US EditionAdvertisers Must Swap Sledgehammers for Scalpels: Index Exchange’s Zovighian on AI Ads – Beet.TV
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Advertisers Must Swap Sledgehammers for Scalpels: Index Exchange’s Zovighian on AI Ads – Beet.TV
The advertising toolkit is undergoing a radical overhaul. Blunt instruments are rapidly giving way to precision tools, capable of dissecting campaign performance with unprecedented granularity. The imperative for advertisers is to “embrace the change,” according to Paul Zovighian, VP, marketplaces, Index Exchange. He pointed to the rise of companies using artificial intelligence to refine their campaigns, a stark contrast to older methods. Zovig…
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