TV networks embrace AI at the upfront to improve audience targeting and commerce
By Marty Swant
Digital advertising took years to transform TV’s business model, but AI is making its way into ad-buying tools much faster than past tech trends.
At the annual upfronts in New York this week, major TV networks and streaming platforms touted new ways of using generative AI and machine learning to find and reach new audiences with targeted ads. From legacy networks like NBCUniversal and Disney to digital natives like YouTube and Amazon, the topic was a part of pitches to marketers across the week-long event.
Sandwiched between performances by Little Big Town and Kelly Clarkson, generative AI shared the spotlight at Radio City Music Hall as NBCU execs showcased its upcoming slate of shows and various advertising updates. In recent months, NBCU has been beta-testing a platform with AI-generated audiences derived from identity-base signals, content and other context. While the topic was only briefly mentioned on a screen flashing a chart with various segments, NBCU chief data officer John Lee later spoke with Digiday about the process of coming up with more than 300 unique audience segments identified by AI.
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Source:: Digiday
