NBCU Streamlines Cross-Platform Advertising with One Platform Total Audience
Advertisers are looking for solutions that are both clever and effective in the age of cookie deprecation, fragmented media viewing, and an increase in ad-supported streaming options. With the full-scale launch of One Platform Total Audience, NBCUniversal revealed how it is redefining cross-platform, audience-based advertising for the media industry ahead of the Consumer Electronics Show (CES). It is the most recent iteration of its One Platform offering, reaching audience segments wherever they are with the use of sophisticated technology and sizable data sets. NBCU claims that its AI-powered planning and activation technology represents the most recent advancement in data and evolution, offering brands unduplicated reach via a single media buy across streaming and linear.
Streamlining Cross-platform advertising
The goal of NBCUniversal’s One Platform is to serve as a one-stop store for customized advertising. One Platform Total Audience is a brand-new AI-powered cross-platform media planning and activation tool that was introduced on January 8. The business promotes it as the next development in audience-based, cross-platform advertising. The solution develops a unified media plan for linear and streaming platforms using machine learning and predictive analytics to efficiently reach a brand’s target audience.
Using the company’s recent investments in automation and data, the offering allows marketers to leverage NBCU’s AI-driven planning and activation technology to deliver deduplicated reach through a single buy across linear and streaming. The technology allows for broad and transparent consumer targeting at the program level by leveraging advertisers’ and NBCU’s first-party data sets.

Image credit- AdWeek
What does it do?
With marketers in mind, One Platform Total Audience was created to open up new avenues for finding scale, generating incremental reach, and prioritizing brand safety. The technology, in particular, targets a brand’s particular audience segment and increases brand effectiveness by creating a single media plan across linear and streaming that combines machine learning and predictive analytics.
The whole collection of content from NBCUniversal is available on One Platform Total Audience. To more effectively reach the customers that matter most to brands at an unmatched scale and with program-level transparency into delivery, the technology makes use of the company’s extensive first-party data as well as the data sets of advertisers. The main idea behind One Platform Total Audience is to utilize CES as a venue for announcing One Platform updates, such as last year’s breakthroughs in identity and data technologies. Over the years, the company has made large investments in this technology to change the way that deal-making works in the advertising industry. Thanks to technology, marketing strategies can now be more responsive and flexible, allowing them to change with changing consumer preferences.
Read More: AdTechStats 2023 By ADScholars: Understanding the Ad Trends To Strategize Advertising in 2024.
New investments in advanced advertising tech
NBCUniversal has made significant investments in cutting-edge advertising technologies. The company claims that with the full-scale launch of One Platform Total Audience in 2024, it is “arriving at the pinnacle of its commitments by bringing together its capabilities across all screens.”
The most recent developments that enable this are:
Fresh automation
One Platform Total Audience will identify an optimal media mix to engage marketers’ specific audience segments by using machine learning to automate budget allocation across linear and streaming media. With One Platform Total Audience, NBCUniversal will also offer programmatic guarantees for media buys, resulting in more automated and turnkey streaming activation. Additionally, the business plans to implement new buy-side automated order and workflow management to simplify transacting with strategic audiences.
Better data interoperability
Advertisers and agencies now have more flexible and effective ways than ever to onboard their data thanks to interoperability integrations throughout the media ecosystem. All of these are designed with privacy as their top priority. With the expansion of NBCUniversal’s streaming portfolio, marketers can now reach their target audiences with greater scale and better match rates.
Leveraging interoperability throughout NBCU’s portfolio, the technology makes use of both advertisers and the company’s first-party data sets to more effectively and transparently reach target consumers. The machine learning feature of the offering optimizes the targeted media mix by automating budget allocation across streaming and linear advertising.
Read More: GroupM Announces Ad Innovation Accelerator for the Future of Advertising
Widespread advertising industry acceptance
To enhance agency planning systems, NBCU collaborated with its branding and agency partners to develop One Platform Total Audience. The One Platform Total Audience for Q1 2024 is fully booked in all major categories, including tech, automotive, and retail. In response to this widespread industry adoption among agencies and brands, the company announced that in Q2 2024, it will expand to One Platform Total Audience.
In an early One Platform Total Audience test, NBCU observed improved brand reach and efficiency along with a reduction in impression waste. Furthermore, compared to specific age and gender demographics for the same brands, advertisers experienced a 25% higher brand engagement rate. Nearly 60% of NBCUniversal’s advertising clients have made purchases in the last year, so building a system that can accommodate this increasing
Why is it important?
The goal of One Platform is to reconcile traditional advertising methods with consumers’ preferences for viewing content across all screens. As per NBCU, the One Platform technology stack offers marketers the data-driven products, services, and capabilities they require to accomplish their business objectives and enhance the viewer experience. The most recent offering from NBCU represents the industry’s change in attitude toward media.
