Brands
Guest Column: Impact of artificial intelligence on programmatic advertising
Programmatic advertising is a method of utilising software to buy digital ads. It is easier for media buyers to go through an auction-based process instead of manual negotiations for displaying their ads on digital platforms. It is one of the most innovative methods of advertising which facilitates the buying and selling of digital ad space.
On the other hand, artificial intelligence (AI) is the concept of replicating human intelligence in machines the potential of which, in turn, is unlocked by human intelligence. AI undoubtedly adds immense value to marketers.
Machine learning has revolutionised media trading & programmatic algorithms based on volumes of data. AI incorporation enhances the targeting capabilities as individuals can be targeted based on behaviour & preferences and other programmatic interactions. Ads can be personalised based on location, demographics, interactions etc. Precision targeting is required for global reach of programmatic advertising. AI is allowing advertisers to dramatically boost the efficiency of their campaigns. Programmatic uses AI technologies to make better budget decisions for advertisers. When AI is applied to programmatic advertising, it can navigate on its own, as well as provide minute insights thereby enhancing the effectiveness of the campaign exponentially.
The basis of both programmatic advertising & AI is data analytics. With the effective amalgamation of AI in programmatic advertising one can dynamically score user, accurately differentiate, bid on valuable customers & drive efficient conversions. The brands need to embrace the power & opportunities that AI bots & digital assistants provide. The search has improved drastically with the inception of AI algorithms. As per a report, the AI market is predicted to grow more than 47 billion dollars by 2020 which is a massive rise. It can also enhance the look and feel of ad creatives which can be designed to catch the attention of the viewer.
Real-time bidding can be facilitated with AI in programmatic advertising. Automation brings advertisers closer to the goals that are set by the brand. As per statistics by Zenith marketing forecasts, by 2019, 67 per cent of display advertising will be traded programmatically. Before the onset of programmatic, the process of digital ad-buying was slow & monotonous. The marketers had to negotiate for ad placement wherein they had to compromise upon cost, space or results. The need to sort this recurring issue paved way for programmatic advertising & to automate the process further, AI was incorporated with it. Thus, ad buying has now become more effective, efficient, cheaper & result-oriented. AI enables the option of whom to show the ad, when & where instead of simply negotiating the ad space. Many brands are banking upon programmatic advertising for lead generation across the globe. Right from FMCG to BFSI to real estate& tourism & hospitality, it has become a favourite of the brands.
The future also looks promising for AI enabled programmatic advertising as in times to come, through the process of machine learning audience profiling will be finalised on its own. There would be no need to use programmatic tools for filtering audience, in fact, it will evaluate customers’ behaviour and display ads accordingly.
(The author is CEO and founder, iCubesWire. The opinions expressed here are his own and Indiantelevision.com)
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
