Successful paid media strategies rely on machine learning and automated bidding. Both features have been critical to the success of Google Ads campaigns for some time now. Though there are now AI features in all major advertising platforms, most — such as Meta’s “enhancement” features — are still a long way off from being consistently reliable.
Artificial intelligence built off large language learning models, however, has been allowing paid media strategists to improve strategies for a couple of years. Using it to inform paid media strategy is now essential. Our paid media team, for instance, regularly consults AI for a variety of tasks, large and small. But, as with any use of AI tools, it’s important to maintain a balance and avoid over-reliance because of ethical considerations.
Bias and Fairness
When using AI in paid advertisement campaigns, particularly in the early stages, ensuring fairness and minimizing bias is crucial to maintain ethical practices and build consumer trust. AI algorithms, if not carefully managed, can unintentionally amplify biases present in training data creating campaigns that miss the mark.
Regularly auditing AI models, using diverse and representative training data, and having a human element in decision-making processes are important to reduce the chance of bias within AI-assisted PPC campaigns.
Transparency and Accountability
Transparency in AI-driven paid advertisement campaigns means openly communicating how artificial intelligence is utilized throughout the advertising process, from targeting and personalization to data collection and decision-making. Transparency also extends to addressing potential limitations, such as biases or inaccuracies of information.
By having open communication and implementing safeguards like clear audits and applying ethical guidelines, advertisers can create campaigns that are both effective and trustworthy.
Privacy and Data Security
In today’s digital world, privacy and data protection are at the forefront of consumers’ minds. When thinking about future developments in AI, 37% of all digital consumers say they are most concerned with data privacy (GWI December 2024).
By adhering to strict data security protocols and ethical practices, you build trust with clients while delivering innovative, secure, and effective solutions.
Elevate Your Campaigns with Ethical AI-Powered Advertising
At Mad Fish Digital, privacy and data security are at the core of our operations. We recognize the importance of protecting sensitive customer information and are committed to maintaining the highest standards of data integrity. Our responsible use of AI extends beyond security—we prioritize fairness, transparency, and accountability in all our PPC campaigns.
By actively mitigating bias and making data-driven decisions with integrity, we build trust with our clients and deliver innovative, secure, and effective solutions that align with our values.