Here’s what they said
Mark Marshall, chairman, of NBCUniversal Global Advertising & Partnerships said,
From day one, NBCUniversal has evolved its business to connect with consumers where they are, while giving advertisers a seat at the table. 2024 will be a watershed year for change. Seismic shifts in measurement will throw everyone’s media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers. With One Platform Total Audience, we are empowering our clients to supercharge their media schedules in a whole new way and maximize the effectiveness of their ad dollars to achieve their business goals.
Read More: Walmart and NBCUniversal Join Forces for Shoppable Ad on Bravo’s Show
Amazon Ads Develops Special Solutions Suite for Advertisers in 2024
Amazon Ads has developed a special solution for advertisers after identifying several major trends that will influence digital advertising in 2024. The broader usage of generative AI, the growing uptake of streaming TV commercials by companies of all sizes, the use of clean rooms for campaign optimization, and the accelerating pace of investments in cutting-edge machine learning models are some of these trends.
Amazon Ads’ Solution Suite for Advertisers
Image generation tool
For the past year, the advertising business has been using generative AI as a semantic, with leaders praising its potential to completely transform creative development. Generative AI is expected to become a crucial tool for advertisers in 2024, enabling the effective creation of visuals for a brand at scale, according to Amazon Ads. Based on a poll done by Amazon Ads in March 2023, about 75% of advertisers said that developing ad creative and selecting creative formats were the biggest obstacles to creating effective campaigns.
Amazon Ads has introduced an image-generating tool for US advertisers taking part in Sponsored Brands campaigns to tackle this. With the help of this generative AI technology, brands will be able to develop lifestyle content. It can greatly enhance ad performance by removing creative limitations.
Sponsored TV for US advertisers
Large brands have always dominated the streaming TV ad market. But according to Amazon Ads, businesses of all kinds will start using the technology in the masses by 2024. Amazon Ads hopes to democratize access to streaming TV advertising with the introduction of Sponsored TV for US advertisers. With no upfront costs or minimum expenditure restrictions, the solution gives the same flexibility as Amazon’s sponsored ads and includes retail-aware, shoppable ad layouts.
Read More: GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
miniTV in India
Additionally, miniTV, an ad-supported free video streaming service, has been launched by Amazon in India. It offers advertisers the chance to engage in brand integrations. The Amazon.in, shopping app, site, Fire TV, and standalone miniTV app are all integrated with miniTV. Young adults, and health- and fashion-conscious consumers who enjoy traveling and trying out new things are among miniTV’s target demographics. Through miniTV advertisements, brands may offer viewers one-click access to their Amazon buying pages, enhancing brand recognition, purchase intent, and brand association without requiring them to exit the app.
Prime Video Ads
Amazon revealed that there will be limited advertisements for Prime Video movies and series worldwide beginning in early 2024. The goal of the move is to maintain and improve the platform’s content offerings while enabling the corporation to make long-term investments in more interesting films and TV series. Channels from Fire TV will be included as well. Fire TV has won over fans in India, where it is now their go-to source of entertainment.
In addition, the company emphasizes that there will be fewer adverts on Prime Video than on linear TV and other streaming platforms. With more than 150 million Fire TV devices sold worldwide, it provides a chance for advertisers to connect with viewers. They can also search and find new content. For an extra $2.99 (about INR 250) each month, users can enjoy Prime Video without any ads. On laptops, tablets, smartphones, and smart TVs, Prime Video provides movies and TV series in up to 4K quality.
Amazon Marketing Cloud (AMC)
Clean rooms are becoming a more popular tool among advertisers for campaign design, optimization, and impact measurement. Clean rooms allow marketers to analyze data from various sources and produce personalized marketing insights. The Amazon Marketing Cloud (AMC), a secure and encrypted clean room solution provided by Amazon Ads, enables advertisers to compile signals and obtain a thorough grasp of consumer behavior across several channels. In addition to reporting on cross-channel media performance, it can be used to supplement Amazon DSP’s reporting features.
Read More: Google Plans to Introduce Programmatic Support for Limited Ads
Amazon Publisher Cloud
Furthermore, Amazon Ads unveiled Amazon Publisher Cloud, the first and only clean room solution. It lets publishers use Amazon Ads insights to examine their first-party signals and optimize programmatic agreements for maximum reach.
Advanced Machine Learning Models
Advertisers need to emphasize relevance, protect the integrity of their insights, and uphold customer trust to reach incremental performance targets. Key tactics will include implementing model-based solutions, developing an engaged audience awareness, and generating outcomes. To remain relevant, advertisers are adjusting to a world without cookies, anticipating further investment in this area.
Amazon Ads expects a spike in investment in advanced machine-learning models. This is due to the constantly shifting consumer landscape and growing concerns around ad relevancy. Amazon DSP advertisers now have access to improved campaign control systems and new, more advanced machine learning models. To assist advertisers in forecasting and reaching highly relevant audiences at the lowest possible cost, these models analyze a variety of signals.
Based on an internal review conducted across US campaigns, Amazon Ads found that modeled audiences offer improved delivery and engagement rates, with a 25% increase and a 12% decrease in cost per click per impression. The average return on ad spend for US Amazon DSP ads has increased by more than one-third. It was largely due to the variety of buy, browse, and streaming signals.
