Amazon DSP extends reach (again)

ADS IN A CHATBOT

Meta AI chatbots to inform AI and ads

The Wall Street Journal reported yesterday that conversations with Meta’s AI chatbot will start informing the AI that Meta uses to deliver ads and personalized content. So, if you ask the chatbot about the best places to dine in New York City, you may see ads relevant to that query on Instagram, for example.

According to The WSJ’s Meghan Bobrowsky, “Christy Harris, a privacy-policy manager at Meta, said the company plans to use the conversations as one signal in targeting ads shown to users. It is still in the process of building out the first ads product that will use the data.”

This new update is for U.S. users only and begins Dec. 16.

Read:

“Meta Will Begin Using AI Chatbot Conversations to Target Ads” (October 1) – The WSJ
“Improving Your Recommendations on Our Apps With AI at Meta” (October 1) – Meta

Related: “Meta Is Said to Acquire Chips Startup Rivos to Push AI Effort” (September 30) – Bloomberg (subscription)

From tipsheet: Meta has been using AI across all of its properties to target ads for years. The big deal here is that AI is the property – the chatbot. Meta knows this and that’s why it put its privacy manager forward to speak with the WSJ.

Meta’s AI chatbot strategy is an extension of what the media is waiting for: ads in the chatbot, especially OpenAI’s ChatGPT. Google Search’s AI Overviews has been offering a hybrid where answer engine responses are presented at the top as well as search results with ads.

By the way, imagine if OpenAI’s ChatGPT offered a targeting data set that marketers could use across a network of OpenAI properties?… so much more to come.

BRANDS & AI

Marketer marketing AI

Benoit Veryser, VP of marketing at Lysol (Reckitt), identifies his “3 core advantages AI unlocks for marketers” for a Google promotional marketing video. In a nutshell…

Faster.
More creative.
More personalized.

See the 34-second video from Think With Google on X. (October 1)

AMAZON ADS REACH

Amazon DSP extends addressable reach

AI-enabled Amazon DSP has extended the addressable footprint of its demand-side platform (DSP) even further courtesy of a new partnership with Spotify and its Spotify Ad Exchange.

Amazon DSP director Meredith Goldman said in the release, “Amazon DSP now has unprecedented scale across Amazon owned and operated and open internet audio supply, allowing us to set new standards for holistic campaign planning and activation—all in one place.”

Spotify claims 696 million unique monthly users today. The company announced a similar deal between Yahoo! DSP and Spotify Ad Exchange as well as an integration of Spotify Ads Manager into AI ad platform Smartly.

Regarding the news, Amazon VP of product Jay Richman —a former VP of monetization at Spotify— said on LinkedIn:

“Two worlds collide—in the best way! Thrilled to see Amazon and Spotify partner up. Having been on both sides, it’s a full-circle moment to watch two companies I’ve called home come together to deliver something special for customers.”

Press release: “Spotify Unveils New Advertising Partnerships and Product Updates” (October 1) – Spotify

Ad Age’s Garret Sloane reported on the news and noted Amazon DSP’s recent deal with Netflix announced in early September. Sloane said on LinkedIn yesterday:

“The Spotify and Netflix [deals are] just another indicator about how brands can connect dots across these channels and reacting quickly to trends. Spotify’s move also has ramifications for audio programmatic, obviously, a sector that is still underrepresented in media spend.”

REDDIT RUMOR

Rumor: No longer AI’s favorite publisher

Read: “Reddit sinks on heavy volumes, social media chatter of reduced referral traffic from ChatGPT” (October 1) – Robinhood’s Sherwood News

Consultant Matthew Scott Goldstein commented about the story on LinkedIn, “Not a surprise. What goes up in AI eventually comes down.”

Related: “Google sends 831x more visitors than AI systems: Report” (October 1) – Search Engine Land

CONVENING THE OPEN WEB

Event: AI collides with open web

Prebid Summit will take place on October 14 in New York City.

Prebid is an ad tech industry organization that oversees the open-source framework for header bidding, a programmatic advertising strategy. It’s also a key industry org for advertising on the open web (and outside of the walled gardens).

AI seeps into the programming of the event including a chat with The Trade Desk CEO Jeff Green:

“The supply chain of digital advertising is getting overhauled, in large part driven by advances in AI. Jeff Green, founder and CEO of The Trade Desk, and Mike O’Sullivan, General Manager of Sincera, will sit down to discuss opportunities on both the buy side and sell side to create win-wins for the open internet.”

Also on the agenda… publisher concerns with AI and crawling. Executives from News Corp, The Washington Post, AWS and Sovrn will huddle to answer questions such as:

“What happens when your content powers someone else’s product?

How can monetization strategies evolve to remain viable in an LLM-driven ecosystem?

What role can open-source technologies like Prebid play in this shifting landscape?”

See the agenda.

Related:

“Here’s an easy-to-understand explainer of [Prebid’s] changes to transaction IDs (TIDs).” (October 1) – Karsten Weide on X
“I was anonymously provided a screenshot of a presentation provided to employees showing that TTD will be announcing OpenAds a feature rich wrapper for large publishers. This is a fork of prebid…” (October 1) – AdTechGod on LinkedIn

HEADCOUNT

Employment not affected by AI so far

“Evaluating the Impact of AI on the Labor Market: Current State of Affairs “(October 1)- The Budget Lab at Yale

Key takeaways include:

“While the occupational mix is changing more quickly than it has in the past, it is not a large difference and predates the widespread introduction of AI in the workforce.

Currently, measures of exposure, automation, and augmentation show no sign of being related to changes in employment or unemployment.

Better data is needed to fully understand the impact of AI on the labor market.

We plan on updating this analysis regularly moving forward to see how the impact of AI on the labor market changes over time.”

Coverage: AI is not killing jobs, US study finds (October 1) – Financial Times

THE AI + CREATIVE REACTION

Putting AI in the creative

Cuomo uses AI ad to depict himself driving subway, on floor of NYSE (October 1) – The Hill
Hollywood is not taking kindly to the AI-generated actress Tilly Norwood (October 1) – TechCrunch

RAMPING UP AI

LiveRamp and AI

On LinkedIn yesterday, LiveRamp executive Keaton Pieper plugged his data collaboration platform company’s latest announcement as it transitions for the age of AI.

He explained:

“At LiveRamp, we’re taking the AI hype and delivering real value for marketers. Using natural language prompts, you can search, segment and activate data across the strongest network in the industry.

Have your own agent?

Plug it directly into the LiveRamp platform to streamline all planning, activation, measurement and optimization efforts…

More: “LiveRamp Debuts New AI Capabilities Including Agentic Tools, Segmentation, and Search” (October 1) – LiveRamp

PEOPLE MOVES

Now hiring

Marketer Jon-Suarez Davis has joined brand consultancy Transparent Partners (and former Kellogg’s colleague Aaron Fetters) as Chief Strategy Officer (October 1) – LinkedIn

Advertisers Need Easy Access To DSPs – But AI Is Changing What That Access Looks Like (October 1) – AdExchanger
Why ChatGPT’s new AI newsletter feed could be its key to advertising (October 1) – Ad Age (subscription)
Horizon Global Has Big Ambitions, But a Lot of Catching Up To Do (September 30) – Adweek
Magnite To Unify Curation and Activation Within ClearLine (October 1) – Magnite