Transcript

We all know that in our industry, 35% to 45% of ad budgets are wasted today. That's over a $350 billion challenge for our industry and it's solvable today through agentic AI. I'm Matthew Hogg, senior vice president of ecosystem at LiveRamp, and here's the deal.

There's a lot of buzz in AI today and we wanted to share three real things that a marketer can do to improve the efficacy of their campaigns. Two that are available today and one that's coming down the road very soon. First of all is planning. Planning is one of the most complicated parts of marketing. It requires dozens, sometimes hundreds of highly skilled individuals working across many different tools to get the right mix of audience, creative and media. What we're seeing now with companies like Newton Research and Chalice is they're able to arm marketers with the capabilities that would have required lots of people and lots of time to have much more effective marketing campaigns and reducing their time to value, lowering that cost of entry to have really high performance across a much wider set of variables for audience creative and measurement.

The second thing you can do today is around optimization. Now providing conversion events to platforms is nothing new, but what we're seeing is the breadth of information that those platforms can consume, a wider set of events and their ability to learn and adapt and optimize based on that event feed, massively improving performance and doing it faster than it's been done before. 

For example, OpenAI are already bringing in the conversion events for many of their advertising partners and customers in order to not only provide a fuller set of measurement for both online and offline in-store transactions, a fuller set of measurement. But what they can also now do is optimize the campaign against that full set of information so that you, the marketer, benefit from ever expanding performance from increasing the data flow through to the platform that you're investing in.

The third thing that, as I said, is coming down the road is this idea of marrying the rich understanding of context that AI can produce. So that conversation you're having within the AI experience plus an understanding of you as a consumer, as the audience of a brand. Bringing those two pieces together is going to dramatically improve not only the utility of the AI experience that you have, but also the efficacy of it, the quality, the impact of it for the marketer that's investing in generating that. So just think about if a creative could understand your position within a loyalty program, could it provide an ad recommended product to you in a better, more efficient way that makes you much more likely to buy it and more appreciative of the ad that's been shown to you?

We just spoke about three incredible opportunities for marketers that AI and Agentic is unlocking, planning, optimization, and the future of creative. These are all helping marketers address that $350 billion plus problem I spoke about at the top and turn that into an opportunity for more effective marketing and for better appreciation of the consumers that are receiving that marketing. 

If you'd like to chat more about this, please feel free to reach out anytime.