Open Market Pricing Strategy: Google Optimized Floor Prices and Price Genius
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Publishers have harnessed the power of AI predominantly for enhancing and optimizing content creation, distribution, and engagement. According to the Publishers’ Association report, 45% of large AI-active publishers use the technology to acquire and develop new content. However, the application of AI in publishing extends beyond content alone. AI revolutionizes not just the content but the entire publishing ecosystem, including advertising.
Artificial intelligence offers publishers many opportunities, particularly in advertising and programmatic ads. In this comprehensive article, we delve into the realm of AI for digital publishers, exploring its multifaceted role in reshaping the industry, focusing on aspects different than content creation.
Everyone talks about artificial Intelligence and how it influences our lives and business, but what exactly is AI? Artificial intelligence refers to the capability of machines, particularly computers, to perform tasks that typically require human intelligence. This includes understanding language, recognizing patterns, solving problems, making decisions, and learning from experience. AI systems are designed to mimic human cognitive functions and can process and analyze large amounts of data to achieve specific goals or tasks.
AI has become a widely embraced tool within the publishing sector, primarily for its ability to streamline content creation. It excels in producing automated content, encompassing a spectrum from articles, reports, and summaries to dynamic visual elements like graphics and videos. Beyond content generation, AI also lends its prowess to tasks like editing, proofreading, and seamless text translation. Furthermore, it plays a vital role in optimizing content for search engines. Notably, AI extends its influence to distribution by identifying optimal channels and timings, ensuring precise delivery to the intended audience.
But how does AI relate to programmatic advertising?
As we’ve shown in our previous article on How to Improve Programmatic Ads Viewability Without Affecting User Experience, viewability is vital in the ad world. AI-powered solutions enable publishers to enhance ad viewability by analyzing user behavior and engagement patterns. By understanding when and where users are most receptive, publishers can strategically place ads for optimal visibility. This boosts ad performance and fosters a positive user experience, as relevant and well-placed ads seamlessly integrate into the user’s browsing journey.
AI has the capability to manage the strategies that enhance viewability, and these strategies are actively employed. This functionality can be accessed using Viewability Tools designed for mobile devices. Publishers have the flexibility to decide the extent to which they want their ads to be visible on their website based on their desired impact on user experience. The system automatically enables particular viewability-boosting strategies only if they actually increase viewability.
AI-driven programmatic ads provide publishers with invaluable data insights. Publishers comprehensively understand their audience’s behaviors and interests by analyzing user interactions and preferences. With this information, publishers can fine-tune their content and ad strategies, delivering personalized experiences that resonate with users on a deeper level.
AI bridges the gap between advertising channels, ensuring a cohesive and integrated user experience. Publishers can leverage AI to manage cross-channel campaigns, tailoring content and ads to suit each platform’s unique characteristics. This consistency enhances brand identity and user engagement, reinforcing the publisher’s presence across multiple touchpoints.
This multifaceted process involves leveraging advanced AI algorithms to seamlessly match advertisers with content that resonates most effectively with their target audience. By adeptly aligning content and advertisements, digital publishers can not only enhance user engagement but also unlock substantial revenue potential. This innovative technique ensures that suitable ads are seamlessly integrated into the proper context, delivering a more coherent and engaging user experience.
Programmatic advertising flourishes through real-time data analysis, with AI serving as its core engine of efficiency. AI-driven algorithms consistently monitor the ad environment and estimate the best floor price at a particular moment. This immediate optimization guarantees publishers extract optimal value from their inventory and generate higher revenue.
A prime illustration of this capability is Price Genius – a fully automated solution. Whether it’s a regular workday, weekend, or holiday, the product employs machine learning algorithms daily to establish the best floor prices. Moreover, unlike manual work, it can react in seconds in case of any errors and handle them equally fast.
AI-powered programmatic advertising is not just about the present—it’s about predicting the future. AI-enabled predictive analytics empower publishers to anticipate market trends and user behaviors. By identifying emerging patterns, publishers can make informed decisions about content creation, ad placement, and audience targeting, positioning themselves for long-term success.
AI can continuously monitor digital platforms in real-time, instantly flagging content that may pose a risk to brand safety. This allows for immediate action, AI can automate the process of blocking content or websites that do not meet brand safety standards and whitelisting those that are safe. This ensures that ads are placed only in brand-safe environments.
A real-world solution working this way is a tool designed by GeoEdge. The company’s machine learning models look into creatives and landing pages for malicious characteristics to prevent or stop the execution of malvertising in real time. It allows AI to secure the user experience with malvertising prevention.
Imagine AI as the Sherlock Holmes of the digital world, constantly on the lookout for suspicious characters. AI uses algorithms to spot strange behavior patterns, like mouse movements, keyboard inputs, and more. It’s possible because artificial intelligence can watch your every move on websites and apps. It knows that real people scroll, click, and chat with content, while bots tend to act like they’ve had too much espresso, going click-click-click at warp speed. Once AI spots a bot, it doesn’t hesitate to stop it and block it from future violations.
As you can see, artificial intelligence has revolutionized the digital publishing landscape by offering solutions beyond content creation.
This paradigm shift empowers publishers to fashion ad experiences that are not only captivating but also engender a deeper, more profound resonance with their target demographics. By embracing the full spectrum of AI’s capabilities, publishers have a potent toolset to craft narratives that seamlessly meld with their audiences’ preferences and aspirations.
Experience firsthand the potential that lies within the realms of AI-driven solutions. Get in touch now to begin your thrilling journey with the Yieldbird Platform’s AI-driven solutions. Check how others used the power of artificial intelligence in programmatic advertising by reading our case studies, or dive in hands-on with a complimentary 30-day trial. Join the AI revolution and supercharge your ad monetization today!
Regional Growth Director
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