Marketing tech
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6 days ago6 (More) AI Startups Worth Watching | AdExchanger
Founders often leverage personal connection to problems and insist on human oversight while building agentic AI to unify fragmented ad tech tools.
For Netflix and Disney, that evolution has been especially rapid. Netflix, of course, started their own ad offering three years ago and only just launched their proprietary ad suite in April. According to Pangis, their focus is now on creating more "optionality for buyers," which includes new partnerships with major DSPs and more flexible ways of delivering targeting and measurement data.
AI has upended the world of search. Whereas consumers used to start with a keyword search on Google, 68% of shoppers across the world have used AI tools like ChatGPT to shop, according to a report published by creative agency VML. In other words, keywords are being replaced with questions, blurring the lines between search as a performance marketing function and a brand marketing one.