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While some brands are more proactive than others, agencies that represent brands in sensitive categories are monitoring against “bad” bots and looking to leverage more useful ones.
The health and wellness vertical alone saw a 165% increase in AI-related ad investment through May compared to last year, according to Sensor Tower.
The company is hiring creative and partnerships roles as well as consumer and social marketing leads, according to its jobs board.
The decision “puts a lot of pressure” on other IAB chapters, one expert said, but few appear to be taking similar steps.
The pilot’s minimum spend and CPMs are coming down over the course of an extended pilot period.
The company is investing in “being able to show what’s working” amid a broader industry contraction, but some agencies are taking a second look.
The new features are aimed at “streaming, scrolling, shopping, and searching” behaviors, an exec said ahead of the company’s NewFronts presentation.
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