New Year Analysis: How Smart Publishers Are Using AI Data to Strengthen Advertiser Partnerships

The last few days of any calendar year are perfectly set for looking back at successes-achieved and challenges-overcome in the last 12 months.

But smart business leaders should balance that self-reflection with a bit of productive self-deflection as well, thinking about how their business-partners may have specifically struggled and what could help them in the year ahead.

A recent Smartly study found that the top challenges for digital advertisers and marketers are personalizing creative for their target audiences (38%), time-consumption of producing creative (37%), inconsistent quality across platforms (35%), ads not optimized for platform specifications (34%), and limited tools for supporting campaign delivery (33%).

(Source: Smartly)

“Even as new marketing tools proliferate, creative and operational bottlenecks persist,” the study says. “Teams that can turn data into consistent, high-quality creative at speed are poised to get ahead and lead in the industry.”

Obviously, AI is marketing’s go-to tool for meeting many of those creative needs, with almost 9 in 10 marketers (88%) saying it’s living up to the hype. But, as the study finds, they’re using AI technology for more than generating creativity. For many advertisers and marketers, they’re looking for efficiencies anywhere they can find them. 

And the data analysis you can provide from your all-in-one automation-packed, often-AI-driven publishing software might be just the enlightenment they’re looking for.

“Once focused on creative production, [AI] now powers data analysis, validation, and personalization, driving smarter decisions, faster alignment, and new creative efficiency,” the study says.

Publishers — what are some examples of unique data analysis you’ve proactively provided to a business partner?