BY ILYSE LIFFREING, DIGIDAY

Artificial intelligence for media buying remains a far-off dream.

“More marketers are using AI for media, but more is a relatively low bar when very few if any marketers were using AI for media as recently as two to three years ago,” said Brian Krick, evp of global media planning at WPP GroupM’s Essence. “It’s still in its infancy.” Krick said most of Essence’s clients are still learning about AI through pilot programs or research.

In media buying, AI is a forecasting process that analyzes massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. AI also helps marketers diminish their cost-per-acquisition while generating higher-quality leads by working to find the right match of images, videos, headlines and calls-to-action in campaign materials that get viewers to convert. Digiday research has found that marketers don’t understand AI well, with roughly half of the 37 marketers surveyed ranking their company’s understanding of AI as a C on a grade scale from A to F.

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