Ad Tech Shifts: YouTube's Proprietary Signals & AI's Impact on Programmatic Buying
Ad tech is witnessing significant shifts, with walled gardens like YouTube leveraging proprietary signals for ad campaign efficacy. Meanwhile, AI and custom algorithms are transforming programmatic media buying, as seen in recent developments from DV360, WPP Media, and MiQ.
YouTube, a key player in the ad tech landscape, is utilising proprietary signals such as attention to demonstrate the effectiveness of ad campaigns and deliver improved outcomes. This approach, known as using 'walled gardens', is becoming increasingly prevalent.
Ciaran O'Kane's MadTech Sketch delves into the impact of custom algorithms and AI on programmatic media buying, highlighting the disruptive potential of these technologies. DV360, Google's demand-side platform, has long employed custom algorithms but is now stressing the use of third-party signals to train algorithms for buying across Google's owned and operated properties.
WPP Media has launched Open Intelligence, a large language model (LLM) that constructs custom algorithms for clients using first- and third-party data sources. Despite recent reports, there is no information on a company releasing an AI platform called 'Open Intelligence' in the last month. Data remains the most crucial asset in ad tech, feeding the LLMs that generate these algorithms.
AI is swiftly adding value in media optimization through algorithms, as demonstrated by MiQ's upcoming unveiling of its AI platform at Cannes. Custom algorithms and AI are fundamentally altering programmatic buying and reshaping the supply chain.
In the dynamic world of ad tech, walled gardens are harnessing proprietary signals for enhanced ad campaign efficacy. Meanwhile, AI and custom algorithms, as seen in the initiatives of DV360, WPP Media, and MiQ, are revolutionising programmatic media buying and redefining the supply chain.
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