"smaller businesses that aren't working with full-service agencies, reports. Rose insists that WPP's creative and strategic talent will always "be at the heart" of its success, per Reuters, but as technology evolves, more tools need to be put directly in the hands of advertisers. Now, users of WPP Open Pro can generate channel-specific ads almost instantly and push them into WPP's Open Media Studio to activate."
"What YouTube will be testing is the ability to drop in a new segment, akin to how dynamic ad insertion works with podcasts. Right now, advertisers pay to sponsor a post and, once it's live, the results are what they are. But with biddable segments, creators earn a little each time an ad runs, turning viral or evergreen posts into steady revenue. It also flips targeting from the content to the viewer."
WPP released WPP Open Pro, a suite of AI tools tailored for smaller brands not working with full-service agencies. The platform enables advertisers to generate channel-specific ads almost instantly and to push assets into WPP's Open Media Studio for activation. WPP maintains that creative and strategic talent remain central, while asserting that evolving technology requires putting more tooling directly into advertisers' hands. YouTube plans to test biddable sponsored segments baked into videos, allowing creators to earn per ad run and shifting targeting from content to viewer. Brands can keep exclusivity or end-date controls, but those will be paid features.
Read at AdExchanger
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