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3 Major Roles AI Plays in B2B Programmatic Marketing

Posted January 11, 2021

3 Major Roles AI Plays in B2B Programmatic Marketing

Posted January 11, 2021

Cognitive technologies like Artificial Intelligence (AI) now play pivotal roles in B2B programmatic marketing. (Programmatic advertising refers to automated selling and buying of digital ad spaces to display relevant ads to targeted users at the right time.) With AI, you can implement intent data-driven programmatic marketing with greater accuracy and timeliness.

The major roles played by AI in B2B programmatic marketing:

1. Personalization and audience segmentation

More than 88% of US marketers believe in the power of personalization in boosting sales and company revenue. 80% of users report that personalized ads make them more inclined towards making a purchase. Thanks to AI, marketers and prospects are more connected to one another than ever. AI contributes to collection and analysis of huge quantities of data about website users. This data, in turn, helps in audience segmentation, serving users with more personalized and relevant ad content. With in-depth target group analysis, AI ensures that a specific user base is viewing the right ad content at the right time. AI collects the right data, even unstructured data from relevant sources, and extracts actionable insights to help the marketers in fast decision making.

2. Contextual targeting and retargeting

Creating ad content and displaying it to users is not enough. Contextual advertising can be just as important, if not more. AI ensures that ad content is at par with website content. Marketers use Natural Language Processing (NLP), a component of AI, to improve the relevance of ad content by comparing the same to the website content. This adds value to brand image, as marketers make sure that ads do not appear on inappropriate websites. AI helps you to reach the prospects at the right time by analyzing high-quality actionable data insights.

3. Budgeting and bidding

B2B marketers today may use sophisticated algorithms and cognitive technologies like AI to predict conversion rates and ROI. In programmatic, a bidding algorithm converts the predicted value to a bid price for a specific ad space. With AI, programmatic marketers can make real-time alterations to bidding strategies to purchase their desired ad space. They can ensure targeted ad placements and audience-specific positioning. 

To avoid costs and waste, AI may be the key. AI analyzes prospective bidders, helping publishers limit their auctions accordingly. This B2B example illustrates that. IBM added AI to media buying procedures to optimize ad spend. IBM connected its demand side technology with Watson Cognitive Bidder to extract data from IoT devices for improving bidding decisions. IBM then converts this data to design relevant marketing ad campaigns and messages.

AI comes in handy for programmatic marketers with its path to real-time optimizations, faster campaign execution, higher cross-selling advantages, and pumped up ROI. 

Imagine knowing what your users want and designing personalized ad content to increase engagement and conversion rates. AI and actionable intent data signals can bring your imagination to life. If you are wondering how to kick start your B2B programmatic marketing journey, you can read this article “Start Your B2B Programmatic Journey With These Easy Hacks.”

The Anteriad Summit is also highly recommended for data-driven marketers. Join us January 21 for a half-day devoted to the modern B2B buyer and a data-driven future.