AI and Custom Algorithms Reshape Ad Tech Landscape
The ad tech industry is witnessing significant shifts, with AI and custom algorithms transforming programmatic media buying. MiQ is set to unveil its AI platform at Cannes, while WPP Media has launched Open Intelligence, a large language model (LLM) for clients. Meanwhile, YouTube's proprietary signals are proving ad campaign efficacy.
At the heart of these changes lies data, the most valuable asset in ad tech. It fuels the LLM that creates algorithms, as demonstrated by WPP Media's Open Intelligence, which uses first- and third-party sources for training. AI is already adding immediate value to media optimization in programmatic buying, with DV360 leveraging custom algorithms across Google's owned and operated properties.
Ciaran O'Kane's latest MadTech Sketch delves into the impact of custom algorithms and AI on programmatic media buying. The industry is seeing a shift in the supply chain, with custom algorithms and AI upending traditional practices. Even walled gardens like YouTube are using proprietary signals like attention to prove ad campaign efficacy.
AI and custom algorithms are reshaping the ad tech landscape, with MiQ's AI platform launch at Cannes and WPP Media's Open Intelligence leading the way. Data remains king, driving the creation of algorithms that optimize media buying. As third-party signals train algorithms, the industry is evolving, with YouTube's proprietary signals proving campaign efficacy.
