AI has the potential to automate point tasks in the existing ad management chain and even to transform the entire way media is transacted.
The data and addressability of digital combined with the reach of linear is a powerful advertising proposition – albeit one media publishers have yet to master. One challenge is managing the complexity of distributing linear and VOD content onto multiple platforms. Adding AI into the mix promises to streamline the whole system and even to make ads more personalised and targeted than ever.
“AI is nascent in the industry,” says Rhys McLachlan, Director of Advanced Advertising at UK commercial broadcaster ITV. “There’s a lot of hype around it. In some respects, rightly so. In other respects, it’s a classic Gartner lifecycle curve. We need to be wary that the opportunities are maybe slightly overinflated versus what it can practically deliver in terms of value.”...
You are not signed in
Only registered users can read the rest of this article.
IBC Accelerators in review: From ideas to prototypes to blueprints for the future
IBC2025’s Accelerator cohort delivered some of the most ambitious demonstrations yet, featuring AI-driven production workflows, a radical rethinking of ultra-low latency streaming, and even live private 5G networks flying in an ultralight aircraft. IBC365 hears from a handful of projects to learn about life after the show.
Particle advice: How real is the Quantum apocalypse?
While Google forges ahead with unlocking the potential of its Willow quantum computing chip, cybersecurity experts warn that further breakthroughs in the field could catch a digital ecosystem built on crypto security off guard. Adrian Pennington reports.
Content Everywhere: A look back at 2025
As the year draws to a close, it seems an opportune time to ask Content Everywhere companies for their views on the top trends in 2025. As always, key industry players have been keen to respond with comments and views on how the past year shaped up both for them and the wider industry.
Broadcast AV design brings Blockchain show to life
Tasked with running two simultaneous live broadcasts from the Blockchain Life trade show in Dubai, Oasis Studio looked to create a flexible, redundant production workflow, offering a timely showcase of broadcast AV systems in action.
Poacher turned gamekeeper: Netflix rules, for now
Netflix raids Hollywood to land a giant of old media, but having offered billions over the odds for ageing IP, would a smarter play have involved the creator economy?
Registered users only: Login
