Affiliate Idea Factory

Just six weeks after OpenAI’s ads manager was made widely available in the U.S., the AI company has now expanded the product to the U.K., in beta.

The move makes the U.K. the fifth market with access to the self-serve platform, joining the U.S., Canada, Australia and New Zealand. The mechanics are the same as they are in the U.S., with general availability for advertisers in approved categories whose ads pass policy review.  Despite the U.K. only being added to the pilot six weeks ago, alongside Brazil, Japan, South Korea and Mexico, advertisers can now register, add payment information, set budgets, bids and pacing, upload ads, launch and manage campaigns, and view performance in the portal. 

Enabling self-serve in the U.K. will rapidly expand OpenAI’s advertising demand, but ramping up supply to match growth will be more of a challenge given its more restrictive regulatory environment, according to Claire Holubowskyj, senior research analyst at Enders Analysis. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

Fanatics Sportsbook recently adopted a different approach to its performance marketing, especially on CTV, after experimenting with ad tech outfit Cognitiv, which led it to move toward a more system-led approach. 

For years, performance marketers have built campaigns around the premise of defining the ideal customer, identifying where that audience spends time, and then placing media buys accordingly.

However, after recent experiments, the sports betting operator found better results when it stopped defining its audience and adopted a more data-led approach, enabling it to increase projected customer lifetime value (LTV) by 19% from campaigns run with Cognitiv’s “full-funnel CTV solution.” 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More