NEW YORK — Technology is shaping the way brands buy ad placements on various media channels, with tools such as artificial intelligence and programmatic automation becoming more predominant. That’s especially noticeable in the upfront marketplace.

“A big part of that is increased generative AI offerings by sellers to smooth the process of creative generation to improve the level of personalization that consumers receive,” Ben Hovaness, chief media officer at OMD Worldwide, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the IAB NewFronts 2024. “Another big change this year is an increased focus on programmatic deal-making, making it easier and easier for advertisers to set up custom deals to hit their use cases.”

Hovaness this year was promoted to his current position, overseeing the ongoing development and expansion of OMD capabilities worldwide.

“One of the big things that I’m trying to do is drive towards a more sophisticated approach to global media,” Hovaness said. “If we think about the big walled-garden companies like Google and Meta, we can see that there’s a global convergence of trends in media. When these companies develop products, new offerings, consumer-facing services, they tend to be deployed globally.”

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