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The shrinking display ads performance leads to two distinctly different tactics for advertising, programmatic trading and native advertising, according to the PWC Global Entertainment and Media Outlook. Yet, using the ambient presence of ubiquitous computing in our lives in combination with artificial intelligence, it is possible to enhance the quality of programmatic by offering more value, personalisation and better taking context into account. Automated does not have to mean impersonal, and AI gives us the possibility to add quality to quantity.

Marketing

Artificial Intelligence, Advertising and Tech
AI CAN FIX THE AUTOMATIC VS QUALITY AD DIVIDE
“Divergence towards two traditionally different tactics on the marketing spectrum is a
consequence of shrinking display ads performance.” - PWC Global entertainment and media outlook 2014-2018
Trading of display
inventory by machines
Includes real-time bidding on
auctioned inventory
PROGRAMMATIC TRADING
Buying specific audience
demographics
Spending controls
Providing value
to customers
Crafting articles
and messages
NATIVE ADVERTISING
More targeted
Quality over
quantity
VALUE
PERSONAL
CONTEXT
QUALITY
CLARIFYING THE AMBIENT INTELLIGENCE PARADIGM
A pervasive computing principle that is
EMBEDDED &
NETWORKED
sensing and reponsive.
CONTEXT
AWARE PERSONALIZED ADAPTIVE ANTICIPATORY
INTERNET OF
THINGS
SENSOR
FUSION
BEHAVIORAL
PROFILING
AI &
SELF LEARNING
ARTIFICIAL
INTELLIGENCE
AFFECTIVE
COMPUTING
YOU
ARE HERE
PRIVACY UX
PREDICTIVE
ANALYSIS
Trust & Privacy Human Centric UX
Ann Wuyts for ARGUSLABS.COM - CC BY 2.0 WWW.ARGUSLABS.COM

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Ambient AI, Advertising & Technology

1. Artificial Intelligence, Advertising and Tech AI CAN FIX THE AUTOMATIC VS QUALITY AD DIVIDE “Divergence towards two traditionally different tactics on the marketing spectrum is a consequence of shrinking display ads performance.” - PWC Global entertainment and media outlook 2014-2018 Trading of display inventory by machines Includes real-time bidding on auctioned inventory PROGRAMMATIC TRADING Buying specific audience demographics Spending controls Providing value to customers Crafting articles and messages NATIVE ADVERTISING More targeted Quality over quantity VALUE PERSONAL CONTEXT QUALITY CLARIFYING THE AMBIENT INTELLIGENCE PARADIGM A pervasive computing principle that is EMBEDDED & NETWORKED sensing and reponsive. CONTEXT AWARE PERSONALIZED ADAPTIVE ANTICIPATORY INTERNET OF THINGS SENSOR FUSION BEHAVIORAL PROFILING AI & SELF LEARNING ARTIFICIAL INTELLIGENCE AFFECTIVE COMPUTING YOU ARE HERE PRIVACY UX PREDICTIVE ANALYSIS Trust & Privacy Human Centric UX Ann Wuyts for ARGUSLABS.COM - CC BY 2.0 WWW.ARGUSLABS.COM

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