Curated News from Digiday on January 31, 2022
Hardly a day goes by without some company within the marketing and media ecosystem announcing another artificial-intelligence-driven tool, technology, platform or data product in service of media buying and planning. Many of these advancements have been driven by dramatically altered consumer-behavior patterns toward digital consumption — leaving media agencies, creative shops and marketers scrambling to more deeply understand these new patterns.
Within the media agency world, artificial intelligence (AI) usually manifests in the forms of machine learning and pattern detection, often the terrain of strategists and analysts. The looming spectacle of signal deprecation, mostly in the form of disappearing cookies, is also driving greater adoption of machine-learning and automated data-gathering. Its third use is applied to rooting out bias where possible and maintaining ethical boundaries to buying and planning.