In conversation with Alexandra Klyueva, Global Programmatic Director, Hybrid
In an insightful conversation with Agency Reporter, Alexandra Klyueva, Global Programmatic Director at Hybrid, discusses how AI-driven technologies are transforming the digital advertising landscape. She addresses key challenges, including ad fraud, and brand safety, while highlighting the impact of Connected TV, geolocation data, and AI on shaping the industry’s future
Agency Reporter- How are AI algorithms integrated into advertising technologies to drive smooth, effective, and impactful campaigns?
Alexandra Klyueva– AI algorithms play a pivotal role in ensuring smooth and effective campaigns in programmatic advertising. AdTech solutions like VOX contextual marketing suite, powered by Semantica 360° and Computer Vision enable the analysis of content and images to identify optimal ad placements. This approach ensures that ads do not become intrusive and boring but are placed in appropriate environments. Also, predictive analysis is revolutionizing the campaign’s effectiveness by analyzing the users’ behavior to enhance targeting and creative content delivery.
Dynamic Creative Optimization (DCO) further enhances campaign performance by using AI to create and deliver personalized ad creatives in real-time. By adapting elements like images, headlines, and calls to action based on the user behavior, preferences, and contextual data, DCO ensures maximum relevance and engagement.
With AI integration, the industry can deliver highly targeted and impactful campaigns, all while safeguarding user privacy and maintaining brand integrity in a competitive digital landscape.
Agency Reporter- What are the biggest challenges facing the digital advertising industry today?
Alexandra Klyueva– One of the biggest challenges in the digital advertising industry today is the transition to a cookieless future while maintaining personalization and targeting efficiency. This will anyway come one day as regulations grow more stringent with privacy concerns, there is a need for advertisers to implement new solutions such as contextual targeting and first-party data strategies to maintain compliance while giving advertisers the ability to make relevant campaigns.
Another significant challenge is ad fraud, which threatens campaign effectiveness and advertiser trust. The industry must continue investing in advanced fraud detection technologies and partnerships with trusted verification platforms to mitigate this issue.
Brand safety is also a concern, as advertisers strive to maintain their reputation by ensuring their ads appear in an appropriate and contextually relevant environment. Leveraging AI-powered tools like Semantica 360° and Computer Vision ensures ad placements are carefully monitored and filtered, preventing association with inappropriate or sensitive content while optimizing brand relevance and consumer trust.
Agency Reporter- How do you think the rise of connected TV (CTV) is impacting the programmatic landscape, and how are industry leaders adapting to this evolution?
Alexandra Klyueva– The rise of CTV advertising has significantly transformed the programmatic landscape, enabling advertisers to synchronize campaigns across connected devices and platforms seamlessly. This evolution empowers brands to leverage media strategies to engage highly targeted audiences on larger screens, delivering more impactful and engaging campaigns.
The Industry is also stepping up its efforts to improve programmatic solutions for CTV to provide a relevant target audience, better ad placements in terms of visibility, and tangible results. These solutions combine the best of what CTV has to offer and add AI-driven solutions and real-time optimization to the mix to guarantee brand safety and relevance.
Furthermore, the emphasis on the privacy-first approach to advertising guarantees that these developments meet new regulatory demands and consumer preferences, which makes CTV one of the pillars of modern programmatic advertising.
Agency Reporter- How can geolocation data and contextual targeting enhance the precision and effectiveness of programmatic campaigns?
Alexandra Klyueva– Geolocation data has become an essential tool in enhancing programmatic campaigns among marketers. Hyperlocal targeting makes it possible for advertisers to target their audiences depending on the locality, behavior, and requirements of the audiences.
With the help of geolocation features, more attention could be paid to preferences, cultural differences, and even such variables as climate and happenings in a certain region. This means that advertisements that are placed can better hit the target market increasing their chances of being well received and acted upon.
Hyperlocal targeting also enables precise audience segmentation. For instance, advertisers can focus on consumers near specific points of interest, such as branch offices or retail outlets, and deliver contextually relevant messages that prompt immediate action.
This approach makes campaigns more effective, enhances the relationship between brands and their audiences, and provides better outcomes with high ROI in the competitive digital advertising environment.
Agency Reporter- How do you see the convergence of AI and programmatic buying transforming the industry over the next 5-10 years?
Alexandra Klyueva– AI is expected to revolutionize the programmatic buying of ads in the next 5-10 years but only the strongest AdTech solutions with the proprietary technologies supported by professionals with strategic and creative way of thinking will survive, as the criticism of human-level reasoning remains truly important in all these technical processes.
The real-time processing of large datasets by AI will enable the advertisers to communicate the right message to the right audience at the right time, based on the users’ preferences.
When integrated with programmatic buying, AI insights enable advertisers to deliver highly targeted messages that prompt immediate action based on the audience’s location, thus increasing ROI and improving users’ loyalty.
Further, AI will massively improve both creative and predictive models that are used to automate the decision-making process concerning ad positioning with a certain creative and bidding, as well as overall campaign effectiveness. Such evolution will result in the improvement of the efficiency of the advertising ecosystem, its increased transparency, and focus on the outcomes that will enable advertisers to reach the intended goals and deliver meaningful ads to users.