In a recent MadTech Sketch, Ciaran O'Kane explores how AI and custom algorithms are transforming programmatic media buying. With the recent launch of WPP Media's Open Intelligence, a large language model (LLM) that builds custom algorithms using various data sources, the landscape of media buying is changing rapidly. Beyond the buzz, these technologies are yielding practical applications, especially in media optimization. Even traditional platforms like DV360 are enhancing their operations with AI, marking a significant shift towards data-driven strategies and improving advertising efficacy.
WPP Media launched Open Intelligence, a custom algorithm-building LLM, demonstrating how AI is transforming programmatic media buying, with data as the key asset.
The algo optimization through AI offers immediate value within programmatic buying, underscoring the importance of proprietary data in defining ad campaign success.
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