Ruben Ayala: AUTONOMOUS ADVERTISING | SIC 2024

In the ever-evolving realm of adtech, artificial intelligence (AI) stands as a transformative force, redefining the landscape of digital advertising. This talk dives into a the intersection of AI and adtech, offering insights into how AI is reshaping the dynamics of digital advertising. Learn how leveraging AI enhances ad targeting precision, improves campaign performance, and helps marketers navigate the evolving landscape of adtech, with confidence, while unlocking more time to apply strategic growth and tactics that drive business outcomes.

1. Autonomous Advertising: Enhancing Digital Advertising with Intelligence Ruben Ayala Director of Sales, Viant  LinkedIn.com/in/rlayala Brian Rauschenbach Curator, Cofounder, SIC @rauschenbach

2. Digital Advertising Advertising and Marketing Consumer Value Ad Tech ENHANCING  DIGITAL ADVERTISING WITH INTELLIGENCE

3. HOW WILL AI TRANSFORM DIGITAL ADVERTISING?

4. AI will make traditional advertising obsolete BOLD PREDICTIONS BY AI BY AI   What are some bold statements about AI in digital advertising? AI will revolutionize digital advertising

5. BOLD AI PREDICTIONS BY AI   AI WILL REVOLUTIONIZE DIGITAL ADVERTISING AI-driven ads will surpass human creativity 100% personalized and hyper localized advertising is the future Real-time ad optimization will become standard AI will predict consumer needs before they arise

6. HUMAN   AI ENHANCED PREDICTIONS AI ENHANCES & ACCELERATES DIGITAL ADVERTISING  AI will enhance human creativity in ad generation AI will enable scaled personalized and hyper localized advertising production Automated Campaigns and Real-time ad optimization will become standard AI will accelerate data analysis, understanding and prediction of consumer needs

7. AI Growth and USE in ADVERTISING

8. ADTECH GENERATIVE AI USAGE Rapid AI adoption and usage due to Impact In Advertising teams, 87% say they either use or have interest of generative AI usage Across creative generation and analysis 76% 76% 71% 63% 62% % of respondents SOURCE: eMarketer, 2023

9. ADTECH AI AUTOMATION Also increasing usage of AI Automation  Machine Learning (ML) and Deep Learning applications in targeting, optimization, planning, & buying Increasing advertiser interest based on growing expected effectiveness and comfort 48% 46% 43% 40% 37% 36% 33% SOURCE: eMarketer, 2023 

10. TOP AREAS OF AI IMPACT

11. AI CORE IMPACT AREAS AI ENHANCES & ACCELERATES DIGITAL ADVERTISING Creative Ideation and Creative Generation  Campaign Management Efficiency  Advanced Performance Optimization  Deep Analysis and Insights

12. ENHANCE CREATIVITY AND PERSONALIZATION Enhances Idea Generation Creative Generation and Ad Variations Personalization and Hyper Localization Predictive Trends Ad Content that Evolves Over Time AI ENHANCES AD Generation, Content & Ideas

13. AI POTENTIAL IMPACT Up to 70% reduction in creative production  Up to 30% savings on creative development  AI-driven personalized ads up to 30% increased engagement rates and conversion rates AI Hyper Localization up to 20% improvement in overall campaign ROI AI ENHANCES AD Generation, Content & Ideas

14. NO HUMAN CAN KEEP UP - WORKFLOW COMPLEXITY AND EFFICIENCY Campaign Management Setup Campaign Edits Campaign Monitoring and Updates Resource Limitations, 24/7 Support 150 + TOP LEVEL CAMPAIGN LEVERS 55 % TIME SPENT IN CAMPAIGN MANAGEMENT  AI ENHANCES  WORKFLOW EFFICIENCY 

15. DATA IS THE MOST VALUABLE CURRENCY ENABLE DATA ACCESS AND USE Interoperable and Portable with trusted tools and partners 1st Party Data - Direct  2nd Party Data - Alternate IDs 3rd Party Data – Ad Platforms, Data Providers Privacy Safe Crosswalks and Clean Rooms AI NEEDS DATA TO PERFORM

16. LET AI DO THE HEAVY LIFTING AND ENHANCE Performance Analysis Customer Analysis & Insights Customer Journey Mapping Recommendations  Custom Tailored Reports & Analysis AI ENHANCES DEEP ANALYSIS & INSIGHTS

17. Thank you!