Read More: Amazon Ads and IPG Mediabrands Ink 3-year Deal for Upcoming Prime Video Ads
Reliance Jio and IIT-Bombay Working Together To Launch Bharat GPT
Reliance Jio Infocomm, the largest telecom service provider in India, is working with the Indian Institute of Technology – Bombay (IIT-B). Together, they are developing an artificial intelligence (AI) project called “Bharat GPT,” a large language model tailored to India’s needs. Akash Ambani, the chairman of Reliance Jio Infocomm also indicated the plans to launch an operating system (OS) for televisions.
Introducing AI within Jio sectors
Jio is looking to introduce AI at its enterprise and across sectors within the group. The firm will launch products and services in the media space, commerce, communications, and devices. It is expected that Bharat GPT will be developed as an AI for Jio telecom products, activated by voice command and gestures to minimize human research hours and simplify the experience of using Jio across all platforms. Ambani emphasized the impact of artificial intelligence stating that the next decade will be defined by applications utilizing large language models and generative AI. He highlighted the ongoing efforts to integrate AI not only as a vertical within the organization but also horizontally across all sectors.
Underscoring the importance of a comprehensive development ecosystem for Jio 2.0
Ambani emphasized the importance of building a robust development ecosystem and outlined the company’s commitment to realizing the vision of Jio 2.0. He shared his views about how AI is going to consume everything and that AI stands for artificial intelligence and also stands for all included. The Bharat GPT program, a collaboration with IIT Bombay since 2014, aims to harness generative AI, drawing inspiration from larger language models like ChatGPT. This initiative aligns with Jio’s broader strategy to explore the transformative potential of AI across various industries.
Read More: Epic Games Prevails in the Antitrust Trial Against Google
Plans for Television OS
In addition to the Bharat GPT program, Ambani unveiled Jio’s ambitious venture into television technology. He disclosed that the company has been diligently working on developing its own operating system (OS) for televisions. The company is looking to extend its product offerings beyond telecommunications. Ambani highlighted the comprehensive approach to launching this TV OS.
Future of AI in India
Anticipating the transformative impact of artificial intelligence, Ambani shared the company’s dedication to integrating AI vertically within the organization. Furthermore, he also expressed integrating AI horizontally across all sectors. As part of this commitment, Jio is poised to introduce innovative products and services. It will solidify its position as a technology leader in India. The timeline for the release of Bharat GPT has not been announced yet, but it is expected that the release date will be announced by Jio in the first few months of 2024. Ambani also dropped a hint about the launch of Jio 2.0 without elaborating any further.
Upcoming Plans for AI and 5G
Ambani expressed excitement about the imminent launch of 5G private networks. Jio plans to offer a 5G stack to enterprises of all sizes. Describing India as the “biggest innovation center’ for the next decade, Ambani conveyed confidence in the country reaching a USD 6 trillion economy by the end of the decade. Furthermore, he also encouraged young entrepreneurs not to fear failure. He is positioning Jio as the world’s largest startup. Moreover, he has urged them to contribute to societal well-being while remaining deeply passionate about their work.
Read More: Unlocking the Power of AI in Digital Marketing: A Comprehensive Guide
Nazara Technologies Partners with 4 Gaming Studios to Publish 5 Games
Nazara Technologies, a leading player in online gaming, has announced that it has partnered with four renowned Indian game studios to release five games in India, categorized as casual and mid-core. The initiative aligns with the gaming industry’s promotion of the Made in India vision. The news comes nearly two months after Nazara unveiled its new publishing division.
4 shortlisted studios
Nazara Technologies has chosen five creative games for publication as part of the partnership, offering Indian game developers strong support and distinctive experiences.
- Gravity Shooter, a 2D action game from Smash Head Studios
- World Cricket League, a 3D multiplayer cricket game from Wandermind Labs
- Hacked: Password Puzzle, a puzzle from Pixcell Play
- Laser Tanks, a role-playing game, and Paperly, physics-driven gameplay from ATG Studios.
The new Nazara SDK’s cutting-edge artificial intelligence (AI) tools, which are integrated throughout Nazara Tech’s publishing division, will foster the expansion and advancement of game developers. This calculated action is in line with the company’s objective of developing homegrown talent and assisting in the expansion of the gaming sector in the nation.
Nazara Tech’s expansion in the international gaming sector
Nazara Technologies launched Nazara Publishing, its publishing division, in October intending to leverage India’s growing potential as a global center for gaming. The gaming major intends to collaborate with international developers to localize and distribute games created in India, as well as publish games created by Indian developers worldwide through this division. Game developers in India and around the world have responded very well to Nazara Publishing since its founding. The Indian gaming major provides both monetary investment and all-encompassing assistance, which includes user acquisition, mentoring, and live operation knowledge.
