"There is a lot of talk on the Artificial Intelligence market, but in 2020 it will be essential in the digital advertising sector to bridge the gap that separates the enthusiasm for AI and its practical application".
These are the words of Erik Rosa, Managing Director of Xaxis Italia , questioned on what he believes will be the key themes of the digital advertising world in the year that has just begun.
"By now almost all brands know that AI-driven tools have the ability to amplify the efficiency and performance of campaigns, especially those in programmatic, but many are still held back by a poor knowledge of the topic - explains the manager -: one in fact, Xaxis' study showed that almost 30% of European advertisers do not feel confident in understanding or using artificial intelligence ".
"To realize the programmatic number one promise, or to guarantee tangible results in line with the main business objectives, advertisers cannot help exploiting the benefits brought by Artificial Intelligence - he continues -. Especially if the latter want to maintain their competitiveness, their relevance and be one step ahead of the competition, all this must change. Advertisers, in fact, can take advantage of the many advantages of AI, such as machine automatic learning, which also thanks to the ingest of historical campaign data allows you to optimize ads in real time, draw valuable insights and identify specific optimization models for your business. This will mean for customersmake use of advanced technologies to reach a deeper and automated level of precision in the advertising sector ".
Both issues are the basis of the advertising business innovation on which the Group is investing and will continue to invest in terms of specializations and resources, to better support the needs of investors.
"The news of the global reorganization of [m] Platform (Christian Juhl, GroupM global Chief Executive Officer, has reorganized the business structure last week) is recent, to offer a more solid approach to the whole group. On a global level, GroupM has seen the division of [m] Platform into two different areas: the Services area and the platform technological development area. The first specialized in the management services of search, social and programmatic platforms to support agencies, the other deriving from the union of the tech skills of [m] Platform with 2Sixty, Essence's innovation unit. This last area will strategically combine the proprietary assets, including [m] core, the data management platform of the group, in order to increase the capabilities of GroupM on a large scale. Systematization process of the proprietary assets and digital competences that, like Italy, we have conducted in the last two years and has generated the organization already in place" , comments Giovanna Loi , Chief Digital Officer of GroupM Italia.
In fact, in GroupM Digital, as recently told the group's digital assets have been channeled to Wavemaker, Mindshare and MediaCom agencies for more than a year. A transversal structure composed of more than 160 professionals between Milan and Rome, led by Giovanna Loi, Chief Digital Officer of GroupM Italia, which includes the service units in the media (Programmatic, Search, Social, Ad Operations), Xaxis, and the Consulting unit that includes specialized consultancy figures on Data Tech & Insight, as well as on eCommerce.
