There are plenty of people in advertising who question the impact that AI will have on the industry as a whole and dismiss discussion around the subject as simply hype. Many argue that the usefulness of AI and ML will be limited to a few niche areas of the industry. Seem to be a consensus that brand safety is one of the areas where these relatively new technologies can have a real impact.
We must be wary of the belief that AI and ML are magic bullets that will instantly fix programmatic’s brand safety issue. To enable us to get the most from AI and ML techniques, we must first ensure that we as marketers fully understand what our ultimate objectives are, aiming is to eliminate the issue of ads being placed alongside content that is inappropriate, but further to this it is achieving KPIs.
