Millions of U.S. households have connected their televisions directly to the internet, and YouTube has become the most popular platform with its vast and diverse range of video content. There have been several episodes when marketers have shied away from YouTube because of concerns about placing ads within objectionable content, but newer tools are helping brands to ensure they’re reaching the right audiences within the right context.
“We were the first to use AI for vetting content, which has really given us the largest library of suitable inventory on YouTube,” David George, chief executive of video ad-buying platform Pixability, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“Recently, we announced Gen AI contextual segments for YouTube,” he said. “We’re actually using generative AI to find nuanced audiences within the YouTube inventory and to increase its scale.”
Artificial intelligence has the power to offer a more complete analysis of content and context than other methods such as keywords, meta tags and sweeping block lists.
For example, an advertiser may put a word such as “shotgun” on a block list to avoid placing an ad amid gun-related or violent content, but that word can be used in other contexts to describe a player formation in football”
“If you just focus on keywords, you’re actually excluding a lot of potentially really good content,” George said. AI helps “to figure out the nuances.”