Read More: PhonePe’s Indus Appstore Partners with Leading Game Developers
Financial commitments toward the Indian gaming market
The company stated that during the next 12 to 18 months, it intends to release up to 20 games for mobile, Web3, virtual reality (VR), and PC, with an investment ranging from INR 1 crore to INR 3 crore per game. Additionally, Nazara Technologies will help developers with game design, localization, data analytics, beta testing, quality assurance, and strong distribution through strategic platform partnerships and user acquisition expenditures. Industry leaders and experts, such as Akshat Rathee, co-founder of Nodwin Gaming, Sudhir Kamath, founder of Nazara Technologies, and founder of Nazara Technologies, Nitish Mittersain, will be available as mentors to developers.
Additionally, the business has established a specific website for game developers who are interested in working with Nazara to publish their works on PC, VR, Web3, and mobile devices. Through platform partnerships, it will help developers with game design, localization, data analytics capabilities, quality assurance, beta testing, advanced monetization, and prudent user acquisition spending in addition to strong distribution.
Nazara Publishing Unit
Speaking about the new alliance, Nitish Mittersain, Jt. Managing Director and CEO of Nazara Technologies expressed his excitement about the partnership and emphasized the company’s dedication to providing Indian game developers with strong support and distinctive gaming experiences. Additionally, he said that the Nazara Publishing unit will support the advancement of game developers with the new Nazara SDK’s cutting-edge AI-led tools. The company operates a gaming and sports media platform and is present in India as well as other emerging global markets like North America and Africa.
Acquisitions and Partnerships
Nazara Technologies has strengthened its product line in recent years by strategically acquiring businesses such as SportsKeeda, Nodwin, and others. Additionally, the business raised its majority ownership of mobile game developer Nextwave earlier this year. The success of Nazara Technologies can be attributed to its flexibility, strategic vision, and in-depth knowledge of the Indian gaming market.
Read More: Lego and Fortnite Announce Ground-Breaking Gaming Partnership
Unlocking the Power of AI in Digital Marketing: A Comprehensive Guide
Understanding the Basics of AI in Digital Marketing
To kick things off, let’s demystify what AI truly means in the context of digital marketing. Artificial Intelligence refers to the development of computer systems that can perform tasks that typically require human intelligence. In the marketing sphere, AI is leveraged to analyze data, automate processes, and enhance decision-making.AI-Powered Analytics for Informed Decision-Making
One of the key areas where AI excels is in data analysis. Traditional analytics tools pale in comparison to the capabilities of AI algorithms when it comes to processing vast amounts of data swiftly and extracting meaningful insights. By employing AI-powered analytics, marketers can gain a deeper understanding of consumer behavior, preferences, and trends, enabling more informed decision-making.Personalization Redefined with AI
Personalization has become a buzzword in digital marketing, and AI takes it to the next level. By analyzing user behavior and preferences in real-time, AI can deliver hyper-personalized content and recommendations. This not only enhances the user experience but also increases the likelihood of conversion by presenting users with content that resonates with their individual needs and interests.Chatbots and Customer Engagement
AI-driven chatbots have become invaluable assets in enhancing customer engagement. These virtual assistants can handle customer queries, provide information, and even facilitate transactions – all in real time. The result is improved customer satisfaction and a more efficient use of resources, freeing up human agents to focus on more complex tasks.Revolutionizing SEO Practices
Search Engine Optimization (SEO) is a cornerstone of digital marketing, and AI has brought about a paradigm shift in SEO practices. AI algorithms, such as Google’s RankBrain, are now integral to determining search engine rankings. Marketers need to adapt their strategies to align with these algorithms, focusing on creating high-quality, relevant content that genuinely adds value to users.Automating Marketing Campaigns for Efficiency
Automation is another game-changer in the realm of digital marketing. AI-powered tools can automate various marketing tasks, from email campaigns to social media posting schedules. This not only saves time but also allows marketers to focus on strategy and creativity, leaving the repetitive tasks to the machines.Understanding the Role of AI in Programmatic Advertising
Programmatic advertising, fueled by AI, has transformed the way ads are bought and displayed online. AI algorithms analyze user data to make split-second decisions on ad placements, ensuring that the right ad is shown to the right audience at the right time. This level of precision enhances the effectiveness of advertising campaigns and maximizes return on investment.Overcoming Challenges and Ethical Considerations
While the benefits of AI in digital marketing are substantial, it’s crucial to acknowledge and address the challenges and ethical considerations that come with its implementation. Issues such as data privacy, algorithmic bias, and the potential displacement of jobs should be carefully navigated to ensure responsible and sustainable use of AI technologies.Preparing Your Business for the AI Revolution
As AI continues to evolve, businesses must proactively embrace these technological advancements to stay competitive. This involves investing in AI talent, staying informed about the latest developments, and continually reassessing and adapting digital marketing strategies to align with the capabilities of AI.Conclusion: The Future is AI-Driven
In conclusion, unlocking the power of AI in digital marketing is not just a trend; it’s a necessity for businesses aiming to thrive in the digital age. From personalized user experiences to data-driven decision-making, AI has the potential to revolutionize every aspect of the digital marketing landscape. Embracing this technology and understanding how to leverage it effectively will undoubtedly set businesses on the path to success in the ever-evolving world of digital marketing.Read More: The Role of AI in Personalized Advertising

Ali Masthan
Google Search | Display Ads | DV 360 | GAM 360 | Paid Social | Media Planning and Strategy
With over 12 years of experience in media planning, strategy, and content marketing, Ali Masthan is a digital marketing veteran passionate about helping businesses build ethical and sustainable customer relationships. He believes that transparency, respect, and quality content are key to earning trust and achieving long-term success. Follow Ali for insightful tips and strategies to navigate the ever-evolving digital landscape.
