"Traditional PMPs rely on static logic - predefined lists of audiences, sites and sections, or contextual categories, all locked in at campaign launch. They've been useful for buyers to a point, but they're ultimately focussed on control, not scale, and this creates a plethora of challenges."
"Contextual AI is offering a next-generation alternative. Instead of depending solely on pre-set criteria, human-trained AI algorithms analyse content consumption during live campaigns, understand shifting audience interests and expand intelligently across publisher inventory."
"A live feedback loop simultaneously scales and optimises using buy-side performance signals so that audience relevance is maintained at peak throughout the campaign. This process of real-time expansion delivers bespoke, qualified reach across publisher inventory."
AI is reshaping how advertisers and publishers approach audience targeting. Traditional programmatic trading has forced a compromise between quality and scale. Contextual AI offers a solution by analyzing content consumption in real-time, allowing for dynamic audience expansion. This model enables advertisers to maintain relevance while reaching new audiences without relying on cookies. The shift from static private marketplace deals to adaptive, learning deals represents a significant evolution in deal-making, addressing the challenges posed by premium video and CTV environments.
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