{"id":20522,"date":"2024-12-13T11:23:11","date_gmt":"2024-12-13T16:23:11","guid":{"rendered":"https:\/\/illumin.com\/?p=20522"},"modified":"2025-05-01T14:19:00","modified_gmt":"2025-05-01T19:19:00","slug":"how-generative-ai-is-influencing-adtech","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/how-generative-ai-is-influencing-adtech\/","title":{"rendered":"How generative AI is influencing and evolving AdTech"},"content":{"rendered":"

Generative Artificial Intelligence (GenAI) capabilities when used alongside traditional AI helps organizations immensely across two main business functions, according to recent research by <\/span>McKinsey.<\/span><\/a><\/p>\n

Beyond image or text creation, the use case for GenAI in advertising is expanding, with AdTech companies leveraging GenAI for research, content generation, distribution, and tracking.<\/span><\/p>\n

This article will help clarify exactly how generative AI helps marketers and advertisers.\u00a0<\/span><\/p>\n

What is Generative AI?<\/b><\/h3>\n

Generative AI refers to algorithms\u2014often built on models like GPT (Generative Pretrained Transformers) or GANs (Generative Adversarial Networks)\u2014that have the ability to produce novel content.\u00a0<\/span><\/p>\n

Unlike traditional AI systems, which are typically designed to analyze and interpret existing data, Generative AI creates new material based on learned patterns and data inputs. In the context of <\/span>advertising<\/span><\/a>, this could involve generating copy for ads, designing creative assets, personalizing campaigns at scale, and even creating entirely new customer experiences.<\/span><\/p>\n

What is AdTech?<\/span><\/h3>\n

AdTech, short for advertising technology, refers to the suite of tools, platforms, and software used by advertisers, marketers, and publishers to plan, execute, manage, and measure digital advertising campaigns. It encompasses a wide range of technologies, including demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, data management platforms (DMPs), and analytics tools. These technologies enable advertisers to target audiences more precisely, optimize ad spend, and track campaign performance across various digital channels like display ads, video, social media, and mobile apps. The goal is to improve the efficiency and effectiveness of advertising by leveraging data, automation, and real-time bidding, making it a crucial component of the digital marketing ecosystem.<\/span><\/p>\n

How GenAI can help advertisers and marketers?<\/span><\/h3>\n

Advertisers can save resources and time by enhancing various aspects of their campaigns with GenAI. Some of the use cases of GenAI in advertising include:\u00a0<\/span><\/p>\n