MIAMI – Artificial intelligence and deep learning are unlocking a new era of precision in media planning, eliminating guesswork and enabling advertisers to tailor strategies with data-driven accuracy, said Art Binder, director of programmatic at Stagwell’s Assembly Global.
During a recent industry discussion, Binder said the traditional challenge for media professionals — especially when entering unfamiliar client industries — has been the need to make assumptions based on limited experience.
“In a perfect world, we’d walk into a client’s media landscape with years of firsthand knowledge,” Binder said in this interview with Beet.TV contributor David Kaplan at the Possible conference. “Deep learning helps remove the need for assumptions and gives us sharper insight into how an industry functions.”
How to train your AI
Binder pointed to the power of using structured business data — such as public company earnings reports — as AI training inputs.
“I can’t think of a more precise signal to inform media activation than a company’s own quarterly statements,” he said.
He noted that while AI is becoming more prevalent across all sectors, its adoption and use vary widely.
“Tech and finance clients tend to be at the cutting edge,” Binder said, highlighting the demand from these industries for agile, learning-based media strategies. On the other end of the spectrum, nonprofits are embracing AI cautiously but with great interest, driven by a need for efficiency over experimentation. “They rely on us to provide proof — case studies that demonstrate what works.”
Clarity amid chaos
As digital behavior grows more fragmented, Binder said AI offers clarity amid the chaos.
“People still follow behavioral patterns, but in today’s multi-screen world, those patterns are harder to detect,” he explained. “Machine learning can uncover those hidden trends that are invisible to the human eye.”
Binder also praised companies like Cognitiv and Viant for advancing practical AI tools that transform how media plans are built.
“Viant’s tools, for example, are allowing users to develop comprehensive media plans with just a few lines of input,” he said. “It’s a game-changer — taking SQL-level data analysis and making it accessible to the average media buyer.”
As AI becomes more embedded in campaign development, Binder said the focus is shifting from traditional performance metrics like click-through rates to more nuanced measures that link media actions directly to business outcomes.
“The goal is to bridge the gap between media metrics and real-world impact,” he said. “And AI is the key to building that bridge.”
Binder framed the moment as transformative — comparing it to the early days of the iPod or Tesla.
“The companies asking the right questions and embracing this innovation will redefine how media works,” he said.
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