Meta Outlines Its Evolving AI Ad Targeting Process, Which Is Improving Ad Performance
- Amid changes to online data collection that limit insights for ad targeting, Meta has developed new machine learning-based ad targeting models. The latest system, called 'Meta Lattice,' employs multiple data points and predictive technology to deliver more relevant ads to users without relying heavily on personal usage data.
This week, Meta provided an overview of its latest systematic update regarding ad targeting. The company introduced 'Meta Lattice,' a new ad delivery process that utilizes AI and predictive technology to enhance ad performance. Unlike previous approaches that measured individual elements in isolation, Meta's advanced predictive models now consider a broader range of data points to better understand individual behaviors.
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This Year’s TV Upfronts: Upgrades To Targeting And Programmatic
- Programmers that held upfronts came bearing gifts for advertisers, most of which were packaged as improvements to ad targeting and/or buying.
Netflix, Disney and Warner Bros. Discovery (WBD) all touted better ad targeting capabilities for streaming in response to a heightened focus on programmatic buying. And YouTube said it will launch unskippable 30-second spots on YouTube TV to convince buyers its impressions are premium. Meanwhile, the Writers Guild of America (WGA) protests continue, which caused Netflix to hold its event virtually instead.
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How critical data pillars will increase brands’ confidence in CTV
- With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022.
Advertisers want to follow the eyeballs, and CTV ad spending is expected to grow by 14.4% this year. While brands are more likely to invest in CTV than linear, advertisers want to know that there is a transparent and assured way of demonstrating a return on investment on the channel. And while CTV might be the hot new thing, clarity around metrics, insights, and brand-safe, quality content is critical. For CTV to truly gain buyer confidence and mature, there are several goals that marketing teams are working to achieve.
- Read the full article from Digiday