CANNES — Could artificial intelligence help TV ads resonate better with surrounding content, thereby improving their performance?
That is the premise behind a new contextual ad product from streaming platform Wurl.
In this video interview with Beet.TV, VP of advertising engineering Mikey Garcia says the company is using AI to understand and match emotions between ad creative and programming.
Garcia explains how Wurl, which distributes and monetizes FAST channels, developed the product, called Brand Discovery, by analyzing conversion data from performance marketing campaigns across connected TV.
“When we have that type of resonance between ad creative and content, we call that emotional resonance.
“Seeing that was enough signal for Wurl to want to pursue a product like Brand Discovery and bring it to our entire pipeline of 60 billion in inventory,” Garcia says.
To develop the product, Wurl looked at multi-modal large language AI models which take multiple inputs like …