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Using Business Intelligence in AdTech

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At a time when the world has gone programmatic, it simply doesn’t make sense for companies to stick to traditional ways of carrying out ad requirements. There is no point in spending valuable resources to carry out repetitive, inane tasks associated with today’s chaotic ad world. Leading brands realize that shooting in the dark, in hopes of getting new customers onboard, will get them nowhere. It’s, in fact, time to invest in technologies that provide exhaustive and intelligent inputs, which can basically help companies make relevant business decisions. Business intelligence is all about identifying complex operational, marketing, and analytical problems and, offering practical, scalable solutions that can take businesses to the next level.

The concept of business intelligence or machine learning isn’t exactly new to advertisers; it has been in play in for some time now. Leading companies that understand the significance of business intelligence are quick to leverage it to reach out to the right consumers at the right time in an effective fashion.

With brands proliferating exponentially and giving rise to a hugely competitive landscape, there is a strong need to continually think out of the box. Engineers and data scientists are striving to reinvent, innovate and bring to the table newer intelligent tools that can comprehend, predict and offer methodologies and solutions that can change the way businesses are run. This is a huge step in the right direction for advertising firms. Very soon, armed with such technologies, ad firms would have the capability to tap into not only upfront and latent demand but also create and foresee new needs and trends.

Disrupting the AdTech space

Here are a few important points that reflect how business intelligence can disrupt the adtech space:

Advanced business intelligence software can help companies gather, interpret and even react to bouts of real-time data. The software can enable companies to analyze consumers, take instantaneous decisions based on market forces, predict campaign success and even point out alterations.

With the software, advertisers can automate and seamlessly connect disparate sets of activities in the ad publishing cycle. By connecting silos, companies can create more effective campaigns and marketing strategies.

Business intelligence software can bring together media buying and audience targeting on a single centralized platform, which can enable personalized and customized adverts to clustered groups, thus leading to impactful advertising

The Future of Business Intelligence

The programmatic landscape, in order to address the expanding needs of the cluttered market, has to be integrated with powerful business intelligent technologies. The day is not far when advertisers will have access to advanced intelligent tools that will combine statistical estimation of big data with human knowledge and expertise. Such tools will collect and analyze live data coming in from a variety of channels to instinctively guide programmatic advertising. The robust platform will enable companies to better segment, profile, and target consumers, by offering individualized content; thus leading to better profits and higher return on investments.

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