SANTA MONICA, CA – The explosive popularity of ChatGPT, a chatbot powered by generative artificial intelligence, has ignited interest in what the technology can do. For media buyers, a different form of AI known as machine learning is helping to pull audience insights from ever-growing troves of data.

Computer programs that get smarter helps “to find the metadata inside of our campaigns and our audiences to really understand what’s performing, how it’s working,” Brad Stockton, senior vice president of U.S. national video innovation at Dentsu International, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica.

“Where I really see it coming to life is: how do we make our buyers’ jobs a little bit easier, less tedious?” Stockton said. “Then, I can have our teams really focusing in on the strategy and the execution inside of the platform.”

Audience Suppression

Dentsu recently launched a tool call Dentsu Reach Frequency Optimizer to help its clients find audiences who are difficult to reach. Part of the process is known as suppression, or not reaching viewers that are comparably easy to engage.

“With this tool, we’re able to utilize addressable TV technology to suppress the heavy TV viewer, and really focus in on finding that light and medium viewer in national linear TV to complement our national campaigns,” Stockton said. “This way, we’re truly going after those hard-to-reach audiences in the marketplace.”

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