One of the most powerful tech events of the year is finally behind us. With more than 4,000 exhibitors from various tech industry verticals, the CES 2024 conference, like every year, has given us a glimpse at new tech advancements on the horizon. But among the product showcases, trends, and topics discussed, which were the most relevant to the digital advertising world? It’s time to find out.
AI in the Cookie-Less Digital Era
With the recent changes in privacy policies and the long-awaited start of the third-party cookies phase-out, industry experts focused on the importance of AI and its incorporation into advertising in the months to come. From content generation to personalized delivery and seamless integration of advertisements, the general idea is that AI will transform programmatic advertising as we know it.
Notably, many brands have already started using AI in their operations. For instance, the mobile app Instacart gives users contextual product suggestions based on language models.
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Follow UsNBCUniversal’s One Platform Total Audience
One of the highlights of AI advertising was definitely NBCUniversal’s new project, One Platform Total Audience. This new comprehensive cross-platform targeting solution relies on AI-driven planning and activation tech. They say marketers will be able to achieve effective and unduplicated reach through a unified purchase across linear and streaming.
As Mark Marshall, chairman of NBCUniversal’s advertising and partnerships group stated for AdWeek, “We’re laser-focused on the idea of making every marketer’s dollar work harder than their last dollar, and AI is going to help us do that.”
This new technology uses first-party and advertiser data sets, focusing on factors like genre, tone, and emotion. With its scalability, reach, and brand safety it is guaranteed to be a game changer in the industry. For now, still in testing, it’s mostly available to selected partners, but the company will expand access in Q2 2024.
Stagwell’s SmartAssets AI Tool
Stagwell (STGW), a transforming marketing agency, has also launched a new AI tool, SmartAssets, that caught everyone’s attention at CES 2024. This new AI tool extracts creative elements from ads, analyzes performance data, and optimizes future ads instantly for effective advertising.
The company also announced a partnership with connected TV firm MNTN. This partnership also allows MNTN’s clients to access Stagwell’s Marketing Cloud, which contains various AI and tech products. STGW’s ultimate goal is to enhance performance tools and measurement capabilities for CTV advertising.
Disney Boosts Its Advertising Solutions
Disney has announced that global advertisers will now be able to purchase inventory across Disney, Hulu, and ESPN+ in a single campaign. The ad inventory will be available through its self-serve platform Disney Campaign Manager later this year.
In addition, the company will also be launching its first contextual advertising format – Disney’s Magic Words. This new technology uses advanced data to analyze scenes and visuals across its library, capture the mood or emotion, and help advertisers personalize their ads for end users with appropriate correlated messaging. The beta version will soon be accessible to partners and, by the end of the year, to wider audiences.
Gateway Shop
The beta program for Disney’s first native streaming shoppable ad format, Gateway Shop was also showcased. This new ad format will allow users to access personalized purchase offers without leaving the viewing experience. In brief, they will be able to send on-screen offers to a second screen/device without interrupting their stream. With this program, Disney’s main goal is to enhance interactive ad formats and commerce experiences by providing viewers with more choices and control.
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