls and strategic difference to Claude, Gemini, or ChatGPT, you can see why traders may be concerned about automation.
But what if artificial intelligence is traders’ biggest ally?
AI as friend, not foe.
Instead of a world without traders, consider this: Artificial intelligence simplifies traders’ life by automating manual processes. Technology and predictive models are utilized to uncover and combine insights across tools in a faster, more intuitive manner, allowing traders to go deeper into strategy and focus on producing results for their customers.
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No matter how good a model becomes, there is always interpersonal complexity and context that it may overlook. Traders have a strong understanding of their clients’ demands and aspirations. When technology’s fast insights are joined with human intuition, traders can see around corners and make better optimization decisions, both now and in the future.
Based on our own customer talks, we redesigned our DSP experience to be more intuitive. We’ve simplified campaign administration with straightforward, effective workflows. Traders can get real-time optimization tools and customized performance information. These are the solutions that help our customers reach their objectives.
Furthermore, we’ve introduced new features such as machine learning-driven frequency insights, generative AI creative upsizing, and Performance+, with more to come. All of these enhancements will allow traders to make faster, better, and more intelligent decisions using technology to achieve meaningful results.
This mix of human insight and technological innovation speaks to an exciting reality: the future of programmatic advertising is not about choosing between human skill and technology; rather, traders will use both to achieve new heights of success.
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