Jio Haptik Introduces Contakt, A Gen-AI Customer Experience Platform
Reliance Jio Infocomm’s artificial intelligence startup Haptik has introduced a generative AI platform specifically designed to help clients develop virtual assistants and back-end information support. Large language models (LLMs) drive the “Contakt” platform. It is a generative AI-powered customer experience suite that has already seen several pilot deployments and will continue to expand in the future. With Contakt, enterprises can now deliver streamlined and efficient support experiences at scale. It enables teams to understand and respond to customer queries in a nuanced and context-aware manner, fostering conversations that are both efficient and tailored to individual needs.
Jio Haptik’s Contakt- a generative AI-powered suite
The platform’s goal is to improve the user experience for every customer throughout their entire lifecycle, making it possible for anyone to use a solution similar to ChatGPT. Contakt is an AI platform that generates material and helps clients create virtual assistants and back-end support. Through chat interfaces, clients will be able to accept text, audio, and image queries, making use of the default capabilities of OpenAI’s Generative Pre-Trained Transformer (GPT)-3.5 and GPT-4 models. Clients will be able to access various LLMs (Large Language Models) nonetheless.
Read More: Amazon Enters Generative AI Scene With Its Chatbot “Q”
Generative AI components
The three main components of generative AI are intelligent analytics, agent co-pilot, and generative AI assistant.
Generative AI Assistant
The basis for creating an AI assistant utilizing unstructured data is provided by the generative AI assistant feature. The unstructured data includes PDFs, CSVs, blogs, webpages, and other sources. When combined with web APIs and CRM, the AI Assistant can produce dynamic responses and handle a broad variety of customer inquiries. During the pre-sales phase of the customer journey, it can provide conversational buying advice, assisting customers in making well-informed purchase decisions.
Agent Co-pilot
As support agents interact with customers, they use generative AI to give them summaries, suggested answers, and recommendations in real time. In addition to increasing agent productivity, this also significantly speeds up response times, which benefits customers.
Intelligent Analytics
An analytics engine that offers insightful data on the performance of bots and agents. It is in addition to AI-driven suggestions to boost customer service effectiveness. It enables the creation of personalized reports and dashboards and provides a unified view of all relevant metrics.
Performance tracking
According to the company, the analytics engine in the Contakt suite makes it easier to track the performance of bots and agents. It optimizes for better customer outcomes with the help of AI-powered recommendations. Aakrit Vaish, the chief executive of Haptik, stated that the introduction of a separate vertical for this generative AI platform was prompted by the market demand for better chatbot offerings. The initiative was taken even though Haptik was already experimenting with generative AI and the demand for “smarter” conversation platforms.
Read More: Omnicom Signs Generative AI Licensing Agreement with Getty Images
Contakt’s features are truly meant for Enterprise Scale.
Contakt is supported by a state-of-the-art natural language processing (NLP) engine, a robust integration ecosystem, and special scaling and security capabilities.
Scalability
Contakt’s user-friendly interface makes it easy to manage large customer volumes. For improved customer experiences, omnichannel support can be optimized across 10+ channels, communication in more than 100+ languages, and seamless integration with 100+ platforms. These include social media, agent systems, payment gateways, and software that is compatible with APIs.
Security
Contakt guarantees the utmost in data protection and conforms to international security guidelines. These include ISO, HIPAA, GDPR, CCPA, and SOC 2 standards. Sensitive customer data is protected and kept private thanks to this dedication to security.
NLP Engine
Contakt’s Gen AI-powered NLP engine, integrated with OpenAI, is capable of comprehending and interpreting the nuances of human language. In addition, it recognizes intent, manages ambiguity, has tailored conversations, and preserves context to promote more organic, human-like interactions.
Haptik’s statement comes after Yellow.ai, a chatbot platform’s announcement on November 20, 2023. It stated that it was launching a chatbot platform powered by generative AI in association with Amazon Web Services.
Read More: JioAds Launches Picasso.AI, Its Proprietary Advertiser-Focused AI Tool
Yahoo DSP Leverages Both AI and First Party Data For Campaign Advancement
The central AI suite that powers performance-based solutions within the Yahoo DSP, Yahoo Blueprint, was introduced by Yahoo Advertising. Yahoo Blueprint is powered by more than 335 million globally logged-in Yahoo users. It improves decision-making, simplifies AI, and acts as a result-driven guide for advertisers at every stage of the campaign lifecycle. Together with Fortune 500 brand partners and agencies, this new AI suite has launched. With the use of valuable first-party data and state-of-the-art AI technology, Blueprint provides real-time optimization recommendations that enable advertisers to meet their campaign goals and determine the lifetime value and conversion potential of each user.
