Christy McDonald

July 26, 2024

BrandMatch, a groundbreaking gen-AI tool, is reinventing advertising tactics for a leading publisher with over 10 million subscribers. Its unique algorithm seamlessly meshes brand profiles with the right stories and targeted audiences, boosting personalized ad campaigns.

The AI tool utilizes high-end language models to comprehend an advertiser’s summary, identifying unique audience groups and pairing them with the most suitable articles for ads. Global Chief Advertising Officer Joy Robins confirmed the key role BrandMatch has played in escalating the company’s advertising success.

Various brands, including Paramount+ and Ferragamo, have experienced the efficacy of this tool. On average, BrandMatch’s performance outweighed the publisher’s average ad performance, registering a click-through rate of 0.40%, with native display units marking an astounding rate of 0.72%.

BrandMatch: Innovations in audience targeting

The tool also noted an 8.4% increase in brand lift and a robust 3.1% in consideration and preference, further establishing his value in the ad business.

Collaboration with Zach Seward, Quartz’s co-founder, and the AI initiative’s editorial leader, has led to significant advancements in the understanding and application of gen AI technology. Together, they intend to push the boundaries of AI capabilities with continuous enhancements in system technology for better adaptability and increased output accuracy.

The tool’s innovative method detours from traditional category-based targeting to a complete analysis of audience interests, leading to a profound comprehension of the target market. This was exemplified in Paramount+’s promotion for the final season of the TV show ‘Evil,’ where the tool was leveraged to analyze viewer interest, resulting in augmented audience engagement for the show.

BrandMatch’s efficiency in identifying unique audiences allowed Paramount+ to differentiate between existing fans and potential supernatural genre enthusiasts and deliver tailored content to both these segments. By grooming specific articles to cater to these unique groups, the campaign saw a striking 20% surge in their click-through rate compared to similar promotions.

In a nutshell, BrandMatch is indubitably shaping the future of advertising strategies with its impressive potential for precise audience targeting and its well-engineered precision in audience targeting. Personalized advertising will never be the same again.