Month: January 2024

As the US and other countries ponder how to prevent dangerous uses of AI, some researchers suggest building limitations into crucial chips like GPUs to cap the power of algorithms.

Publicis Groupe plans to invest another €300 million into AI efforts over the next three years while also putting a new AI platform front and center.

As part of a major AI overhaul, Publicis has debuted CoreAI, which will be a new “intelligent system” for the Parisian giant and provide new AI capabilities across the entire company. Of the planned €100 million spend for 2024, 50% will be directed toward people — including training and recruitment — while the other half will be invested in technology including licenses, software and cloud infrastructure. 

The AI updates, announced today, have already boded well. Publicis Groupe’s stock price closed today at a record high of €92 per share, up from €88.76 a day earlier. The company, which will report its annual results next month, also noted overall organic growth in 2023 was 6.3%, up from previous guidance range of 5.5% and 6% shared in October. (The Parisian giant’s stock price has increased 55% since the beginning of 2023.)

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There’s a new type of secret war for the soul of content platforms — a pseudo-political schism best seen between Twitch and Kick. Problematic creators are suddenly finding a place for their voices,
and the platforms are struggling to do anything about it (if they even want to). @Twitch @KickStreaming

After a rough start, the U.S. ad market ended 2023 up 2.8% in December, and 0.5% for the full year, according to the just-published U.S. Ad Market Tracker. Smaller categories continued to outpace the
biggest ones.

Sponsored by Clinch

As agencies prioritize personalized ad experiences, they are increasingly turning to dynamic creative to deliver tailored messages to audiences. Dynamic creative optimization (DCO) automates this process, allowing agencies to adapt ads in real time based on user behavior, preferences and other factors. 

In a recent Digiday and Clinch survey of more than 120 agencies, 99% of respondents said that DCO is a significant factor in their efforts, including 45% who agreed that DCO is “very significant.”

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Even clean rooms have to play in Google’s Privacy Sandbox. Optable, which operates a data management platform (DMP) and a clean room, announced its early access program for Chrome Privacy Sandbox activation on Thursday. Through the program, advertisers can target audiences for Privacy Sandbox auctions by matching their data graphs to those of publishers that […]

The post Optable Says Chrome Privacy Sandbox Is Finally Ready For Real Campaigns appeared first on AdExchanger.

Netflix is seeing a return to its roots in its ability to license shows from the legacy TV and movie-based media companies that gave it its initial footing over a decade ago.

Dentsu did something few
thought it would accomplish this year. The holding company merged Merkle’s media capabilities into iProspect, a performance creative agency.

2023 has been a transformative year for search
marketers, with generative artificial intelligence (GAI) becoming the technology to drive automation.

Companies took huge steps to supplement data being taken away by Apple, Google, Microsoft,
and others based on government regulations to protect consumers. Agencies have attempted to fill those voids with technology.

Despite the potential in combining two of the most successful
agencies within Dentsu, there has been some grumbling across the ad industry that the two are struggling to find their footing. It’s similar to running a three-legged race and crossing the finish line
without falling.

The new iProspect is supported by more than 600 U.S.-based paid and organic search-marketing professionals who manage about $2 billion in search media for more than 100
clients.

But the company’s size and number of employees are not solely driving the efforts. Technology such as artificial intelligence (AI) and partnerships with Google and Microsoft
contribute.

A partnership announced earlier this year with Microsoft saw the agency launch enterprise-wide access to advanced Azure OpenAI technologies. It brought the power of ChatGPT into
the iProspect platforms.

The agency, which recognizes security and legal risks, is thoroughly invested in integrating GAI. It goes to great lengths to protect clients and their customers, and
teaches the agency’s employees how, when and where to use the technology to improve experiences and advertising performance.  

iProspect has also expanded its partnership with
Google Cloud’s GAI tools in Vertex AI and Duet AI to focus development on AI-driven applications that will improve customer experiences, including Merkle’s GenCX solution.

Partnerships are important, but data powers the AI-based technologies, which is one reason that MediaPost chose iProspect as the Search Agency of the Year in 2023. That strength in data has led
iProspect to co-engineer products with Google and Microsoft.

Other agencies do this too, as thought leaders. This year, GroupM co-engineered products with Amazon. NP Digital grew its client
base by 72%, supported by more than 750 employees in 19 offices worldwide and more than 1,000 clients. Tinuiti worked with Amazon to test a QR code streamed on TV ads for Toms, a shoe line, that
consumers could download from the TV for discounts on products. 

Mathew Mierzejewski, head of activation, iProspect, calls the team “data nerds.” It’s that love and
understanding of what data can do, and what it cannot, that sets the team apart from others despite all the innovation across the industry in 2023.

The new agency created by the merger of
Merkle and iProspect surpassed MediaPost metrics based on the understanding of data, innovation in AI, growth, partnerships built with platforms, and willingness to find new ways to replace
information for clients removed by the platforms such as Google and Microsoft.

In September, iProspect launched d.SCRIPTOR, a proprietary tool allowing paid-search experts to leverage AI to
assist with ad-copy development.

The new tool, which is only available to iProspect clients, can be used across any search platform to unlock creative messaging opportunities that drive
improved engagement rates, increase the velocity and scale of experimentation, and reduce the time required to perform optimization tasks by up to 80%.

d.SCRIPTOR allows iProspect to use AI to
speed processes and scale output while maintaining reliance on humans to balances the checkmarks.

It is another example of purpose-built performance that fills a void in the marketplace while
adding to iProspect’s own future-focused suite of AI products to better leverage evolving AI ad solutions introduced by platforms.

 

What’s the bottom line in deciding whether to jump to a less expensive ad-supported streaming service from a no-advertising, fully subscription-based platform? About $4 to $5 a month.

By partnering with the WWE, Netflix is making a sure bet on a form of televised entertainment that dates back to 1942.