LAS VEGAS — While AI has made significant headway on the creative side of advertising, its potential for measuring and optimizing ad performance is just beginning to be realized.
The use of artificial intelligence could transform the way brands measure and optimize their impact – but, here, the technology is still in its early days, according to Tyler Fitch, SVP of partnerships at AdRise, Tubi.
In this video interview with Beet.TV, Fitch said AI processing has accelerated the ability to optimize quickly based on different metrics and feedback, such as driving store visits or e-commerce purchases.
Combining content and creative for the best experience
Within Tubi, AdRise is the tech platform that powers ad inventory across Fox’s OneFox footprint.
AdRise also works with partners like XR Extreme Reach to understand brands’ needs and cater to them on the creative side.
“We actually have to help the AI when we work with our partners like that, to make it even better,” Fitch said. “And that’s really the collaboration part is where it gets me excited.”
Tailoring to diverse and underserved audiences
Fitch is bullish on the performance potential of TV advertising, which he believes hasn’t received enough credit compared to mobile and search.
By leveraging AI to analyze audience data and context in real-time, TV advertising has the potential to become more like mobile and social ad buying in terms of optimization speed and precision, he said.
AI tools can help feed performance even further by analyzing thousands of variables to discover pockets of performance that were previously impossible to identify through manual processes.
“I see this happening in real time and becoming more like a like a mobile social bu, but taking those audiences and the context of those audiences and discovering what’s really working and then being able to find more of those audiences using AI,” said Fitch.
You’re watching “The Impact Era: Harmonizing Technology and Humanity in Advertising, a Beet.TV Leadership Series at CES 2025, presented by XR Extreme Reach” For more videos from this series, please visit this page.
