MERCADEO Versión en español
Emi Gal of Teads: Advertisers must clarify their role in AI ecosystem
Manuela Walfenzao| 20 de febrero de 2018
Emi Gal de Teads
The CEO of Teads Studio and CMO of Teads Group, Emi Gal, feels that advertising today faces huge challenges. “In general it is intrusive, often poorly targeted and without a made-to-measure message. Sometimes it is delivered in environments that are not very brand-friendly or in places where no one sees it. Some 50 percent of digital ads are never seen by consumers” he said. “I think that in the future all those things will be improved and changed, mostly due to our ability to use data, machine learning and artificial intelligence (AI).” Gal insisted on the need for advertisers to clarify their role in the AI ecosystem. “Teads Studio grew 5,500 percent in 2017. We went from delivering 12 million ad impressions to delivering 800 million in December last year” he said.He noted that one thing AI will do is make advertising cleaner, more user-friendly, more personalized and more on-target. “I think that will be the perfect ad,” he added. “What is truly hard to do in the U.S. is reach Hispanics through a large-scale content inventory. The problem is that for certain audiences, possibly Hispanics, you can target them or show some ads only to those individuals, but then you can’t win bigger audiences because maybe you can only pinpoint some 100,000 of them. The way that AI figures in this is that we can now build look-alike models” that build bigger audiences from smaller audience segments.
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