The growth of AI advertising tools like Google Performance Max and Meta Advantage + Shopping Campaigns are now becoming famous because they have the ability to tackle challenges in the advertising industry. These tools help mitigate the revenue loss caused by privacy challenges, like reduced tracking access to signals while delivering better advertising results. According to the survey of EMARKETER, nearly 60% of US ad buyers had used to adopt or plan to adopt these tools, attracted by their ability to manage and improve their performance. These tools will enhance and boost their advertising results. However, their growing popularity is causing frustration and control of these tools and leaving them to learn from limited insights.
New AI-powered Media
AI-powered media buying tools that have significant growth in 2024 and the following available are the earlier launches. Google’s Performance Max in November 2021and paved the way for products like Advantage+ Shopping Campaigns in 2022 and the Microsoft Performance Max in 2023. These tools’ intense popularity and performance inspired a wave of new tools to launch in 2024, including Amazon, both known as Performance+.
In October 2024, we saw the launch of LinkedIn Accelarte, Pinterest Performance+, and TikTok’s Smart+. These tools are designed to fully automate some aspects of advertising, such as creative development, targeting and optimization, making the process of advertising easier for buyers.
Buyers on the Open Web
Advertisers on the open web can access automated buying tools like The Trade Desk’s Koa, Taboola’s Maximize Conversion, and Criteos Commerce Max using AI. These platforms use AI to handle targeting, bidding, and creativity optimization. Both the platforms, Open Web and the Walled Garden, offer generative AI tools to enhance the working system, buying, and optimization to make advertisers more innovative and efficient.
Predictions
Snap will launch an automated performance tool.
Snap had a good Q3 in 2024, but it is still behind other social networks in terms of advertising growth. To catch up, Snap is looking to launch an AI-powered tool for quickly buying advertisements that will help boost business.
Walled Garden Platforms towards the transparency
Advertisers expect more precise insights and control in their ads. Google and Meta’s platforms will likely add minor updates in 2025, such as better control and measurement features. However, these changes will be minor and need to be able to solve transparency issues.
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