In 2018, a lot of ad-tech firms will tell you they apply “artificial intelligence” to digital advertising trading.
For Irwin Gotlieb, GroupM’s veteran – and visionary – chairman, the collection of practices that underpin AI have been around for decades. But that doesn’t mean they can’t be revolutionary, all the same.
Fundamentally, AI allows advertisers to turn what his GroupM colleague Rob Norman calls a “data exhaust” – the modern cloud of data which consumers throw off – in to something very different.
“He intended the term to be derogatory, to imply that it was pollutive because we were seeing so much potential data coming out of stuff that there was no way to process it – it was just pollution,” Gotlieb says in this video interview with Beet.TV.
Read more and watch the video on Beet.TV here.