Adopting distributed edge cloud computing models can help the ad industry optimise for 5G speeds

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 20, 2020, 3:42 PM UTC

Content and ad decisioning placed around consumers can efficiently optimise ads for 5G.

For advertisers to fully leverage the anticipated 5G technology, the ad industry should look beyond the cell towers and update their “backhaul” and “clouds”. Adopting distributed edge cloud computing models with its smaller cells can reduce distant points.

This in effect allows marketers to place content and ad decisioning closer to consumers and reduce latency in ad serving. Implementing real-time per-bid algorithms for decisioning and measurement and using fewer ad tags can further help brands streamline ads.

Advertisers should reduce bidding for headers as it requires substantial background activity and multiple auctions, before decisions are made and ads served. AI can enable immediate decisioning based on metadata and inputs available in real-time and reduce advertising latency.

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