Navigating the complex terrain of digital media has long become an arduous task. Today, ad delivery requires immense precision. You must hit the right nerve at the right nerve and have no room to miss it with a whisker. While innovative methods are pivotal, AI is at the forefront, streamlining ad delivery for maximum efficacy. Predictive AI has long been a catalyst for product simplification and enhanced business performance. The evolution of language models has significantly refined our capacity to align user needs with advertiser goals, optimizing everything from keyword selection to bid

strategies. However, reaping tangible results from digital ad delivery has become a challenge in itself.

For instance, Meta is facing a class action suit in the US against allegations that the Facebook and Instagram owner over charged advertisers by fraudulently inflating the number of people their ads might reach. US Circuit Court of Appeals in San Francisco said advertisers could sue for damages as a group over Meta’s claims about the “potential reach” of their ads. Advertisers accused Meta that the metric used by the company measured the number of social media accounts, not the lower number of actual people, and inflated the number of potential viewers by as much as 400 percent.

By now, we all know that Data helps to gain better clarity about the target audience and equips organizations with the ability to build stronger connections with potential customers. Most importantly, when the entire consumer market demands unique experiences with every transaction, marketers can offer consumers personalized suggestions relevant to them. But these new allegations remind us that marketers must also be extremely careful about the mediums they engage in.