Page 12 - AeM_March_2019

RESEARCH, ANALYSIS & TRENDS

AI makes search engine advertising better

In terms of search engine advertising (SEA), Google and device information, and geographic references. All
already offers many features that include automation this information is used anonymously to calculate the
and machine learning, and the potentials of AI are likelihood of success of advertising.
stunning. But how much is AI really changing marketing
and does it make human marketers obsolete? On the one hand, this development towards user-
centered marketing is driven by the fact that more and
Anja Heinrich, Head of SEA of the digital marketing more data is pervading the ether available for
agency ad agents doesn’t believe that, instead claiming processing: at the same time, advances in artificial
that only the tasks are shifting. According to her, AI intelligence are helping machines to better process and
makes the results better, but by no means human use that data than ever before.
account managers superfluous, and her train of thought
is the following: On the one hand, data driven marketing promises to
optimize the timing of an advertisement: algorithms can
The dream of customized advertising generate content that is precisely tailored to the
respective target person. The data-driven marketing
The triumphal procession of intelligent systems is dream is about confronting the right person with the
unstoppable and promises scenarios that marketers right ad at the right time.
have hardly dared to dream of: a tailor-made and thus
perfect customer approach based on a wealth of
information. This data includes socio-demographic
information such as gender or age, interests, day of the
week and time of day, behavior on a website, browser

12 March 2019 - Visual Search, Voice Search, Smart Speakers & SEO