DoubleVerify report highlights impact of AI

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.