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How Artificial Intelligence is changing Mexico's advertising industry
The programmatic purchase company indicated that the real challenge lies in the amount of data handled in an automated way - Photo: Kacper Pempel/REUTERS

How Artificial Intelligence is changing Mexico's advertising industry

14/07/2018
20:19
Notimex
Mexico City
-A +A
In Mexico, 32 percent of digital advertising investment is made through Programmatic Advertising

Currently, 85% of the companies in the world consider that technology is the key to business growth, more so in regard to Artificial Intelligence and Machine Learning, which help to make decisions and understand consumer habits.

According to the CEO of Xaxis Global, Nicolas Bidon, "under these synergies, effective advertising is now a reality thanks to the use of Artificial Intelligence and Machine Learning, which are transforming the advertising industry in its entirety. These resources are fundamental to campaigns and strategies of the programmatic purchase industry.”

In a statement, he highlighted the industry’s recent growth and progres. With an investment of approximately 238 billion dollars from 2012 to 2018, it is expected to exceed an 84 billion dollar investment by 2019.

According to statistics from Emarketer, in Mexico, 32 percent of digital advertising investment is made through Programmatic Advertising, while in other countries, such as the United States, China, and the United Kingdom, this figure represents an average of 80%.

The programmatic purchase company indicated that the real challenge lies in the amount of data handled in an automated way, considering different factors such as the type of audience, context, format, time of day, creativity, price, and even weather and location, among others.
 

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In order to handle the data, they developed CoPilot, a program based on Artificial Intelligence and Machine Learning, which consumes this information, allowing predictions to be made so that advertising companies can have a greater impact on their audiences or public of interest without wasting ads.

The president of Xaxis LATAM, Erik Castillo, has stated that many industries have evolved by focusing on acquiring business models with new technologies and adapting to trends.

"Several companies have been forced to transform abruptly in the face of the disruption of new collaborative economy business models," he claimed.

For her part, the director of Xaxis Mexico, Maria Fernanda Ordorica, said that having a lot of raw data is not enough, the important thing is the way it is used, classified, and modeled.

“The correct use of data allows companies to acquire information about their clients and choose the right communication channels, products, tools, and messages to trigger a long-term relationship, feedback on results, and measurable learning to decide and act on the strategy,” she concluded.

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