Originally published: AiThority, 26 July 2021
Global senior advertising executives cite automation, real-time measurement and sophisticated targeting as key benefits
The use of automation and machine learning technology to purchase and display digital ads to segmented audiences in real time is set to increase dramatically over the next three years, according to new research from Alfi, an AI enterprise SaaS advertising platform. Responses revealed that 49% of senior advertising executives expect spending on programmatic advertising to increase dramatically over the next three years, and 43% believe there will be a ‘slight’ increase in expenditure.
Commissioned By Alfi, Pureprofile, a global market research company, conducted 100 interviews amongst senior advertising professionals working in the digital advertising industry. Fieldwork was conducted in June 2021. The 100 interviews were split across five markets as follows: U.S., U.K, France, Germany, and Asia.