IAS Expands Microsoft Advertising Tie-Up, Sees AI Supercharging Marketing Beet.TV [Video]

Advances in artificial intelligence, particularly generative AI, are enabling marketers to deliver personalized omnichannel experiences to consumers in near real-time, across every stage of the purchase journey.

But, in leveraging AI to boost conversions and customer satisfaction through techniques like targeting, personalization, data analysis and content generation, advertisers must focus on increasing quality and effectiveness.

“AI has become a great tool for marketers to supercharge a lot of the fundamental tenets of advertising,” said Jim Egan, SVP of Business Development at Integral Ad Science (IAS), in this video interview with Beet.TV.

For advertisers measuring the success of personalization, it is vital to focus on performance, Egan said.

“It may sound simple, but it’s all about knowing what your goals are, optimizing for campaign objectives, and then maximizing your return on ad spend,” he said.

“Marketers can leverage AI to reallocate media dollars towards improving performance across the funnel to boosting …