How Technology Impacts Online Advertising

The internet has dramatically changed the advertising industry and continues to evolve as new technologies and platforms are released.

“Internet advertising has become a double-edged sword,” said Halli Bruton, content and social media accounts manager at Burdette Ketchum. “There are more platforms and places to advertise than ever before, but at the same time consumers are getting so much advertising throughout the day that it takes something special to entice them. Warning.”

Advanced digital marketing technologies can help reduce that clutter and noise so your business can reach potential customers. Read on to learn about some of the technologies that are changing the way businesses of all sizes reach, attract, and capture new customers.

To become more competitive, your business can use various digital marketing strategies to gain an edge, such as the following.

Automation and programmatic advertising

Automation has found its way into almost every facet of the internet, and advertising is no different. The internet provides a vast body of consumer data, and there’s no way for advertisers to manually sift through all of this information to build profiles of their ideal customers. Algorithms are key to analyzing this material and putting it to good use.

Automated ad platforms save time and money by freeing ad departments from creating and managing ongoing ad campaigns. You may see them referred to as programmatic advertising, which is serving advertisements based on targeted audiences instead of distributing them broadly and aimlessly.

Automated platforms use data to bid on ad space, detecting the best performing ads and then offering more offers for those that drive more conversions. Of course, you set a cap on the platform’s spending on advertising space. These automated platforms can be set to work until they achieve the desired return on investment (ROI) for your digital marketing campaign.

The other end of this process is also likely automated, with algorithm-based platforms like Google AdSense automatically selling ad space for websites. According to the Interactive Advertising Bureau, approximately 20% of digital advertising business is done by one machine interacting with another, and that number keeps growing.

Sophisticated Email Marketing

Email is already a very powerful and effective digital marketing tool, made even more impactful with sophisticated targeting. The best email marketing platforms have already introduced advanced tools that support hyper-specific identification of customer segments that are more likely to buy certain products than others. Keep in mind that too many emails can burn out customers, and there are better ways to get your message out to people, like emerging technologies that help propel your email to the top of a box. reception.

Here are some examples of these innovations:

  • BIMI: It’s an authentication technology that helps reduce brand theft and tells recipients that your email is legitimate.
  • AI: Artificial intelligence tools are making their way into email marketing through features like send time optimization.

Point: With email marketing, sometimes you can have too much of a good thing. So it’s important not to overwhelm customer inboxes and create engaging email campaigns that engage your customers rather than bore them.

Social and mobile networks

From 2021, 72% of American adults use at least one social media platform. It’s a no-brainer to sell ads on social media. Fortunately, large sites, such as Facebook and Twitter, have robust advertising platforms. Additionally, 80% of users interact with social media on mobile devices, according to WordStream, which means companies should optimize their advertising for this medium.

The most successful social media ads leverage geolocation technology on mobile devices, allowing hyperlocal ads to target users in a predetermined area.

Video is also an increasingly important area for advertising that grabs people’s attention. According to Neil Patel, video ads on social media drive significantly more engagement than non-video ads. On YouTube, viewers are 1.4 times more likely to watch and share ads on mobile. A popular type of video on social media does not require sound and uses subtitles, allowing for uninterrupted viewing in public.

It’s not just about advertising on the biggest social media platforms. Companies like Nanigans sell ad space on various mobile apps and games, allowing advertisers to get in on the action if and when these fledgling apps go viral.

for your informationFOR YOUR INFORMATION: Social media platforms change how they work regularly, so keep an eye out for updates that may affect how you reach new audiences.

Native advertising

Native advertising is on the rise, with ads being integrated into popular content sites, bringing back the old line of “This program was brought to you by…”. Traditional advertising, depending on your audience, is dying out, especially with the rise of ad blocking software. Advertisers need new, creative ways to get their messages across to viewers and get them to listen.

Many ad networks now include native advertising packages, providing opportunities for sponsored articles that blend in with the rest of a platform’s content.

“Everything on the internet is branded whether consumers realize it or not,” Bruton said. “It has proven to be more effective than other forms on the internet. Advertisers are expected to provide engaging and entertaining or insightful content.”

The goal of native advertising is not to confuse users, and companies like Adyoulike create ads that fit into the style and format of a website or platform.

Progressive Web Apps

Known as PWAs for Short Progressive Web Apps, they bring the capabilities of an app to the browser experience. Not only is mobile the most popular way to access the web, but it ensures a seamless customer experience no matter how your customers choose to access your products and services.

PWAs are increasingly drawing attention to their prioritization of user experience, which can fall apart with even a second of lag. Prioritizing speed, usability, and clarity is much easier with PWAs.

Augmented reality

Augmented Reality (AR) merges the real world and the digital world, bringing digital content to life in a real environment. The Pokemon Go mobile game is an example of AR in action, in which game characters are projected onto the player’s surroundings by simply pointing the device’s camera at an area.

“The big augmented reality boom is happening as phone makers are already developing AR-enabled devices, and that’s creating a big window of untapped potential for advertisers,” Bruton said.

Snapchat’s various filters for photos are a form of AR, and they’re becoming increasingly impressive and are already being used by marketers creating branded versions for the platform. AR offers many marketing opportunities for businesses.

While mobile is currently the king of online engagement, wearable technology, like the Apple Watch, is gaining traction and is likely already being scrutinized by advertisers.

Artificial intelligence

AI is having a big impact on all sectors of industry, including marketing. AI systems allow marketers to test campaigns before dipping into their advertising budgets. An example of an AI marketing assistant that can use predictive analytics for pay-per-click (PPC) campaigns is a program called Albert.

Voice search

Every year, advertisers use more and more technological advances. Marketers need to stay current with the latest tools of the trade to stay competitive and expand their reach.

The Search Engine Journal recommends that companies prepare their marketing campaigns to target those who rely on voice technology to conduct online searches. The use of virtual assistants should increase and marketers should adjust PPC campaigns to show up in searches from voice assistants. Queries via voice technology are generally longer and have more buildable keywords.


Chatbots have grown in popularity with customer service providers, but they can also be used by marketers. A chatbot automatically generates a conversation with a user in real time, with responses based on responses from the target audience. For example, companies can use chatbots to distinguish a website visitor’s preferences on certain products, such as makeup or movies.

No matter the niche or trend, no trendy app, platform or device should be ignored for its advertising potential. At a time when traditional advertising is continually ignored by younger generations, advertisers must evolve and adapt.

Looking to the future of digital advertising

Advertisers must continue to look to the future as the internet evolves and new technologies develop, but at the heart of any campaign is always creativity. Good, effective advertising will always get the message home. Even the best technologies cannot guarantee the success of a campaign if the advertisements are not of quality.

“The internet has made good creative advertising more effective because it’s easier than ever to find and track the target audience for optimal effectiveness,” Bruton said. “However, if the ad is bad, it doesn’t matter how well the audience is targeted.”

Andreas Rivera contributed writing and reporting to this article. Source interviews were conducted for a previous version of this article.