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Coverage of top innovators and technology trends from across The FutureList community

London's Programmatic Advertising Pioneers: How AI is Transforming Ad Buying and Targeting

By Mathias Bizimana

London’s vibrant tech scene is not only churning out innovative solutions for content creation and distribution but also transforming the very foundation of how advertisers reach their target audiences. Programmatic advertising, the automated buying and selling of ad space, is experiencing a wave of disruption thanks to forward-thinking startups leveraging the power of AI and machine learning. 

Permutive: Identity Without Cookies

The demise of the third-party cookie, a cornerstone of online advertising, has thrown the industry into a frenzy. Permutive, a privacy-centric identity resolution platform, offers a cookie-independent personalised advertising solution. Their flagship product, IdentityCloud, utilises machine learning to understand user behaviour across devices and platforms, creating anonymous, privacy-compliant audience segments. This allows advertisers to reach the right people without compromising user privacy. Permutive’s innovation lies in its unique approach to identity resolution, utilising contextual signals, deterministic data, and collaborative clean rooms to build accurate audience profiles without relying on third-party cookies. This ensures compliance with evolving privacy regulations and delivers superior campaign performance.

Ogury: Privacy First

Ogury is a global adtech company that provides advertising solutions grounded in privacy to brands, agencies, and publishers. They achieve this by targeting personas instead of individual people, offering a unique data-driven approach that goes beyond traditional contextual and semantic targeting. Ogury’s solution helps brands reach the right audience without using personal information, making them a trusted partner for leading companies worldwide. Ogury’s core innovation lies in its persona-based targeting, which leverages rich data insights to create audience profiles without relying on individual user data. This approach offers several advantages, such as compliance with privacy laws, improved targeting, and enhanced campaign performance. Additionally, Ogury uses its unique attention measurement technology, which utilises advanced machine learning models to understand user behaviour and predict engagement in real-time. This attention-based approach delivers measurable results for advertisers, leading to higher click-through rates, conversions, and brand awareness.

Nano Interactive: Personalising ads with AI for privacy-focused, real-time engagement.

While Ogury focuses on privacy and Permutive on identity resolution, Nano Interactive tackles the challenge of personalised ad experiences through AI. Their platform, Fiift, leverages AI and machine learning to personalise ad creatives and interactions in real time based on individual user data and contextual signals. This allows for highly engaging and relevant ad experiences that resonate with users. Nano Interactive’s innovation lies in its ability to automate personalisation at scale, offering a solution that is both effective and efficient for advertisers.

The Future of Programmatic Advertising

These startups represent just a glimpse into the landscape of programmatic advertising innovation. By leveraging AI and machine learning, they are tackling key challenges and offering more efficient, data-driven, and privacy-conscious solutions. Their impact extends beyond individual companies as they are paving the way for a more transparent and responsible advertising ecosystem. The future of programmatic advertising is undoubtedly AI-driven. As these technologies continue to evolve, we can expect even more sophisticated solutions that address the remaining challenges, such as cross-device attribution and measurement. Additionally, integrating AI with other emerging technologies like blockchain and the metaverse will further reshape the advertising landscape. As the industry continues to evolve, one thing is certain: AI will play a pivotal role in shaping the future of programmatic advertising.

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