Agencies and advertisers are all too familiar with the struggles of [trying to] integrate various pipes and platforms to create Frankenstein-esque, “end-to-end” solutions. As LUMAscapes continue to clutter, media buyers waste more time and effort cobbling together the tech needed to run a single ad campaign (and don’t even get us started on the nightmare of cross-platform tracking and measurement).
And now that machine learning and artificial intelligence are proving to be an incredible value to advertisers, many are left weighing the cost-benefit of injecting yet another tech solution into their band-aided tech stack.
McKinsey recently reaffirmed every marketer’s inkling that when it comes to AI, the time to act is now. But they also set advertisers’ expectations, explaining that for companies to “win” at AI, they need to use true end-to-end solutions, not “piecemeal” ones.
Our industry has become so accustomed to “piecemeal” at this point, what does McKinsey even mean when they say “end-to-end” AI solutions?
Magnetic holds the same opinion, so we can shed some light, using our AI platform as an example.
Here are the campaign processes the Magnetic AI Platform can automate:
Your campaign will perform best when you allow machine learning and AI to automate and optimize each of these steps. Marketing AIs are simply way smarter and more effective than we mere humans (in denial? Time to get over it). That’s why we launched Magnetic Force; media buyers just need to set-up a few parameters, and our AI platform will automate and auto-optimize your campaign to max performance and profitability.
But if you don’t automate all these elements under one roof (or under one, end-to-end AI solution), your campaign simply can’t achieve its greatest potential.
For example, let’s say you use an AI solution to generate your most profitable audience. Then you take that segment, target it, and manually optimize your campaign per-the-usual.
Here’s one of the many problems with that approach: yesterday’s audience may not be your best bet today or tomorrow. The AI knows that, and can continuously auto-optimize your audience based on the latest data, campaign performance, and machine learning – but only if you let it. And since (in this example), you’ve chosen to manually optimize your campaign, you can expect audience [and campaign] performance to degrade over time.
Similarly, that’s why we created Magnetic Live Audiences, which lets you target our AI-optimized audiences through your DSP, while our platform continuously refreshes them so you stay on-target throughout your campaign. But enough about us…
The bottom line is this: McKinsey is right (shocking). For agencies and advertisers to get the most value from AI-marketing solutions, end-to-end is the way to go. It may not be something you can achieve today (i.e. this year), but you need to make a plan and start laying the groundwork ASAP.
Not sure where to start? Contact us to learn more about Magnetic’s AI-powered solution suite; we have solutions to meet the need of any advertiser so you can start reaping the rewards of AI today.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.