Gemma Kelleher, media solutions director of The Irish Times Group, discusses the company's growth areas, highlighted by a significant rise in audio revenue and key brand partnerships. The group, reaching 2.6 million people weekly, focuses on delivering advertising solutions that combine data and creativity, largely powered by first-party data. AI is already embedded in their operations, providing tools for audience profiling and engagement measurement, indicating that the organization is looking to further adopt AI across its services to drive business success.
"The key to our success has been delivering solutions based on a formula of data and creativity, ensuring our advertising efforts yield better results."
"AI has been a part of our media solutions toolkit for years, allowing us to build modeled audience profiles and ensure campaign relevance effectively."
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