With the deprecation of cookies on the horizon, contextual AI is making a comeback in advertising. Lisa Giacosa, Chief Investment Officer at Spark Foundry, discusses the resurgence of context in a video interview with Beet.TV. In her conversation with Beet.TV, Giacosa emphasizes the importance of considering the holistic human being when targeting individuals with specific products through video advertising. Factors like the screen the viewer is on, their location, device, mindset, and whether they are at home or outside all play a role in determining the right context for ads.
For example, a local plumber’s ad is more relevant when the viewer is at home rather than in a hotel room. Spark Foundry sees the potential of generative AI and contextual AI in bringing art and science together in advertising. Giacosa is excited about the opportunity to bring more relevance and value to advertising through these technologies, enabling faster market operations. She believes that this year’s Cannes Lions festival will be focused on exploring what the future holds for AI in advertising. The video interview is part of Beet.TV’s Leadership Series titled “The Power of Context: Driving Attention to Intention in a Privacy-First Era,” presented by Seedtag.
