The Brave New World of Automated Advertising

In an excellent article on Bloomberg, Noah Smith talks about high frequency contracts and the impact this will have on the way our economy works. In the future he envisions, contracts for work will be automatically and in real-time negotiated between machines, according to changing market conditions, performance and competition.

The new world of Online Trading Online Trading Online trading represents the trading of fiat currencies, digital currencies, commodities, stocks and indices, where traders and investors intend to make a profit, via the purchase or sale of the aforementioned products. This is done through an electronic network, made accessible by brokers in the form of an online trading platform or hub.Online trading continues to see a rapid growth year on year, due to a number of reasons. Firstly, the number of brokers offering their services, with more mone Online trading represents the trading of fiat currencies, digital currencies, commodities, stocks and indices, where traders and investors intend to make a profit, via the purchase or sale of the aforementioned products. This is done through an electronic network, made accessible by brokers in the form of an online trading platform or hub.Online trading continues to see a rapid growth year on year, due to a number of reasons. Firstly, the number of brokers offering their services, with more mone Read this Term, Fintech Fintech Financial Technology (fintech) is defined as ay technology that is geared towards automating and enhancing the delivery and application of financial services. The origin of the term fintechs can be traced back to the 1990s where it was primarily used as a back-end system technology for renowned financial institutions. However, it has since grown outside the business sector with an increased focus upon consumer services.What Purpose Do Fintechs Serve?The main purpose of fintechs would be to suppl Financial Technology (fintech) is defined as ay technology that is geared towards automating and enhancing the delivery and application of financial services. The origin of the term fintechs can be traced back to the 1990s where it was primarily used as a back-end system technology for renowned financial institutions. However, it has since grown outside the business sector with an increased focus upon consumer services.What Purpose Do Fintechs Serve?The main purpose of fintechs would be to suppl Read this Term and marketing – register now for the Finance Magnates Tel Aviv Conference, June 29th 2016.

Like the financial markets, which have long moved from shouting pitchmen in trading pits to high frequency online trading, advertising has moved to real-time automation too. Starting with pay per click advertising in the early days of the internet, the online banner advertising space has now largely moved to an automated, programmatic environment.

Taking into account the quality of the viewer, the publisher where the ad is displayed and the size of the ad spot (among other things), pricing is set in a real time auction that happens just milliseconds after someone visits a web page. In a perfect world, publishers get the true value of that ad impression and advertisers get as close as possible to one-on-one advertising.

The Value of CMTOs

TV, outdoor and even ‘print’ is going in the same direction. Soon it will be possible to buy and pay for audiences instead of ad spots. Whatever channel their target audience is on, advertisers will have the possibility to target them in a true cross-platform fashion. The possibilities for this type of advertising are endless, and some would say, slightly creepy. But, with the right safeguards in place to guarantee anonymity, this future is closer then we all expect. To keep up with these developments, advertisers should invest in technological experience, and besides working with a good agency, hiring a CMTO (Chief Marketing Technology Officer) could be a good place to start.

At some point in the further future we will see artificial intelligence make decisions around the right message, the right placement and the right frequency of your ads, regardless of the channel. Adjusting creatives in real time while staying true to your brand voice, targeting the right audience at the right time and at the right price, there will no longer be a place for media agencies such as mine. Neither will the world need publishers, with content automation the (technological) real-estate owners will be the only game in town.

It’s a brave new world, and it’s only getting braver.