Next steps for publishers seem to focus on AI-powered brand
safety and monetization features built into Google's ad platforms. The company on Thursday released several tools for publishers to help advertisers monetize campaigns and keep brands safe.
An AI-powered brand-safety feature, for example, learns from a publisher's standards and automatically blocks unwanted ads.
The brand-safety tool goes beyond set standards and preset
category restrictions to chart what the publisher prefers from historic data stored in the Ads
Review Center and then identifies unwanted ads that the technology will eventually block automatically to prevent ad fraud and scams.
While Google has integrated
brand-safety tools into its platforms for years, not all of Google's brand-safety tools are based purely on AI. However, AI and machine learning are fundamental to many of its operations and are increasingly being integrated into new features.
advertisement
advertisement
The
AI-focused updates are rolling out across Ad Manager, AdSense, and AdMob, and are intended to automate manual tasks.
One generative AI tool helps users create custom performance reports
by asking simple questions, and another powers a chat assistant support with onboarding and troubleshooting.
Monetizing unpredictable live inventory such as a football game in
overtime or an award show that is running over has historically been a technical and operational challenge for publishers, according to Google.
A new connected TV (CTV) live-biddable
solution for Ad Manager helps publishers make the most of high-viewership live events. Publishers can better understand their live-event audiences in real time at scale. The goal for this tool is to
give advertisers access to their most engaged audiences.
The "Buyer Direct" feature in Ad Manager is intended to support the industry’s shift toward more direct connections. It
combines the control of traditional direct deals with efficiencies of programmatic technology to make it easier for publishers and advertisers to work together.