LAS VEGAS – Marketers and media buyers are seeking more assurance that their automated advertising placements appear amid publisher content that’s not only brand-appropriate, but also is most likely to trigger an outcome such as a sale, store visit or app download. Artificial intelligence is helping to improve this process, though there are misconceptions about its capabilities.
“There’s a lot of confusion around how AI can practically be applied to media execution,” Mat Doherty, chief executive, North America, of ad-tech platform EXTE, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.
“One of our goals is to really sift through some of that clutter and really help explain on behalf of our demand side partners what we can do for them, and how AI can really enable better campaign performance for them,” Doherty said. “That really takes the shape of better creative execution and better media performance and optimization.”
EXTE focuses on proprietary access to unique supplies of advertising inventory, customized creative that fits a publisher’s formats and its patented contextual ad solution.
“What’s really unique about our solution is that it does multistage analysis of not just the words or the content on a specific page, but also does a media analysis for any embedded media that exists on that page as well,” Doherty said.
EXTE this year is working to make its platform more predictive of business outcomes in addition to media outcomes.
“What that really means is structuring licensing agreements with various attribution partners or measurement partners so that we can start to feed in their measurement into our optimization logic and train our machine learning models to better be able to predict a media outcome as well as a business outcome,” he said.
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