Artificial intelligence is having profound impacts on the media industry, from the way advertisers buy from search and social platforms to speeding up elements of the creative process. Now, programmatic ad buyers are using AI-based algorithms to get more value from the open marketplace. More advertisers have been adopting a programmatic tool called custom algorithms recently, four agency and brand media buying sources told Adweek. Two sources, including brands like The Hershey Company, are currently in the process of making custom algorithms a pillar of their programmatic strategy, while two have been using them for the past couple of years. Of course, the programmatic ecosystem is no stranger to algorithms, they are its raison d'être.