Revolutionizing Advertising with AI: The Virtuous Model for Success

Table of Contents

1. Introduction
2. The Virtuous Advertising Model
   1. Respect for Data
   2. Respect for the Environment
   3. Respect for Humans
3. Leveraging Contextual Data for Privacy-Preserving Advertising
4. Reducing Carbon Footprint in Digital Advertising
5. Using AI to Improve Human Effectiveness
6. Bridging the Gap between Business Metrics and Media KPIs
7. Realizing Ambitions within Retail Media
8. Incorporating Attention Metrics into Advertising
9. Codifying ESG Principles into Marketing Stacks
10. Adapting to Upcoming Privacy Changes
11. Conclusion
12. FAQ

The Virtuous Advertising Model

In today's digital age, advertising has become an essential part of any business's marketing strategy. However, with the rise of data privacy concerns and the need to reduce carbon footprint, the advertising industry is facing new challenges. In this article, we will explore the Virtuous Advertising Model, which focuses on three key pillars: respect for data, respect for the environment, and respect for humans.

Respect for Data

The first Pillar of the Virtuous Advertising Model is respect for data. With the demise of third-party cookies, contextual data is making a comeback. UK marketers are regarding this opportunity with great interest, and many are testing different signals. However, an untapped opportunity is the contextual logs present in the bill request, which only 25% of respondents said they were leveraging. At Sybiz, we believe that this is a valuable source of data that is scalable, unexploited, and the most privacy-preserving data on the web. To implement privacy-preserving advertising, we need to exploit the contextual data set we have in front of us to its fullest extent. This means using more sophisticated methods like AI to exploit these contextual data sets.

Respect for the Environment

The Second pillar of the Virtuous Advertising Model is respect for the environment. The study found that reducing carbon emissions was the number one market trend cited by respondents. The average carbon footprint of an impression is 10 cents CPM, which could represent up to 10% of the actual CPM. To reduce this footprint, we need to use fewer ads but more impactful ads. Advertisers need to identify which ads are going to be worth a lot to them and which are going to be almost worthless. AI is a good tool to identify the best performance for campaigns with fewer impressions and to pilot the trade-off between performance and resource consumption.

Respect for Humans

The third pillar of the Virtuous Advertising Model is respect for humans. The number one challenge identified by respondents for the next years to come was the scarcity of expertise. To address this challenge, we need to provide our team with the technology to make their work more insightful and Meaningful. AI is able to increase the quality of insight humans can operate on, elevating our work and making the human touch more effective.

Leveraging Contextual Data for Privacy-Preserving Advertising

Contextual data is making a comeback, and UK marketers are regarding this opportunity with great interest. However, an untapped opportunity is the contextual logs present in the bill request, which only 25% of respondents said they were leveraging. At Sybiz, we believe that this is a valuable source of data that is scalable, unexploited, and the most privacy-preserving data on the web. To implement privacy-preserving advertising, we need to exploit the contextual data set we have in front of us to its fullest extent. This means using more sophisticated methods like AI to exploit these contextual data sets.

Reducing Carbon Footprint in Digital Advertising

The study found that reducing carbon emissions was the number one market trend cited by respondents. The average carbon footprint of an impression is 10 cents CPM, which could represent up to 10% of the actual CPM. To reduce this footprint, we need to use fewer ads but more impactful ads. Advertisers need to identify which ads are going to be worth a lot to them and which are going to be almost worthless. AI is a good tool to identify the best performance for campaigns with fewer impressions and to pilot the trade-off between performance and resource consumption.

Using AI to Improve Human Effectiveness

The scarcity of expertise was the number one challenge identified by respondents for the next years to come. To address this challenge, we need to provide our team with the technology to make their work more insightful and meaningful. AI is able to increase the quality of insight humans can operate on, elevating our work and making the human touch more effective.

Bridging the Gap between Business Metrics and Media KPIs

The uncertainty around how to adapt to upcoming privacy changes was understandable, given that We Are allegedly one year away from the big cookie deprecation. However, in the long run, the overall philosophy is that no data source that cannot be justified and does not support a very important use case for attack is going to disappear. We need to bridge the gap between the real business metrics brands care about and the media KPIs that are used for decisioning every day, taking billions of decisions. AI and sophisticated methods are a good tool here.

Realizing Ambitions within Retail Media

Retail media was the second most important trend cited by the study overall and the joint most for agencies. Retail media is a rich data source because there's real purchase intent data that gives us a really clear signal Where To pivot the media spend and where to spend it most effectively. Placing media in a retail environment means placing it in an environment where consumers are more willing to spend and associate the consumer Journey that they're currently going through. However, the retail media space is siloed, and interoperability is needed to make it easy for agencies to use it in an effective and scalable fashion.

Incorporating Attention Metrics into Advertising

Attention metrics are a new concept, and a lot of different partners are putting different things behind it. It is a good tool for optimization, and brands should experiment with it. Attention is interesting because it is a new metric that captures a lot of things brands really care about. Brands should optimize with attention, really using this new metric in their decision-making.

Codifying ESG Principles into Marketing Stacks

Measurement is the thing that really keeps us up at night about all of this. We need to holistically measure specifically so that we can hold the different media vendors that we're working with accountable. We need to codify ESG principles into our marketing stacks, so when our campaigns are started, they are warm started with all of those principles in mind.

Adapting to Upcoming Privacy Changes

The uncertainty around how to adapt to upcoming privacy changes is understandable. However, in the long run, the overall philosophy is that no data source that cannot be justified and does not support a very important use case for attack is going to disappear. We need to draw our own conclusions about what can be done with first-party data and contextual data sets. Learning how to exploit the contextual data set is very important, and AI is a good tool to do that.

Conclusion

The Virtuous Advertising Model focuses on three key pillars: respect for data, respect for the environment, and respect for humans. To implement privacy-preserving advertising, we need to exploit the contextual data set we have in front of us to its fullest extent. We need to use fewer ads but more impactful ads to reduce carbon footprint. AI is able to increase the quality of Insight humans can operate on, elevating our work and making the human touch more effective. We need to bridge the gap between the real business metrics brands care about and the media KPIs that are used for decisioning every day. We need to codify ESG principles into our marketing stacks and draw our own conclusions about what can be done with first-party data and contextual data sets.

FAQ

Q: What is the Virtuous Advertising Model? A: The Virtuous Advertising Model focuses on three key pillars: respect for data, respect for the environment, and respect for humans.

Q: How can we reduce carbon footprint in digital advertising? A: We need to use fewer ads but more impactful ads. Advertisers need to identify which ads are going to be worth a lot to them and which are going to be almost worthless. AI is a good tool to identify the best performance for campaigns with fewer impressions and to pilot the trade-off between performance and resource consumption.

Q: How can we incorporate attention metrics into advertising? A: Attention metrics are a new concept, and brands should experiment with them. Brands should optimize with attention, really using this new metric in their decision-making.

Q: How can we adapt to upcoming privacy changes? A: We need to draw our own conclusions about what can be done with first-party data and contextual data sets. Learning how to exploit the contextual data set is very important, and AI is a good tool to do that.