[Marketing Week] Bob Koigi: Industry leverages ChatGPT to boost offerings

ChatGPT (Chat Generative Pre-Trained Transformer) platform is causing global buzz  as a disruptive AI technology of our generation, attracting major investments from tech giants and redefining the internet as we know it.

Now, adtech companies and marketers are embracing the trailblazing innovation for varied reasons from gaining market intelligence, improving persona narratives to generating persona-driven ad content, email campaigns, and landing page copy among other uses.

Industry players believe that the efficiencies that ChatGPT offers brands and customers will result in a more efficient workflow by reducing ad budget waste, creating more variety of ads, and improving personalization, which will ultimately generate better performance at a lower cost.

AiAdvertising, Inc. , a next-generation AdTech company has announced it will deploy the automated ChatGPT (Chat Generative Pre-Trained Transformer) from OpenAI as a tool for enhancing personas and persona-driven campaigns for its clients.

AiAdvertising has already begun incorporating the chatbot program into the development of its advertising campaigns to help its customers generate more revenue from the platforms they use.

In partnerships, Hivestack, the world’s independent programmatic digital out of home (DOOH) ad tech company, has partnered with mc R&D GmbH (mcrud), Germany's largest network provider of passenger TV.

As a result of the partnership, mcrud's 5,800 screens in 2,000 public transport vehicles (subway, bus, streetcar) can now be bought programmatically via Hivestack's Supply Side Platform (SSP).

Amazon Publisher Direct, Amazon’s direct integrations with premium video, display, and audio publishers, and Paramount Advertising, have expanded their agreement, providing Amazon Ads customers with direct programmatic access to more of Paramount Global’s leading streaming TV content. This includes enabling increased advertiser reach both across devices and in new, international locales.

Qcells, a global solar player investing in building a U.S. solar supply chain, and Microsoft Corp., a global technology company with a commitment to be carbon negative by 2030, are partnering to enable a strong supply chain for new renewable electricity capacity projected to require at least 2.5 gigawatts of solar panels and related services — equivalent to powering over 400,000 homes.

And, Gamut, the company involved in local CTV advertising, and AI video creation platform Waymark, has announced a partnership to expand next-generation local advertising services on a national scale.

Gamut offers advertisers brand-safe, direct access to premium CTV video ad inventory and relevant audiences in every DMA. Waymark is a creative AI startup that automates video production and returns ready-to-air commercials for any local business in minutes.

Elsewhere, EssenceMediacom – GroupM’s newest and largest agency – has formally launched with an ambition to deliver marketing breakthroughs for their clients. Disrupting the old models across media, creative, innovation and analytics, the agency has been built to find new opportunity for brands and deliver truly integrated media solutions.

And, YouTube is testing a hub of free ad-supported streaming channels as it continues to expand its streaming ambitions.

YouTube is experimenting with an offering to allow viewers to watch free ad-supported linear channels on its platform via a dedicated hub. Free, ad-supported TV services (FASTs) typically allow users to look through a list of channels, and dip in and out of content that is already playing.