AI for Yahoo DSP
Yahoo’s demand-side platform (DSP) will benefit from artificial intelligence in order to enhance data visualization, forecasting, optimization, and predictive audiences. Using first-party data, the Blueprint tool can find customers who match the expected value of the brand’s current customer base. Using Yahoo’s algorithmic forecasting tool Omniscope, it allows advertisers to predict the incremental reach of connected television (CTV) advertisers against linear audiences.
Yahoo’s new strategy reflects how the programmatic market is changing. Yahoo left SSP Business because a large number of publishers can now effectively monetize their inventory through programmatic changes to header-bidding wrappers. They therefore depend less on publisher tech platforms. In a similar vein, the introduction of the Blueprint is a reaction to growing buy-side sophistication.
Omniscope – Blueprint’s forecasting tool
One of Yahoo Blueprint’s primary algorithmic forecasting tools, Omniscope, lets advertisers plan and evaluate expected performance and reach across a range of channels, exchanges, formats, and targeting parameters. It assesses how adjustments to targeting parameters can affect scale, projected spending, and winnable impressions, and it facilitates mid-campaign planning and optimization.
Yahoo DSP uses location and purchase data
Yahoo’s solution leverages location and purchase data from users logged in with Yahoo email addresses, as well as first-party behavioral data sourced from their owned-and-operated websites. Yahoo DSP clients can expect better performance with Yahoo Blueprint, leveraging years of AI experience to bid on the right impressions, optimizations through AI co-pilot that suggest campaign enhancements and auto-optimize, and an improved and straightforward user interface (UI) that helps advertisers and increases efficiency. Yahoo’s DSP has long possessed AI capabilities, but Blueprint is able to present algorithmic recommendations for several campaigns on a single dashboard.
Read More: Yahoo Advertising Launches New Suite of Premium Ad Formats Edge-2-Edge
Yahoo Blueprint benefits Yahoo DSP clients
- Better outcomes: Sturdy performance that makes use of years’ worth of AI experience to bid on the appropriate impressions at the appropriate time and cost.
- Self-assurance in optimization: AI copilot that suggests ways to improve campaigns and automatically optimizes to fulfill advertisers’ objectives.
- Efficiency and Simplicity: A more efficient and straightforward user interface that directs advertisers.
Blueprint workflow
In order to improve performance, Blueprint first considers the advertiser’s Key Performance Indicators (KPI) before making suggestions for target audiences or Private Marketplaces (PMPs). These suggestions are accompanied by forecasts of the effects that various audience targeting techniques will have on the designated KPIs. Customers are free to choose whether or not to use these recommended campaign tactics.
First-party data advantage
All Yahoo DSP clients have easy access to the blueprint via the current dashboard. New data visualizations, audience insights, campaign forecasting tool integration, predictive audience modeling, and customer lifetime value features are all introduced during the first phase of implementation. Yahoo intends to release additional information in the upcoming summer. Additionally, when it fits the needs of a particular campaign, Yahoo’s Backstage direct publisher connection is incorporated as a supply source for Blueprint optimization. Yahoo emphasizes how important its first-party data pools are. It is easier to comply with privacy regulations when first-party data that has been collected with user consent is used.
Transparency and accountability
Even though AI-driven optimization tools are very beneficial, there are still transparency issues. This is especially when it comes to competing products like Advantage+ from Meta and Performance Max from Google. Yahoo is dedicated to encouraging candid dialogue with advertisers about the information that goes into its algorithmic recommendations. Notably, when it comes to executing campaign modifications, advertisers have the last word.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Equativ and Greenbids Partner to Power Sustainable Programmatic Operations
Equativ, the world’s top independent ad network, has announced a ground-breaking new partnership with Greenbids, an advanced optimization engine that uses artificial intelligence (AI) to power sustainable ad operations.
Partnership for sustainable programmatic operations
The collaboration is a significant step toward Equativ’s double goals of increasing media efficacy and assisting in the decarbonization of programmatic advertising. In a revolutionary move, Equativ has made it possible for Greenbids to develop smart bidding models that support efficient and sustainable media buying by giving them access to detailed data from its supply-side platform (SSP). Positive results from early trials include a 40% decrease in gCO2PM (grams of CO2 equivalent per thousand impressions).
Environmentally-focused advertising
The union is a reflection of the increased emphasis on ecologically responsible measures to lower the carbon footprint of digital advertising, which contributes more than 3.5% of greenhouse gas emissions worldwide. Players in the ecosystem are realizing the need for positive change and adjusting campaign planning, production, and execution to reduce the number of resources they use, spurred on by industry initiatives like Ad Net Zero.
