Bing, Google Build AI Into Ad Creation, Serving Technology Supported By Data

Google and Microsoft are building artificial intelligence into their respective ad-creation tools and serving technologies that can tweak algorithms without human intervention. The idea is to get at the core of intent and better manage campaigns. It's not difficult to imagine. Hints of the shift emerge from brands and agencies in conversations during the MediaPost Search Insider Summit. Personalizing content and dynamic advertisements to help marketers manage campaigns will be the biggest push by Bing and Google, as well as a variety of vendors releasing products and services, in 2017. Brands need to identify the correct time to serve an ad and the type of content it should include, said Jacob Davis, director of digital acquisition at Hilton, during a discussion at the summit. He still thinks search is "sexy," Machine learning and AI are hugely important to Hilton because the company focuses on personalizing experiences for guests. What if Hilton knows a guest likes to stay on the east side of the hotel and needs dark window shades because she likes to sleep in each morning, but cannot because the sun wakes her up? Would the message of dark window shades be placed in the advertisement or a targeted email message? Davis said brands must determine the need of the customer and answer those needs in the targeted advertisement.