What do AI chatbots like ChatGPT mean for programmatic advertising?
AI is an essential part of programmatic advertising that helps publishers and advertisers optimize their campaigns for higher performance on the SSP and DSP sides. Machine learning models powered by AI process big data on users’ behavior and help target relevant audiences, so AI in programmatic is as new as last year’s snow. However, ChatGPT came as a total game-changer.
Here are some curious facts:
Facebook reached 1mln users in 10 months
Twitter needed 2 years to climb 1 mln mark
Instagram grew to the point in 2,5 months
TicToc, as for lately, was the most successful one, hitting 100 mln in just 200 days
ChatGPT beats them all, getting to the 1-mln-top in just 5 days.
Although heated discussions around using or not using ChatGPT for content creation are pushing trends like swings, one thing is absolutely clear we can’t ignore the fact that this tool facilitates the life of marketers. If used wisely is that.
In programmatic advertising, in particular, ChatGPT expedites tasks of content and advertisement creation and optimization, providing creative ideas for more personalized ads. While there’s undeniable potential in using ChatGPT for specific tasks, there are critical areas in programmatic advertising where it may not be the ideal fit.
Let’s talk about some don’ts here and learn from the mistakes of others for a change.
Don’t Use ChatGPT for Site Optimization
Website optimization is a multilevel process that involves improving core web vitals, enhancing the user experience, ensuring optimal site functionality, and creating valuable content. These tasks require constant testing, tweaking, and data analysis. ChatGPT, while excellent for text-based generation, cannot properly compare the technical aspects of site optimization, improve the user experience, or evaluate content value.
Do Not Use ChatGPT to Run a Competitor Analysis
Competitors’ analysis is a paramount part of the day-to-day life of a digital marketer. Keeping an eye on all trends, tactics, and innovations competitors are using or developing sometimes can mean the difference between ranking in the position or plummeting your ROI. Unfortunately, this burdensome task can’t be delegated, as competitor analysis involves real-time data collection, interpretation of current market trends, and strategic planning. While ChatGPT possesses extensive historical knowledge, it cannot access live data, making it unsuitable for an up-to-date, comprehensive competitor analysis.
Don’t Let ChatGPT Organize Your Google Ads Account Structure
Crafting an effective Google Ads account structure is the crux of a successful PPC campaign. This task demands an in-depth understanding of your business goals, target audience, and marketing objectives. While ChatGPT might offer general advice, the nuances and intricacies of PPC campaigns would be best managed by human expertise or specialized PPC tools.
Don’t Use it for Reporting & Analytics
Data-driven decisions lie at the heart of successful programmatic advertising. Reporting and analytics require not just data extraction but also interpretation, insights, and actionable recommendations. ChatGPT isn’t equipped to provide real-time data analysis, nor can it synthesize insights from multiple data sources. For actionable insights, turn to specialized analytics tools.
Don’t Ask for Marketing Strategy Recommendations
A marketing strategy is not a one-size-fits-all template. It’s tailored to an organization’s unique objectives, challenges, and market positioning. While ChatGPT can share general marketing wisdom, it can’t grasp the unique challenges and nuances of every business, making human expertise indispensable in this area.
Do Not Use it for Keyword Research
Real-time keyword research is pivotal for programmatic advertising. While ChatGPT can suggest keywords based on its vast dataset, genuine keyword research requires real-time data, trend analysis, and a deep understanding of search intent. Rely on dedicated keyword research tools for this purpose.
Stick with Content & Copy When Using ChatGPT
Generate Copy for Your Marketing Assets
Here’s where ChatGPT excels. Whether you need persuasive ad copy, compelling product descriptions, or engaging email content, ChatGPT can generate text that resonates with your target audience, saving you time and potentially enhancing your campaign’s effectiveness.
Content Ideation
Facing a creativity block? ChatGPT can serve as a brainstorming partner, suggesting content topics, and titles, and even providing content structure. With a little guidance, you can have a plethora of content ideas at your fingertips.
Great for Advertising Optimization
Programmatic Advertising Strategy
For generalized insights on programmatic advertising based on historical data and trends, ChatGPT can indeed offer some guidance. It can share general best practices, pitfalls to avoid, and potentially even some innovative ideas grounded in its vast database.
Different Ad formats.
ChatGPT can contribute immensely to being implemented into a variety of ad formats
In-App Banners
In-app banners remain a widely favored mobile ad style. These banners can target users based on various criteria paired with ChatGPT, which can amplify these ads’ personalization.
Video Ads
Videos, as an ad medium, have always been in the limelight. When paired with ChatGPT, video ads can morph into more interactive experiences — think interactive ad games with multi-directional choices.
Native Ads
With native ads, ChatGPT could be a game-changer, enhancing their relevance. Given that neural networks draw from vast data pools, they can potentially mirror any platform more adeptly than humans.
CTV (Connected TV) Advertising
CTV ads, delivered through streaming platforms on devices connected to the internet, offer a bridge to the digital-savvy audience. With a shift towards streaming over conventional TV, advertisers have a golden opportunity to tap into this audience via programmatic CTV platforms. Melding ChatGPT with CTV ads promises hyper-targeted and interactive ad experiences.
The transformative power of AI in reshaping the advertising landscape is more palpable than ever. It’s simplifying tactics and redefining how marketing communicates. With its expansive reach in advertising, AI ensures advertisers maximize their return on investments.
ChatGPT stands as a testament to this evolution, symbolizing the impending wave of change. It’s a force that demands acknowledgment!
*Could you find the parts where we used ChatGPT? 
