The Growing Role Of AI In B2B Marketing AdExchanger

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Jacob Beck, programmatic media specialist at DWA Media. Already, the AI ecosystem has grown crowded, especially as it relates to managing programmatic spend. Demand-side platforms (DSPs), supply-side platforms, dynamic creative providers and others are all working together to bring AI into the mainstream of programmatic, where it promises to make advertising more relevant for both consumers and brands. Companies, particularly those in the B2B space, are only beginning to grasp the scope and scale of how AI can influence their marketing programs.