AI Accelerates Ad Optimization from Months to Days: Silverpush’s Waxman

CANNES — The transformative power of AI is accelerating advertising optimization at a rapid pace, reducing the time it takes to understand campaign performance from a month to just 72 hours.

“One of the most incredible transformations that I’ve seen is the acceleration of the output,” says Kyle Waxman, EVP of North America at Silverpush, in this video interview with Beet.TV.

“Not even that long ago, it would take a month to kind of figure out what was going on, how the campaign was performing, what you should optimize into and optimize out of.”

But now, Waxman says, AI can help forecast what is going to work and what is not in a significantly shorter period of time. This granular level of sophistication means advertisers can spend their money better, align their ads more effectively, save time, and get more information on what is actually happening with their campaigns.

Testing is Key to Avoiding Legacy Hurdles

Silverpush is a marketing technology company specializing in AI-driven solutions. It provides cross-device and cross-platform tracking technology, which enables advertisers to target and measure their multimodal advertising campaigns more accurately.

The company offers real-time analytics, performance measurement, and ad effectiveness insights. Silverpush leverages machine learning to recognize and track unique audio signals in ads.

To avoid getting stuck in legacy solutions that may be holding back progress, brands and agencies must constantly be testing, Waxman believes.

“Without that, you are going to be stuck in legacy solutions, which probably perform pretty good. But, if you test outside of your legacy solutions, you will see a different benchmark and you will see a different level of clarity than what you’re currently seeing,” he says. “I think that is the biggest avoidable hurdle in all the conversations that we’ve had here in the last week.”