Inside NBCUniversal’s test to use AI agents to sell ads against a live NFL game
Traditional TV — let alone a live NFL playoff game — might be the last ad inventory type you’d think to test trying out AI agents against. And yet that’s exactly what NBCUniversal did last month.
The media conglomerate ran a test with ad agency RPA, marketing analytics firm Newton Research and Comcast-owned ad tech firm FreeWheel to have AI agents participate in buying an ad against a live NFL playoff game. But did it work?
“It works. It is a functioning technical proof-of-concept that accurately represents what the buyer wants to buy and what the seller has to sell,” said Ryan McConville, chief product officer and evp of ad products and solutions at NBCUniversal on the latest Digiday Podcast.
Despite the successful test, NBCU isn’t about to outsource its entire ad sales process to AI agents anytime soon. “We are a ways away from having this fully productionalized where multiple agencies are using this day in and day out to replace current workflows,” he said.
That said, NBCU is now a lot closer to what McConville calls”premium automation,” as he explained in the episode.
- Datum:
- Duur:
Gerelateerde podcastafleveringen
-
/https%3A//megaphone.imgix.net/podcasts/850a95a4-df4b-11f0-a05d-cf2bada719a2/image/f15b6a28dc8bd28c4b53858d6e0ffac6.jpg%3Fixlib%3Drails-4.3.1%26max-w%3D3000%26max-h%3D3000%26fit%3Dcrop%26auto%3Dformat%2Ccompress)
Why The Guardian’s first reader-facing AI product isn’t a chatbot
-
/https%3A//megaphone.imgix.net/podcasts/84f59ed8-df4b-11f0-a05d-077db4a8a881/image/cb5e23b0e4fc9a509352a61835db83a2.png%3Fixlib%3Drails-4.3.1%26max-w%3D3000%26max-h%3D3000%26fit%3Dcrop%26auto%3Dformat%2Ccompress)
How to sell an influencer agency: Lessons from Digital Voices founder Jennifer Quigley-Jones
-
/https%3A//megaphone.imgix.net/podcasts/84dfca04-df4b-11f0-a05d-6f61fa3b0957/image/4aaaa2b19be3dc703ed8b443ef121a68.jpg%3Fixlib%3Drails-4.3.1%26max-w%3D3000%26max-h%3D3000%26fit%3Dcrop%26auto%3Dformat%2Ccompress)
After WPP reckoning: The case for and against principal media
-
/https%3A//megaphone.imgix.net/podcasts/84cdb5da-df4b-11f0-a05d-db95abab927c/image/c09fe7fa4a2604a677436d014e082e6c.jpg%3Fixlib%3Drails-4.3.1%26max-w%3D3000%26max-h%3D3000%26fit%3Dcrop%26auto%3Dformat%2Ccompress)
TikTok after the legal fight: Why it’s coming for Meta’s ad dollars
-
/https%3A//megaphone.imgix.net/podcasts/84b7f20e-df4b-11f0-a05d-93b0a1eebb4c/image/26a77a6da568e1192d3ce98d9cb03bcd.jpg%3Fixlib%3Drails-4.3.1%26max-w%3D3000%26max-h%3D3000%26fit%3Dcrop%26auto%3Dformat%2Ccompress)
OpenAI's ad push begins, and The Knot is co-piloting
Meer afleveringen van The Digiday Podcast
-
Why The Guardian’s first reader-facing AI product isn’t a chatbot
The Guardian didn’t want to build an AI chatbot. Not a reader-facing one anyway. Not at the risk of that chatbot misrepresenting the news publisher’s journalism and undermining readers’ trust. “We’re not going to die if we don’t build... -
How to sell an influencer agency: Lessons from Digital Voices founder Jennifer Quigley-Jones
What does it take to sell an influencer agency right now? This week on the Digiday Podcast, Digital Voices founder Jennifer Quigley-Jones joins Kimeko McCoy and Tim Peterson to break down her agency’s sale to PMG. Plus, what it says... -
After WPP reckoning: The case for and against principal media
A decade after the ANA’s bombshell report, the WPP debacle has forced a new standard of clarity in media buying. This week, Digiday executive editor of news Seb Joseph and Michael Burgi, senior editor of media buying and planning, join...