Last October, PayPal an integration with OpenAI so that ChatGPT users could transact within the app. Apparently, PayPal is now ready to take that idea to other retailer chatbots. Of course, now that ChatGPT is making its foray into advertising , other LLMs and chatbots are bound to follow suit, if they haven't already done so. Walmart, for instance, rolled out ads in its generative AI agent Sparky earlier this month.
That's a line that will drive the linear hardcore into testing the more addressable medium. Easing these concerns, the study compared the reliability of each platform in delivering what was paid for. BVOD was found to be the least risky of all video channels, delivering 20% variance compared with the median return. This was closely followed by linear TV with a variability of 24%.
We don't need proof, says one short-seller out for the kill, because we finally have a good story to tell. Cooked books can be explained as simply a misalignment between the velocity of my vision and the velocity of regulation, according to the slippery fintech entrepreneur Whitney Halberstram. The gap in between is where smart people have always made money.
Viewers are no longer distinguishing between linear and digital - they are choosing to tune in to what they want, where, when and how they want to watch. We must now embrace a multi-currency future, and jointly drive innovation that ensures more accurate and complete measurement approaches. Measurement needs to accurately reflect the reality of audience trends for marketers to effectively allocate their advertising investments and serve the entire ecosystem. And that will require more than one solution.
Big TV networks and studios are finally shifting toward programmatic advertising - even for their linear TV spots. And this shift is attracting a new wave of advertisers and transforming what a typical TV ad break looks and feels like. For example, as reports, Comcast is starting to see net-new ad revenue growth from first-time TV advertisers. "The people coming in the door are small performance advertisers, but they've been doing social ads forever," says Travis Flood, Comcast Advertising's director of insights. "They don't have a TV ad."
