top of page

Subscribe to our newsletter

Write a
Title Here

I'm a paragraph. Click here to add your own text and edit me. I’m a great place for you to tell a story and let your users know a little more about you.

© Indic Pacific Legal Research LLP.

For articles published in VISUAL LEGAL ANALYTICA, you may refer to the editorial guidelines for more information.

AI & AdTech: Examining the Role of Intermediaries

The author is a Research Intern at the Indian Society of Artificial Intelligence and Law as of March 2024.



In today's digital age, advertising has undergone a significant transformation with the integration of Artificial Intelligence (AI) technology. This high-tech wizardry has completely changed the game for businesses by transforming how they connect with their target audiences, manage their advertising budgets, and supercharge their marketing strategies on social media platforms. This insight delves into the profound impact of AI technology on advertising budgetary issues in social media platforms, exploring how intermediaries and third parties play a crucial role in leveraging AI for effective advertising campaigns. Additionally, scrutinising the pivotal role of intermediaries and third parties in shaping and optimising AI-driven advertising campaigns.

The Evolution of Advertising in the Digital Era

Advertising has evolved from traditional methods to digital platforms, with social media becoming a prominent channel for businesses to connect with their customers. The vast user base and engagement levels on platforms like Facebook, Instagram, Twitter, and LinkedIn have made them ideal spaces for targeted advertising. However, managing advertising budgets effectively on these platforms can be challenging without the right tools and strategies. 


AI technology has emerged as a game-changer in the advertising landscape, offering advanced capabilities for data analysis, audience targeting, ad personalization, and performance optimization. By harnessing the power of AI algorithms and machine learning models, businesses can make data-driven decisions to maximize the impact of their advertising campaigns while minimizing costs.

Social media platforms have become central hubs for advertising, offering diverse audience demographics and sophisticated targeting options. As advertisers flock to these platforms, the need for efficient budget management becomes paramount.

Dynamic Budget Allocation

Artificial Intelligence (AI) is like a magic wand for advertisers, especially when it comes to managing budgets in the dynamic world of social media. With AI, advertisers get the superpower of adjusting budgets on the fly based on how well their ads are doing. If an ad is hitting the bullseye, AI suggests putting more money into it, but if something isn't quite clicking, it advises scaling back. This dynamic approach ensures that every penny spent on advertising is a wise investment, maximizing returns.

But the AI magic doesn't stop there. Predictive analytics, powered by AI, takes the guesswork out of budget planning. By crunching numbers from past campaigns and spotting market trends, AI algorithms become crystal balls for advertisers. They predict how ads will perform in the future, helping businesses plan their budgets with precision. It's like having a financial advisor for your advertising dollars, guiding you to spend where it matters most.

Now, while AI brings a treasure trove of benefits to budget management in social media advertising, it's not all smooth sailing. Businesses might face challenges along the way that can shake up their budget strategies.

These challenges include:

Ad Fraud and Click Fraud

Ad fraud remains a significant concern in digital advertising, with malicious actors engaging in click fraud to inflate ad engagement metrics artificially. Businesses need to implement robust fraud detection mechanisms powered by AI to identify and mitigate fraudulent activities that can drain advertising budgets without delivering genuine results.

Budget Overruns

Advertisers face the risk of going over their budgets if they don't have effective monitoring and optimization strategies. AI tools can be a game-changer, offering real-time insights into how ads are performing and making automatic adjustments to keep spending within the planned limits. This helps avoid unexpected costs and ensures efficient campaign management.


Competitive Bidding

In highly competitive social media ad spaces, bidding wars can escalate costs and strain advertisers' budgets. AI-powered bidding strategies become invaluable in such scenarios. These tools optimize bid prices by considering factors like target audience, ad relevance, and the likelihood of conversion. This ensures that businesses achieve cost-effective results even in fiercely competitive environments.

The Role of Intermediaries and Third Parties in AI-Driven Advertising

Intermediaries and third parties are pivotal players in the world of AI-driven advertising, playing a vital role in making the most of AI technologies and improving advertising strategies on social media platforms. These entities offer specialized knowledge, tools, and resources that empower businesses to effectively use AI for their targeted advertising campaigns. In simpler terms, they act as valuable partners, helping companies navigate the complex landscape of AI-powered advertising on platforms like social media. Their expertise and resources contribute to the success of businesses in reaching their advertising goals through smart and targeted campaigns.


