The rise of ChatGPT in the programmatic industry: The benefits and limitations | Part 1

Are you curious about how chatbots might change how we work? Find out what ChatGPT is, and how it will impact the programmatic industry.

Unless you have been completely disconnected from tech news recently, you can’t fail to have heard about ChatGPT, the AI-powered language model that’s making waves in the world of conversational artificial intelligence for marketing.

Trained on a huge volume of text and built on GPT-3.5 architecture, ChatGPT is able to understand requests you type in, and generate human-like responses in real-time.

What are some of the key features and benefits of ChatGPT?

One of the biggest debates right now centres on ChatGPT’s potential impact on the way online content is created and used – including programmatic.

Here are some of the ways people anticipate ChatGPT changing programmatic (and benefitting marketers).

1) Faster and easier content creation

It is undeniable that ChatGPT can shortcut your content creation. Want a blog on a topic? Ask ChatGPT to write it and you’ll have text in seconds. It can also come up with ideas for content, including blog posts and social media updates that can help drive traffic to your website.

It can also be used to generate headline ideas for programmatic ads, including tailoring for specific audiences.

But as we cover in ChatGPT’s downsides in part two (read it here), it’s not wise to simply cut and paste its content. You should instead consider it as a starting point, and make the content your own. This includes checking for accuracy, adding your own tone of voice, and editing it to ensure it is unique, so that it doesn’t have a negative impact on campaign performance.

2) Greater understanding of user intent

ChatGPT can help search engines to understand the intent behind user queries better, which will lead to more accurate search results and more relevant users visiting websites. And, in turn, this will lead to better campaign performance for programmatic ads across platforms.

3) Conversational queries will become more important

The use of voice search has been increasing, even before ChatGPT came along. According to Hootsuite’s 2022 Global State of Digital Report, 22.5% of people across the world use voice search or voice commands each week.

It is predicted that ChatGPT will speed up this trend, and conversational search queries will become crucial for search engine optimisation. Search results will become more personalised and direct and the impact of conventional SEO practices on page ranking may vary.

This is quickly having a significant impact on what users expect from online content and webpages. The key word here: personalisation. If search engines are continually learning how to deliver relevant, timely content, then it’s more important than ever before that the ads they’re seeing on these pages are personalised and tailored too.

Gone are the days when you can get away with a basic, static campaign that shows the same few ads to everyone. Instead, advertisers will need to lean more heavily on dynamic creative optimisation (DCO), which creates ads that are tailored to the person viewing them, in real time.

4) Publishers will move away from search-driven content

Thanks to their ability to generate answers to queries without requiring a user to click through to an article, it is anticipated that ChatGPT and other chatbots will take away a portion of publishers’ search-driven traffic. Meaning that advertisers will have to get creative with how to ensure users are seeing their ads. Which is why we always recommend here an omnichannel approach, combining programmatic with search, to ensure even if users are remaining on the search pages, your brand is still visible.

In general, like any tool, while ChatGPT has many impressive capabilities, it’s important to be aware of its limitations, and to use it appropriately.

One thing will remain the same, whatever direction ChatGPT takes. And that is good quality, relevant information will always be important. As will staying abreast of any changes and acting accordingly. ChatGPT certainly won’t be the last new technology to impact how we behave online.

To read more on ChatGPT and its limitations for marketers, read our blog here, and if you’d like to learn more about how programmatic advertising can help you achieve outperforming marketing campaigns, please get in touch with one of our experts today.