AI-driven Bidding Strategies on Programmatic Campaign

In recent years, programmatic advertising has become a key part of digital marketing, especially with the growing use of artificial intelligence. One of the areas where AI is being widely used is bidding strategies, where decisions are made automatically based on user data and campaign performance. This study focuses on understanding how AI-driven bidding strategies affect campaign performance in the Indian digital advertising context. For this purpose, both primary and secondary data have been used. A survey of more than 100 respondents was conducted to understand awareness and perception, and along with that, simulated campaign data based on industry benchmarks was analysed. The results show that AI-based bidding strategies generally perform better than manual bidding methods, especially in terms of cost efficiency and conversions. However, it was also observed that there are still concerns among users regarding transparency and control. Overall, the study highlights that while AI-driven bidding is effective, its success depends on proper implementation and data quality.