The use of generative AI across the media landscape seems to be becoming ubiquitous week by week.
As yet another example of a broader application, digital video advertising company Pixability is adopting ChatGPT to improve brand suitability standards and empower advertisers looking to invest in content on YouTube and other digital video platforms. It dramatically speeds up the process while increasing trust.
Operating for 15 years, Pixability is most closely tied to YouTube, but has expanded its business to work with a variety of streamers and digital video players such as Amazon Fire and Roku. Applying ChatGPT to your brand safety and suitability efforts simplifies the intensive and time-consuming process of the past.
Pixability CEO David George explained that using AI will greatly improve the accuracy and scale of predicting and identifying safe and appropriate content environments for brands like YouTube. But it can also help speed up the process dramatically. He declined to disclose how much the company has invested in the technology.
“This key investment has always been in processing the sheer volume of data and videos we collect from YouTube every day, and it’s increasing,” says George. “A lot of it is being able to maintain the scale of what we do and be able to do it as timely as possible. We are currently supporting clients around the world.”
Jackie Paulino, Pixability’s chief product officer, added that the company has been using ChatGPT for about six months. “We apply this and use it to improve training data for machine learning models,” he says. “Especially for YouTube, speed to market is important. There are a lot of new trends on YouTube. Being able to find those videos at scale is very important.”
As an example, Paulino explained setting brand safety standards for weapons and ammunition. While this is certainly a hot topic on all social and video platforms, it is also a topic that many advertisers want to avoid. “ChatGPT understands every gun ever invented or used, so it’s much better than humans at sorting through that kind of content,” she said. “Humans may have mislabeled things in the past, even for very niche things.
John Montgomery, an independent brand safety expert and long-time GroupM collaborator, says speed really helps, as so much more content can be evaluated in less time. Generative AI “can process very large volumes very quickly, making it much more thorough and accurate,” he said.
But Montgomery pointed out that humans need to remain involved at the beginning and end of everything generative AI does. “It’s as good as the information you give, and the more detailed the brief you give, the better.” I don’t think I’ll rule out the house.”
Has this reached the agency world yet? Not so, admits Jason Hartley, head of search, social and shopping at independent media agency PMG. “There is no doubt that brands are cautiously excited about the incredible potential of generative AI, but like any new technology, it takes effort and time to bring the concept to life,” he said. says Hartley. “As this progresses, it will be important for brands and agencies to work on viability while preparing for the possibilities.”
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