Cad é a dhéanann foireann rathúil? Ba é an cheist a threoraigh Tionscadal Aristotail, an extensive Google study that revealed a key factor for high performance psychological safety.
More than individual talent or advanced tools, the difference was in the collaboration and trust between team members. Go deimhin, this principle can also be applied to digital advertising, where artificial intelligence (AI) and programmatic media are transforming how brands communicate with audiences
A recent example of this revolution is the Search Generative Experience (SGE), do Google, that uses generative AI to answer user questions directly in search results, reducing the need for clicks on external websites.
Another similar initiative is Microsoft Copilot, integrated with Bing, that also provides detailed answers based on AI, impacting how users access information and interact with journalistic content
Sa chás nua, Digital advertising needs to balance automation and human strategy to ensure relevant and effective campaigns. Just as in Project Aristotle, where technology alone wasn't enough to guarantee success, in programmatic media true impact happens when algorithms work in harmony with the creativity and critical eye of communication and audience specialists
According to Riadis Dornelles, de PremiumAds, company specializing in audience and digital monetization, programmatic media functions as a dynamic and instantaneous auction.
In milliseconds, the technology decides where an ad should appear to maximize its impact, ensuring greater efficiency in advertising campaigns. It is essential that a prior curation of the impacted portals be done, to ensure channel qualification is 100% guaranteed, míníonn
According to the CEO of PremiumAds, AI algorithms don't have editorial judgment like a human editor. They operate based on standards and data, what can lead to automated decisions not always aligned with human qualitative criteria
The algorithms analyze user behavior, to tailor advertisements based on your interests and browsing patterns, making advertising more relevant and effective. This model allows campaigns to consider not only demographic aspects, as well as contextual and emotional factors
Ach amháin, it is essential to emphasize that, just as an editor is responsible for the quality of a newspaper, a programmatic media specialist acts as a curator, ensuring that advertising space is relevant and safe, Dornelles emphasizes
Leagann sé go bhfuil, as well as a healthy work environment requires human supervision to maintain team psychological safety, programmatic media also needs the attentive gaze of professionals to ensure that technology is used in a strategic and responsible manner
Recently at a webinar promoted by PremiumAds, the guests were approached about the use of artificial intelligence.Maurice Louro,journalist and traffic generation and digital presence specialist highlighted that “the use of AI can be extremely beneficial for content production, as long as it is done with care and responsibility. There are no problems in using, but it is necessary to pay attention to what type of content she will be used for. That's something that should already be part of editorial routines
Chomh maith leis sin, Google is increasingly attentive to the balance between technology and authenticity. An excess of AI-generated content without human curation can result in penalties, what reinforces the need for careful editorial oversight. AI cannot replace the human touch in storytelling, because it is this element that guarantees differentiation and positioning in search engines, added Eduardo Mansell,partner at GE Sports & News and director at Luneta Digital, company that transforms digital content into business opportunities
In future – closer and closer – from programmatic media, the competitive advantage will be in the ability to unite technology, human behavior and creativity, ensuring that advertising becomes increasingly personalized, strategic and humanized, finalizes Riadis
