How CTV Marketers Are Using Gen AI to Improve Contextual Advertising

The tech is unlocking new capabilities to target down to tone or emotion

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Generative artificial intelligence has already unlocked a host of new capabilities for marketers, particularly regarding ad creative. Still, the technology could soon transform the world of contextual advertising as well.

Using gen AI, marketers can now scan the content of a series and gather more granular metadata, such as program details and closed captioning, to gain a clearer picture of the emotional tenor of a scene. 

At the Possible conference in Miami, executives from CTV, marketing and measurement firms shared the results of their early efforts with the technology.

According to Peter Crofut, the vice president of business development at Wurl, marketers can use this metadata to serve an ad whose tone reflects the mood of the content the viewer has just watched, heightening its contextual relevance and improving the performance of the creative.




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