Leveraging Advertising Automation Can Lead to Increased Return on Advertising Investment

AcuityAds Holdings Inc., the leading technology company that enables advertisers to connect intelligently with audiences across digital advertising campaigns from a single platform, released an industry whitepaper, “Brands Need Advertising Automation to Control the Consumer Journey,” in partnership with Digiday, a media company and community for digital media, marketing and advertising professionals.

As the creators of illumin™, the only advertising automation technology today that offers planning, buying and omnichannel intelligence from a single platform, AcuityAds is uniquely positioned to offer advertising industry leaders insights on how they can go beyond programmatic to effectively advertise in an omnichannel ecosystem, and do so in a fashion that ensures the best return on investment for holistic campaigns.

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“Programmatic advertising as a concept is outdated and misses the mark both in reaching the consumer at the right moment and in offering advertisers the tools they need to adapt their campaigns to today’s rapidly shifting market forces and consumer behaviors,” said Seraj Bharwani, Chief Strategy Officer at AcuityAds. “We introduced our new platform, illumin, because we believe the future of advertising leverages artificial intelligence, algorithms and intuitive user interfaces to offer true advertising automation that determines the channel, sequence and message that are delivered to generate the most efficient consumer journey and strongest ROI.”

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“At Digiday, we regularly partner with leading brands in the digital media, marketing and advertising space, and we are excited to work with AcuityAds to publish this new industry white paper about advertising automation and the consumer journey,” said James O’Brien, Head of Production for Custom, the in-house agency at Digiday. “It’s a timely and relevant topic, and with AcuityAds having just released their new automation platform, illumin, they have a wealth of ideas to share with industry leaders on the role of advertising automation and the future of the industry.”

A recent report from eMarketer¹ found that digital video and digital display were the only channels which saw positive growth amidst the coronavirus pandemic in Q1-Q3 2020, making the delivery of the right consumer journey via advertising automation more important than ever.