  • A major advantage of using AI technologies and third-party data for marketers is the capability to improve customer targeting through precise segmentation and personalized experiences. Intermediaries play a crucial role in helping businesses turbocharge their audience segments with third-party data, allowing for highly personalized customer interactions across different channels. Through the strategic use of AI algorithms and third-party data, advertisers can pinpoint specific characteristics of their audience, enabling them to enhance personalization on a larger scale. This leads to more tailored and effective marketing efforts that resonate with individual customers, ultimately boosting engagement and satisfaction.

  • AI's predictive modeling is a powerful tool for businesses to understand audience intent and focus on those with a higher likelihood of converting. By examining patterns in data, demographics, past behaviors, and characteristics, AI helps identify valuable customers and build lookalike audiences. Intermediaries play a key role in implementing predictive analytics strategies, aiding businesses in refining their marketing methods, boosting return on investment (ROI), and making well-informed decisions about brand partnerships and enhancing customer experiences. This collaboration ensures that businesses can optimize their marketing efforts, better connect with their target audience, and ultimately achieve more successful outcomes.

  • Establishing a well-thought-out strategy for managing relationships with third-party middlemen is essential for enhancing performance, creating value, and minimizing risks within the broader business network. Businesses frequently collaborate with these intermediaries for functions such as logistics, sales, distribution, marketing, and human resources. These middlemen play a crucial role in helping companies handle risks associated with these partnerships, including adhering to regulations, managing financial risks, sustaining business operations in tough times, safeguarding reputation, addressing operational disruptions, countering cyber threats, and ensuring alignment with strategic objectives. By having a structured plan in place, companies can navigate challenges more effectively, capitalize on opportunities, and foster successful collaborations with their third-party partners.


Intermediaries are valuable partners for businesses, supporting them in meeting regulatory requirements concerning AI use in advertising. They play a crucial role in ensuring compliance with data privacy regulations and operational resilience standards. These intermediaries aid companies in navigating the complexities of third-party dependencies in AI models. They offer guidance on protecting data privacy, understanding how AI models function, addressing issues related to intellectual property, minimizing risks tied to external dependencies, and strengthening operational resilience against potential cyber threats. In simpler terms, intermediaries help businesses stay on the right side of the law and operate securely when utilizing AI in their advertising practices.

Kinds of Intermediaries and Third Parties

Ad Agencies and Marketing Firms

Ad agencies and marketing firms act as intermediaries, assisting organizations in navigating the complexities of AI-driven advertising. They offer expertise, resources, and specialized tools to optimize campaigns and enhance ROI.


Data Analytics Providers

Third-party data analytics providers play a pivotal role in interpreting vast amounts of consumer data. They offer insights that inform advertising strategies, helping organizations refine their targeting and messaging approaches.


Ethical Considerations in Third-Party Involvement & Mitigation Measures

While intermediaries and third parties offer valuable services, ethical considerations arise. Issues such as data privacy, transparency, and potential conflicts of interest require careful examination to ensure responsible and ethical advertising practices.

Comprehensive Budget Planning

It's important for organizations to plan their budget thoroughly when diving into AI-driven advertising. This means considering the initial investment in AI technologies, ongoing maintenance costs, and being prepared for potential changes in advertising performance. Taking a proactive approach to budget planning helps ensure financial stability and success in AI-powered campaigns.

Continuous Monitoring and Adaptation

Keeping a close eye on how advertising is performing and adapting strategies when needed is crucial. Regularly monitoring campaigns and adjusting strategies in response to algorithm changes is a proactive way for organizations to optimize their advertising efforts. This adaptability helps minimize the impact of uncertainties and keeps campaigns on track.

Collaboration with Reputable Intermediaries

Choosing trustworthy partners, such as ad agencies, marketing firms, and data analytics providers, is a must. Collaborating with reputable intermediaries ensures organizations receive expert guidance and ethical practices. This partnership increases the likelihood of achieving advertising goals and maintaining a positive reputation in the industry.


Enhancing Data Intermediation for Trusted Digital Agency

Data intermediaries play a crucial role in making data sharing smooth and trustworthy between individuals and technology platforms. They act like digital agents, allowing users to make decisions autonomously. To build trust, intermediaries establish reputation mechanisms, get third-party verification, and create assurance structures to minimize risks for both intermediaries and rights holders. This approach boosts confidence in interactions between humans and technology in the expanding data ecosystem, ensuring that information can be shared reliably and securely.


To conclude, intermediaries and third-party players are crucial in unlocking the full potential of AI technology for advertising on social media platforms. Their expertise spans audience segmentation, predictive modeling, risk management across extended enterprises, adherence to regulatory standards, bolstering operational resilience, and building trust through data intermediation. Through these vital contributions, these entities play a substantial role in ensuring the triumph of AI-driven advertising campaigns.