AI could mitigate bias in advertising tech
Significant changes are afoot in the advertising industry. In the last month alone, Netflix announced it may enter the ad business, lawmakers introduced bipartisan bills to throttle Google’s digital ad dominance and Facebook rolled out changes to help advertisers achieve more precision in their targeting. As major players prepare, advertisers have an opportunity to manage these changes in a way that optimizes ad spending and addresses the problem of bias in ad technology.
Bias is a well-known issue for the ad industry, and the programmatic technologies the companies have adopted to supercharge marketing campaigns may not be improving matters. Nearly $1 trillion of digital media flows through programmatic engines that segment and target specific audiences, sometimes missing large consumer groups in the process. Not only can that contribute to improper bias, but it’s also an inefficient way to spend your ad dollars.
The industry needs to do better, and we need to start now.
Why now? Marketers are rebuilding their technology infrastructures to benefit from artificial intelligence (AI). Netflix already relies heavily on AI to personalize content, and Nike uses it to sell to consumers directly. These developments require that marketers create a foundation of trust with consumers, and to keep pace with the industry, it must be done in a way that scales.