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AI is primed to change the future of work, and marketers are among the best placed to benefit from automation and efficiency. Looking to get beyond the buzzwords, a new report from digital analytics company DoubleVerify assesses where that deployment is most urgently needed.
The report found that 42% of marketers are already leveraging third-party AI or automated bidding solutions outside of their demand-side platform, and another 49% have plans to do so.
Midflight optimization emerged as another specific use case, with the report finding usage of AI for bidding and midflight optimization grew 12% year-over-year,” which could involve the ability to adjust budget allocation with real-time data.
Another priority: optimising performance in walled gardens. Among marketers, 33% said calculating ROAS/ROI is their biggest challenge, while others pointed to the ability to reach their target audience (46%), keeping up with content trends (38%), and brand suitability/content alignment (32%).
Other key metrics from the report? Campaign activation saw a 32% YoY increase in planned AI usage, the largest jump across any workflow. The brand awareness stage also showed a big uptick in engagement. For upper-funnel campaigns, AI-driven activation saw an increase of 106% globally from 1H to 2H 2024.
A final note to remind us where all this technology came from: The report said “it’s also imperative for marketing teams to clarify the role that AI plays within the organization,” and that the technology is not a replacement to human employees.