Ad tech has AI fever.
Programmatic platforms like Rocket Fuel and Huddled Masses are increasing their use of AI and machine learning to determine which impressions they’re unlikely to win and should avoid bidding on to reduce their infrastructure costs.
Last week, Rubicon Project agreed to pay nearly $40 million to acquire nToggle to solve this very problem. Media agencies like Maxus are also using AI to rearrange their data more efficiently. And publishers like CafeMedia use AI to tag and organize their inventory. But despite AI’s growing popularity, its usage in advertising remains confined to niche areas.