Category: In the News

Jorge Poyatos, co-founder and co-CEO, Seedtag

Contextual ad targeting capabilities are expanding rapidly, and AI is playing a prominent role in that evolution. In the same way that the human brain uses neural networks to recognize patterns and assign meaning to them, the latest contextual ad technology employs these same principles to go beyond mere content categorization into understanding the human interest, intent and emotion behind consumers’ habits. 

With the aid of AI agents, this sophisticated understanding of human behavior and intent can be activated across media channels, forming an intelligent modern media solution — neuro-contextual ad targeting.

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If you thought the hype around AI was receding, think again. Generative AI applications have become the key battleground between marketing services companies of all stripes, from creative to strategic consulting, to media planning and buying. 

The American public believes generative AI will have a negative impact on U.S. society, according to recent polling by Pew and Forrester. But advertising clients clearly think the tech is a solution to their woes. Two-fifths of CMOs are already using AI for creative automation, and 37% report using agents to manage their media spending, according to Gartner’s latest CMO survey.

Which brings us to WPP Media, and the industry behemoth’s latest attempt to recover its once-leading market position. After last week’s rechristening, the media network (formerly known as GroupM) has launched “Open Intelligence”, an AI identity solution that WPP Media’s execs say can deliver more precise, privacy-conscious targeting for clients.

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