What should modern advertisers keep in mind when implementing AI powered header bidding solutions to drive their brand’s ad experience? Gulab Patil, Founder & CEO at Lemma shares more:

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Hi Gulab – tell us about Lemma and more about your new solution Infibid.

At Lemma, we’re all about providing advertisers with comprehensive solutions across DOOH, CTV, OTT, and other emerging media formats through our omnichannel platform. Our goal is to create an ecosystem where advertisers can really make a difference throughout the marketing funnel. With our AI-driven header bidding platform, Lemma Infibid, we’re streamlining auction dynamics to promote real-time competition and transparency. This not only unlocks new revenue streams but also taps into infinite demand, opening up exciting growth opportunities for publishers.

How is AI powered header bidding changing the scope of programmatic ad tech today?

You know, AI-powered header bidding is really shaking up programmatic ad tech today. What sets Lemma Infibid apart is its ability to analyze supply inventory across any media—whether it’s CTV, DOOH, or other channels—to ensure publishers get the best value for their impressions. Our platform uses AI to optimize auctions in real time, maximizing revenue and enhancing transparency. This means that every impression has the potential to connect to more demand partners via open bidding, resulting in a higher revenue. It’s truly a game changer in the industry

Can you talk about some key pointers that adtech users need to keep in mind when using AI powered header bidding solutions to drive ad success and placement?

When adopting AI-powered header bidding, several important factors must be considered. First, maintain data integrity and transparency while learning about algorithmic decision-making processes. For example, our Lemma Infibid platform analyzes performance across channels like CTV and DOOH, optimizing supply paths and diversifying demand. Using real-time monitoring and analytics improves performance dramatically, and putting brand safety and ad fraud prevention first is critical. By balancing human oversight with automation, continually updating AI models, and understanding current market trends, we can fully unleash the promise of AI-powered header bidding through Lemma Infibid, enabling greater ad performance, increased revenue, and ongoing competitiveness.

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What about today’s state of AI powered adtech and martech would you like to talk to our readers about or highlight about in terms of top features to look forward to, top aspects to be wary about when it comes to adtech?

I believe that the next phase of AI should focus on creating systems that can openly connect supply and demand, rather than a walled-garden emphasis. Some platforms have built black boxes between supply and demand, misleading advertisers. AI-powered transparent platforms between supply and demand can assist advertisers in accurately measuring their ROP and media owners in fully using their supply potential. AI can collect and handle large amounts of data with greater efficiency and speed than traditional data processing methods. Transparency and data privacy can be maintained using open platforms

Five potential predictions on the future of digital advertising you’d like to share before we wrap up?

As we look ahead in the digital advertising world, there are some really exciting trends to keep an eye on. Here are five key predictions I think will shape the future:

1. Supply Path Optimization: We’re going to see a bigger focus on optimizing supply paths, helping brands get the most bang for their buck by ensuring efficient and transparent ad spending.
2. Increased importance of Transparency- Transparent platforms between supply and demand can help advertisers effectively measure their return on investment (ROI) and media owners connect their media to relevant demand at the right time
3. Omnichannel with Emerging Media: Brands will increasingly adopt omnichannel strategies that integrate new media formats like CTV and DOOH, creating seamless consumer experiences across all platforms.
4. Hyper-Personalization through AI: AI is set to drive hyper-personalization in mass media, allowing brands to deliver super-tailored content in real time based on individual preferences. For example, AI can help optimize ad placements by predicting which content will perform best with particular demographics or even individual users, ensuring that the right message reaches the right person at the right time
5. Voice and Audio Advertising Technologies: As voice-activated devices become more common, we’ll see an increase in audio and voice advertising technologies. Brands will leverage AI to create targeted audio ads that resonate with users based on their listening habits and preferences, tapping into new avenues for engagement.

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