Category: In the News

Lance Wolder, head of strategy and marketing, PadSquad

For over a decade, “the right person, the right message, the right time” has been a guiding principle in digital advertising. It has been cited in decks, planning documents and strategy sessions across the industry. Even so, it rarely happens in reality. In practice, the industry focus has gone toward refining targeting and timing. The creative experience itself has received less attention.

Advertisers learned how to identify high-value audiences. They learned how to reach these audiences at key moments. However, the quality and relevance of what was delivered during those moments often lagged behind. The ad experience was static, predefined before launch and rarely revisited during a campaign.

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For marketers with a keen eye on brand safety and suitability, inclusion lists are something of a gold standard. And like gold, they’re expensive.

Increasingly, media agencies are using generative AI to reduce the lift associated with inclusion lists. “In the past, you [could have] taken hours doing this,” said Tim Lathrop, vp of platform digital at Mediassociates. Now, he added, “you can essentially build a list within minutes.”

When an advertiser uses an inclusion list, it restricts programmatic spend to a list of publishers and sites. It’s the inverse of an exclusion list, which simply removes publishers a marketer doesn’t want to spend with.

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