Equativ-Greenbids sustainable operations plans
By giving priority to the most efficient routes, Greenbids’ solution will increase mutual deal value by building on Equativ’s extensive supply path optimization (SPO) capabilities. Media buyers can minimize energy consumption by reducing the number of hops and wastage by ensuring that spending is allocated to relevant inventory that matches specific country, device, and audience parameters. In addition to reducing carbon emissions, direct access to high-value demand will increase publishers’ overall yield; trials have shown an 83% increase in supply-side platform (SSP) revenue.
Read More: Equativ Incorporates NinaData for Enhanced Contextual Targeting
Here’s what they said
Antoine Verselder, product marketing manager at Equativ said,
Sustainability isn’t a fleeting trend; it’s becoming an increasingly integral consideration for consumers and businesses. Until now, many companies in the advertising space have struggled to move with this evolution and maintain their bottom line — our partnership marks a pivotal shift on multiple levels. For Equativ’s clients, it provides the opportunity to gain a distinctive competitive edge and fuel greater revenue by layering sustainable practices into their ad operations. In wider terms, it also illustrates that environmental and profitability goals don’t have to be in conflict — they can be seamlessly combined and achieved. As well as underscoring our ongoing commitment to ethical progress, we believe this collaboration has vast potential to transform the industry at large.
Guillaume Grimbert, CEO of Greenbids, added,
In an era where sustainability and innovation intersect, our partnership with Equativ signifies much more than just a huge technical leap forward. Together, we’re shaping the future and creating a new paradigm for programmatic trading that’s efficient and ethical at the same time. Blending Equativ’s in-depth data with our sophisticated algorithms, we’re making it simple to automatically optimise bidding activity for profitability and purpose – and setting an example other pioneers can follow.
Read More: Equativ Partners with IRIS.TV for Enhanced Contextual Ad Targeting
The Role of AI in Personalized Advertising
Photo by Mohamed Nohassi on Unsplash
Brands utilize customer data to target behavior, interests, and more to strategize their advertising efforts effectively. Creativity and customizing advertising efforts to cater to your audience is a tried-and-true method to attract prospects, and personalization helps foster the connections to convert them into loyal customers.
One of the biggest challenges businesses face is combining the creativity and analysis of data to work together. But further advances in digital security are putting a stop to behavioral targeting. Artificial intelligence is making great strides in scaling both strategy and creativity to help expand businesses to reach wider audiences.
Narrowing down on your target customer as much as possible is the best way to predict habits and cater more personally toward them with your advertising. Here’s a look into the role of AI when it comes to personalized advertising.
Why Utilize Artificial Intelligence in Your Business?
There are advantages for your business to begin using AI in marketing. One of AI’s most significant and helpful jobs is processing and analyzing large and complex amounts of data quickly.

Image credit- Business Broadway
Customer Analysis
With data analysis, algorithms can make predictions by identifying customer interests, needs, and behavior patterns. Your advertising can develop a more personalized experience for each client with this information. With personalized messaging and targeted campaigns, social media platforms can display exceptional product recommendations.
Optimization
AI also helps optimize your advertising in real time; the analysis of data allows your marketing teams to make adjustments more immediately, improving their impact. If you can see that the campaign or advertising efforts aren’t working well, your business will see this with AI and be able to fix it quickly.

Image credit- Slide Team
Automation
Another excellent benefit that AI brings to your marketing is automation. Tools and resources with technological advances provide marketing teams the power to create personalized experiences for their customers, individually and simultaneously. The best part is your teams don’t have to do anything; just set the parameters, and AI can take over, even in areas like push notifications where timely and relevant communication can be automated to enhance customer engagement and retention.
Customer Loyalty
One of the other essential aspects of your business is to establish trust for customers to return and increase retention. With AI, the possibilities are endless to improve efficiency and increase buyer satisfaction, which nurtures that connection and ensures a return. AI continuously improves, ensuring you’ll have even more ways to create individual relationships.
How Artificial Intelligence Works
One of the primary functions that AI can do is its analysis of customer behavior and collecting this information to implement a more personalized experience. AI looks at multiple aspects of the customer experience, including the following:
- Purchase history
- Demographics
- Websites visited
- Search behavior
- Social media activity
AI works to identify patterns and trends in customer activity. It can pull data from various sources, including Google Ads Data Manager, to create a detailed profile of prospective buyers. The demographic information allows your business to pinpoint the desired gender, age, location, and interests to give your business a more targeted experience for those customers.
The predictive ability of AI is also quite remarkable. It looks at prior activity and information to make accurate predictions about what products or services peak interest and if a customer is more likely to buy. It also provides forecasts on the social media channels that are more likely to be utilized.
Your advertising efforts can be more customized to fit your client’s needs based on the patterns and behavior that AI shows. It can help to utilize some outside media services or expert marketing agencies who know the ins and outs of AI for your business. Tailoring your promotions and campaigns to suit customer preferences with convenient tools, including cookieless advertising, can drive sales and profitability in record time.
Examples of Artificial Intelligence in Advertising
Numerous examples of businesses that use AI for more personalized advertising are visible today. Some successful marketing campaigns have proven to improve customer experiences and increase engagement.

