Today’s news: Perplexity In Talks with Brands for Digital Ads Model; ITV Encourages Advertisers to Embrace GenAI; Roblox Building Walled Garden

AI search engine Perplexity is in talks with big brands regarding its new advertising model, which is due to launch this year in Q4. Brands involved in the talks reportedly include Nike and Marriott, according to the Financial Times. The move challenges Google’s yet unyielding dominance over the digital ads industry. Its new ad model will allow brands to bid for a sponsored question featuring an AI-generated answer already approved by the advertiser. Under the model, advertisers can expect to pay a CPM of more than USD$50 (£37.48) 

More in the world of AI: ITV has launched two new TV ads created by generative AI, with the aim of encouraging small businesses to consider TV advertising. This comes as broadcasters have been facing a significant decrease in advertisers looking to purchase TV ad inventory. For the campaigns, ITV worked with brands new to TV to illustrate how generative AI can make the medium much more accessible. An ad by Swansea-based travel company Travel House launched on Monday to viewers in Wales, while an ad by Newry-based Sheepbridge Interiors launched late last week to viewers in Northern Island. 

Meanwhile in the gaming landscape, Roblox is reportedly developing a walled garden for advertising by centralising ad buys in its own platform. Roblox hopes to get advertisers monetising directly through their own offerings, instead of through third-parties as has been prevalent. This follows changes to Roblox’s T&Cs over the past couple of years which have made it more difficult for advertisers to work with third-parties. 

ATS London Highlights 

ATS London: Putting Publishers Back in Control

ATS London: The New Power of Privacy

ATS London: How Has Precision Targeting Transformed?

ATS London: Discover the Reality of CTV

How Can We Navigate Ad Tech's Curation Revolution?

What Do 9,000 Brand Lift Studies Teach Us About Attention and Memory?

Is In-housing Your Retail Media Ad Tech the Path to Success?

ATS London 2024: How to Unleash the Full Potential of CTV

What it Means to be an SSP in 2024: Andrew Casale at ATS London

Because Advertising Matters: Jeff Green at ATS London 2024