AI has the potential to automate point tasks in the existing ad management chain and even to transform the entire way media is transacted.
The data and addressability of digital combined with the reach of linear is a powerful advertising proposition – albeit one media publishers have yet to master. One challenge is managing the complexity of distributing linear and VOD content onto multiple platforms. Adding AI into the mix promises to streamline the whole system and even to make ads more personalised and targeted than ever.
“AI is nascent in the industry,” says Rhys McLachlan, Director of Advanced Advertising at UK commercial broadcaster ITV. “There’s a lot of hype around it. In some respects, rightly so. In other respects, it’s a classic Gartner lifecycle curve. We need to be wary that the opportunities are maybe slightly overinflated versus what it can practically deliver in terms of value.”...
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