Saying 'A.I Do' to Artificial Intelligence in Advertising ExchangeWire.com

AI is infiltrating everything we do, even if we aren't aware of it. In this piece for ExchangeWire, Cheryl Guzman Ng (pictured below), APAC head of marketing and innovation, Xaxis, explains how marketers can look to adopt it in their marketing operations. For advertisers, the objective of a media buying strategy is simple but challenging: to reach the right audience with the right message, at the right time, in the right context, and the best price. To achieve these measures often requires a tedious process of gathering enough information to formulate a plan, and then to implement that plan and continuously optimise towards the desired results. On the other hand, Artificial Intelligence (AI) – a much-hyped technology in recent years – is steadily infiltrating every industry; and advertising is no exception.