MEF recently hosted a webinar examining the role of AI in digital marketing. Host Anzelle Robertson, Programme Director of DCB, Content & Advertising at MEF, shares her highlights.
Our recent webinar titled “The Role of AI in Traffic Compliance” aimed to shed light on the evolving intersection of artificial intelligence, digital marketing, and compliance within the telecommunications and content advertising sectors and featured industry expert speakers Christopher Henseler of Mesh Ads and Jamil Gaith of Mobibox.
Jamil discussed the role of AI in monitoring and enhancing the monetization of direct carrier billing (DCB). The Mobibox platform acts as a connector between advertising and monetization, leveraging AI to detect fraudulent clicks and ensure compliance with advertising standards. This real-time AI analysis helps prevent wasteful spending on non-human traffic and maintains campaign integrity even when outsourced to affiliate networks.
Christopher shared his extensive experience, spanning 15 years across various roles in connectivity and digital marketing. He highlighted the transformation brought by AI in digital advertising, contrasting the past heavy reliance on manual processes with today’s AI-driven efficiencies.
Previously, media buying was a labor-intensive process involving manual customization of ad formats across different devices and maintaining compliance amidst changing banner requirements, which was both time-consuming and prone to errors.
As AI continues to evolve, its role in fostering efficient, compliant, and effective advertising strategies becomes increasingly important, offering promising prospects for the future of traffic compliance in digital advertising.“
Today, AI significantly simplifies these tasks by automatically generating ad copy and responsive display ads that adapt to various devices and placements.
This automation not only saves time but also enhances the effectiveness of campaigns through AI-driven analytics that optimize click-through and conversion rates.
Regulatory Compliance and AI
A major focus of the discussion was on regulatory compliance across different markets. Christopher pointed out the challenges in maintaining compliance, especially when AI fails to include mandatory elements like pricing in ads, which could lead to non-compliance tickets.
He emphasized the importance of ongoing dialogue with regulators and monitoring companies to mitigate such risks.
Preventing Account Suspensions
Both speakers touched on the recent increase in account suspensions by platforms like Google, stressing the need for clear and compliant advertising practices.
The Future of AI in Advertising
The webinar concluded on a forward-looking note, recognizing the impressive capabilities of AI while also acknowledging the need for ongoing improvement to reduce false positives in compliance checks. Jamil highlighted how AI tools could unify processes to ensure compliance and transparency, allowing real-time visibility for all stakeholders involved, from media buyers to regulators.
The dialogue between AI capabilities and regulatory needs remains crucial as the industry strives to leverage technology while adhering to best practices in consumer protection and compliance.
The session underscored the transformative impact of AI in digital marketing and compliance, while also highlighting the essential balance required between innovation and adherence to regulatory standards.
As AI continues to evolve, its role in fostering efficient, compliant, and effective advertising strategies becomes increasingly important, offering promising prospects for the future of traffic compliance in digital advertising.
