Advertisers are grappling with trade-offs of AI-powered ad planning and buying tools for automating nearly every step in digital ad campaigns. The tools work by asking buyers for parameters for campaigns, such as budget limits and sales goals, then allow algorithms to decide where ads will run, who they target and, in some cases, how ads appear.
Buyers often can’t find out exactly what decisions the artificial intelligence implements, but they can essentially press a button for campaigns to run on their own. For many advertisers, however, the lack of control is disconcerting.
“AI buying agents are going to be directing upwards of 80% of digital media buys by 2030,” said Ben Hovaness, Chief Media Officer at ad buying firm OMD Worldwide, part of ad giant Omnicom.
Some OMD clients have shied away from AI buying altogether due to a lack of control over audiences and inventory, according to Hovaness. Marketers considering AI-driven campaigns aren’t confident ads for restricted products such as alcohol will appear only in appropriate places, Hovaness said. Other brands can’t accept not being able to select where their ads may run online, he added.
As AI takes up larger shares of brands’ budgets, the ad industry must push tech platforms to ensure AI tools keep those interests aligned, said Hovaness.