Image credit- Yahoo
Product recommendations on Amazon is an AI algorithm that looks at customer behavior, product search, and purchase history to recommend products more relevant to a customer’s interests effectively and wants. It has resulted in a significant boost in sales to catapult the company as one of the largest e-commerce platforms in the world.

Image credit- Yahoo
Sephora
Sephora has incorporated AI technology in the form of a “virtual try-on,” where customers can find a more tailored product in makeup products. Based on factors like skin tone, skin problems, or particular types have allowed clients to find a more satisfactory product and have improved the reputation of Sephora as a leading beauty retailer.

Image credit- Yahoo
Netflix
Even the streaming video and TV show memberships we own implement AI to help you decide on the ever-looming question of “What to watch?” AI algorithms work to analyze viewing habits and make recommendations for what interests its watchers. It has helped to increase engagement and solidified Netflix’s stance as one of the most popular streaming platforms.
The Future of AI in Personalized Advertising
One of the biggest concerns with using AI for your business stems from privacy since it needs massive customer data to function. Prospective clients may be uncomfortable with providing more personal information.
However, the use of AI in marketing continues to grow and advance, so it’s necessary for your business to ensure that you use it responsibly. Be transparent to your customers and provide options for customers to opt out if necessary. Educating them about how you use your AI responsibly and ethically can also be beneficial.
As AI continues to evolve and grow, you can clearly expect to see more sophisticated and tailored advertising campaigns and new integrations that are effective at ad targeting and drawing in an audience. AI can be integrated into other technologies to create a more engaging experience. At the same time, your business can better understand its ideal customer and improve upon advertising and marketing efforts.
Data and creativity can be combined, creating a balance for businesses to identify and assist individual needs while collecting and securing customer data. These connections through a more personalized advertising experience work across an array of industries and can allow your business to develop and implement more effective advertising campaigns that generate a solid impact while building customer loyalty.

Ron Clark
Marketing | Digital | AI | Social Media | PR | Creative Writer
Ron Clark is an MBA graduate with a specialization in marketing, hailing from the vibrant city of New Orleans, Louisiana. With a keen interest in the ever-evolving field of digital marketing, Ron has dedicated his career to becoming an experienced specialist in social media and digital PR. He’s set his sights on AI, marketing, aiming to write articles that distill his expertise into valuable and informative pieces.
Meity Gives Social Media Companies 7-days to Modify User Agreements Against Deepfakes
Rajeev Chandrasekhar, India’s Union Minister of Electronics and Information Technology (MeitY), stated that if users are offended by obscene material such as deepfakes, the government will help them file a formal complaint against social media companies for breaking IT regulations. To discuss this matter, a meeting was called with a few of the most important digital platforms or intermediaries in India. The Union Minister added that social media companies have seven days to update their terms of service in accordance with IT regulations. In addition, he stated that the Center would shortly appoint an officer to combat the threat.
#WATCH | On Deep fake issue, MoS Electronics & Technology Rajeev Chandrasekhar says, "The Rule Seven officer will also be a person who will create a platform where it will be very easy for citizens to bring to the attention of the Government of India their notices or allegations… pic.twitter.com/AHiATR6DD4
— ANI (@ANI) November 24, 2023
Cracking the whip on deepfakes
In an effort to crack down on deepfakes, the union government has given social media companies seven days to modify their user agreements. This is so they comply with IT regulations. The amended account policy prohibits users from participating in 11 categories of content. These include deepfakes, that cause harm to other users. Meity is going to create a platform where people can report social media platforms that are breaking IT rules. Additionally, Chandrasekhar stated that going ahead, 100% of IT rule violations will result in government action.
Read More: Adobe Acquires Indian AI-Powered Platform Rephrase.ai
Meity extends its assistance to file a formal complaint
Meity will assist in filing a formal complaint against harmful content. A case will be brought against the person who posted the content if they assist in identifying its source. The Minister announced that India will create new regulations to identify and stop the spread of deepfakes following meetings with officials from major social media companies and other interested parties. Additionally, the new rule will make it easier for individuals to report these kinds of deepfake videos.
Rules concerning deepfakes
Deepfakes and other unsettling content ought to be taken down within 36 hours of being reported. Intermediaries are required by law to stop the spread of false information. Producing and disseminating deepfakes carries a fine of INR one lakh and a three-year jail sentence.
Here’s what they said
Union Minister of Electronics and Information Technology, Rajeev Chandrasekhar said,
It is a legal obligation for online platforms to prevent the spread of misinformation by any user under the Information Technology (IT) rules, 2021. They are further mandated to remove such content within 36 hours upon receiving a report from either a user or government authority. Failure to comply with this requirement invokes Rule 7, which empowers aggrieved individuals to take platforms to court under the provisions of the Indian Penal Code (IPC). It is imperative that platforms take proactive measures to combat this threat. For those who find themselves impacted by deepfakes, I strongly encourage you to file First Information Reports (FIRs) at your nearest police station and avail the remedies provided under the Information Technology (IT) rules, 2021.
Read More: India Launches IWBDC In a Drive For “Aatmanirbhar Bharat”