The internet has drastically changed the advertising industry, and it continues to change as new technology and platforms are released.

“Advertising on the internet has become a double-edged sword: There are more platforms and places to advertise than ever before, but at the same time, consumers are being shown so much advertising throughout the day that it takes something special to grab their attention,” said Halli Bruton, content and social media account executive with Burdette Ketchum.


Automation has found its place in nearly all facets of the internet, and advertising is no different. The internet is a large net of data and information on consumers, and there’s no way advertisers can browse all that data to build profiles of their ideal customers. Algorithms are essential for analyzing that info and putting it to use. Automated advertising platforms save time and money by freeing up advertisement departments that need to build and manage countless ad campaigns.

The automated platforms use data to bid on ad space, detecting which ads are doing better and putting in more bids for the ones that result in more conversions. Of course, you set a cap on how much the platform spends on ad space. These automated platforms can be set to run until they reach a certain ROI.

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 (IAB), about 20 percent of digital advertising business is done by one machine interacting with another, and that number is rapidly growing.

Social media and mobile

As of 2017, 69 percent of U.S. adults use at least one social media platform, according to the Pew Research Center. It’s a no-brainer to sell ads on social media. Fortunately, the major sites, such Read More Here