Using Cognitive to Inform Creative

Advances in cognitive technologies can give marketers the ability to narrowly target consumers. How can CMOs leverage AI to deliver dynamic, contextually relevant content? Over the past decade, with the rise of programmatic media, marketers and their agencies have been moving toward increasingly automated methods of buying advertising to reach high-value target audiences dynamically. With programmatic media buying, machine algorithms buy, serve, and optimize media, often in real time. According to a recent report from eMarketer, marketers in the United States will spend an estimated $46 billion on programmatic advertising this year, and by 2020, 86 percent of all digital display ads will likely be bought via automated channels.