As a leader in eCommerce, I have witnessed firsthand how programmatic advertising has significantly improved through smart targeting. That said, there is a big room for improvements, and I believe innovators will continue to optimise this space to a whole new level.
Currently, AI-driven targeting is already enabling real-time and highly precise engagement with consumers. Cross-platform integration has also allowed for seamless media buying across all devices – creating a more cohesive brand experience.
In the next few years, advanced models will give us clearer and more actionable insights to improve decision-making. Privacy-conscious solutions will continue to evolve further – ensuring compliance while enabling effective targeting. The automation of media buying will also make us faster and more agile in responding to market changes in real-time. Dynamic Creative Optimisation (DCO) will still take some time to fully personalise ads for every consumer; but with the rise of these innovations, personalisation will become more powerful and scalable. Lastly, blockchain might still be in its infancy but it has the potential to improve transparency and reduce fraud – a game-changer for the industry.
Overall, these innovations will not only help us overcome the limitations of today’s programmatic landscape. They’ll also enable us to build smarter and more effective campaigns, creating a stronger connection with consumers while delivering exceptional ROI.
Nadia Touil Louis
Head of eCommerce & Digital,
Nestlé Asia Oceania Africa
Singapore
Nestlé Asia Oceania Africa
Singapore
“More meaningful connections, higher engagement, reduced ad waste — these are some game-changing benefits of creating on the open internet with AI.”
Nadia is truly an innovator – leading with vision and experimenting new grounds with no fear of failure. Apart from creating new opportunities with AI, she’s also pioneering consumer-centric and data-driven e-commerce growth, and omnichannel excellence across Asia, Oceania, and Africa.
LET’S TALK INNOVATION
What innovations do you see in programmatic that will redefine how advertisers approach audience targeting and media buying in the next few years?
How is AI transforming the way you approach digital advertising, and what are the main benefits of incorporating AI into your strategies?
AI has truly transformed the way I approach digital advertising in eCommerce, and I’ve seen firsthand how it impacts both consumers and shoppers.
In the past, we were often limited by broad targeting and assumptions, but AI has allowed us to better understand individuals. With AI, we can analyse their behaviour in real-time and predict what they might want next – enabling us to deliver personalised, relevant ads made just for them. This results in a more engaging experience for the shopper, and significantly better ROI for the business.
For me, one of the most exciting benefits of incorporating AI into our eCommerce strategy is efficiency and scalability. AI automates many time-consuming tasks like optimising campaigns or adjusting bids – giving us more space to focus on strategy and creative development. It allows us to respond quickly to shifts in shopper behaviour or market trends, and scale campaigns with more precision. With enhanced targeting and creative personalisation, AI helps us to create smaller and more accurate segments – so that we can reach the right audiences with the right messages.
Finally, combining predictive analytics with hyper-personalised shopping solutions in eCommerce will not only unlock a competitive advantage for advertisers, but also serve shoppers like never before.
In the past, we were often limited by broad targeting and assumptions, but AI has allowed us to better understand individuals. With AI, we can analyse their behaviour in real-time and predict what they might want next – enabling us to deliver personalised, relevant ads made just for them. This results in a more engaging experience for the shopper, and significantly better ROI for the business.
For me, one of the most exciting benefits of incorporating AI into our eCommerce strategy is efficiency and scalability. AI automates many time-consuming tasks like optimising campaigns or adjusting bids – giving us more space to focus on strategy and creative development. It allows us to respond quickly to shifts in shopper behaviour or market trends, and scale campaigns with more precision. With enhanced targeting and creative personalisation, AI helps us to create smaller and more accurate segments – so that we can reach the right audiences with the right messages.
Finally, combining predictive analytics with hyper-personalised shopping solutions in eCommerce will not only unlock a competitive advantage for advertisers, but also serve shoppers like never before.
What other advancements in AI excite you, and how do they contribute to more impactful advertising?
What excites me the most is how AI is making advertising more personal, real-time, and relevant. It’s not just about pushing ads. It’s about creating meaningful connections with consumers, building trust and offering them exactly what they want, when they want it. For example, Natural Language Processing (NLP) allows AI to understand what consumers are saying or searching for – enabling us to craft ads that truly match their interests and needs. It’s like having a conversation with consumers instead of just pushing generic messages.
AI is also helping to create dynamic ads that adjust instantly based on what a shopper is doing – making sure the right messages reach the right people at the right time. Another breakthrough is predictive analytics, where AI can predict what shoppers might want before they even realise it. This means we can deliver more targeted ads that feel less intrusive, and more like helpful suggestions. Imagine getting an ad for a new pair of shoes just when you’re thinking about buying one – AI is making that happen.
On the open internet, freedom and choice is everything to consumers, and AI helps us respect that. For example, instead of relying on third-party data, AI uses information that consumers have directly shared with us, like browsing history. This way, ads are more personalised and privacy conscious.
In short, AI is revolutionising advertising by making it more intimate and engaging for consumers, and more efficient and effective for publishers.
AI is also helping to create dynamic ads that adjust instantly based on what a shopper is doing – making sure the right messages reach the right people at the right time. Another breakthrough is predictive analytics, where AI can predict what shoppers might want before they even realise it. This means we can deliver more targeted ads that feel less intrusive, and more like helpful suggestions. Imagine getting an ad for a new pair of shoes just when you’re thinking about buying one – AI is making that happen.
On the open internet, freedom and choice is everything to consumers, and AI helps us respect that. For example, instead of relying on third-party data, AI uses information that consumers have directly shared with us, like browsing history. This way, ads are more personalised and privacy conscious.
In short, AI is revolutionising advertising by making it more intimate and engaging for consumers, and more efficient and effective for publishers.
This information is provided solely for background and is not a representation or guarantee
of any future performance.
