As we’ve seen more and more AI-powered advertising technologies and tools come to market, debate is starting to emerge around the extent to which programmatic advertising will be transformed by AI. Will programmatic advertising in ten years operate fairly similarly to how it does now, made more efficient and effective by AI capabilities, or will the ways in which we buy and sell advertising undergo a more fundamental transformation?
While the future is difficult to predict, says Alfie Atkinson, Executive Chairman for Canada and UK CEO at MiQ, it’s clear that there will be further complexity and fragmentation and more data being used to inform ad trading. Regardless of how programmatic as a whole evolves, AI will be essential for navigating this complexity.
In this interview, Atkinson discusses MiQ Sigma, MiQ’s own AI-powered platform which the company says helps unify the fragmented programmatic marketplace, and outlines how he thinks the roles of media planners and buyers will evolve as AI becomes more embedded in programmatic technologies. Filmed in Cannes.
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