WTF is multimodal AI for advertisers? | How AI models are enabling a new level of flexibility and precision in targeting

"Multimodal AI represents the next frontier in AI, enabling machines to understand and evaluate multiple data types, providing greater understanding and flexibility than a single data type could ever offer. In this WTF explainer guide, Digiday and Dstillery explore what multimodal AI is, how to apply it in real-world settings, its benefits to advertisers and how it's well-positioned to solve current and future challenges."

"For advertising and targeting, multimodal AI can learn from any form of data and apply it to any data format, offering brands and agencies flexibility and precision previously unavailable. What makes multimodal AI distinct, such as the offering from Dstillery, is its application to behavioral prediction in advertising. It understands information from across the digital ecosystem - website visitation patterns, search behaviors, purchase intent signals, CTV viewership and even podcast listening - to create a fully connected view of audience behavior and uniquely inform targeting."

Multimodal AI enables machines to understand and evaluate multiple data types, combining text, images, video, sensor and behavioral signals for richer context and flexibility. It extends generative AI by allowing models to accept one modality and produce another, such as text prompts generating video. Self-driving systems exemplify multimodal fusion of radar, vision and GPS to form comprehensive situational awareness. In advertising, multimodal systems can learn from any data form and map insights across formats, improving targeting precision. Behavioral-prediction applications aggregate website visits, search behavior, purchase intent, CTV viewership and podcast listening to form connected audience profiles.

Read at Digiday