XR launches XR One as AI ad platform

XR One is intended to address common industry challenges and help organisations manage how they create, manage, and deliver advertising more effectively. It aims to simplify production bidding, keep advertising budgets and payments visible to everyone who needs to see them, and connect what ads cost to make with how and where they reach audiences.

John Batter (pictured), CEO of XR, said: "With XR One, advertising operations are no longer a series of back-office tasks; it's the backbone of modern advertising. We’ve connected every stage of the advertising creative process, giving marketers a clearer view of what they’re making, what they’re spending, and how their campaigns are performing. That’s a level of visibility brands and agencies have never had before."

According to the company, AI is built into the platform to help marketers make better decisions from production planning to launch.

It said XR One AI insights can recommend the right ad formats for every channel, uncover production savings for specific vendors, and predict how creative choices, from locations to casting, will impact budgets and audience performance. The result is greater confidence and more effective campaigns from the very start, XR claims.