Artificial intelligence has the power to transform omnichannel personalization for brands – that is, helping marketers to create individualized experiences for each consumer based on their preferences.
“Marketers are using AI to develop the right … permutations of creative to ensure that the right message is getting delivered to the right audience at the right time in the right context,” Jim Egan, senior vice president of business development at IAS, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
Advertisers are customizing their interactions with consumers at every stage of the purchase journey from when the consumer is first exposed to a product to when they decide to take an action or make a purchase.
“Every advertiser’s goal is to boost conversion rates, improve their customer satisfaction,” Egan said. “AI has become a great tool for marketers to supercharge a lot of the fundamental tenants of advertising, so, things like targeting, personalization, data analysis and content generation.”
AI’s computing power also can handle customization at a massive scale, helping to optimize campaigns and deliver more relevant content.
“We’re capturing over 280 billion digital interactions every day globally, and advertisers can use AI to leverage large data sets like that to scale and optimize models, which is going to increase quality, increase reach, and increase effectiveness,” Egan said. “We’re using AI for predictions for decisioning, suitability protection, as well as contextual targeting.”
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