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Artificial intelligence and machine learning have long been familiar concepts to programmatic advertisers, who have been integrating AI tools into their strategies well before the widespread recognition of innovations like ChatGPT. These AI algorithms have facilitated the automation of tasks that previously demanded human intelligence, such as the intricate processes of ad inventory buying and selling. Through programmatic ad campaigns, advertisers can now competitively bid on ad placements and continuously refine digital marketing strategies in real-time. This dynamic approach enhances operational efficiency and maximizes the ROI for advertising expenditures. 

However, the digital advertising landscape is experiencing a new wave of disruption thanks to the emergence of generative AI. This includes advanced chatbots such as ChatGPT and text-to-image models like Stable Diffusion.  

These AI platforms possess an exceptional ability to mimic human thought processes, discern intricate patterns, and even engage in predictive analytics. As a result, they are rapidly establishing themselves as indispensable tools within contemporary business workflows. 

Prominent global advertisers, exemplified by industry giants like Coca-Cola, are already embracing the potential of AI. As leading brands adopt AI-driven strategies, the wider industry tends to follow suit. This prompts an exploration of the current status of AI within programmatic advertising and piques curiosity about its prospective trajectories in the times ahead. 

Contemporary Utilizations of AI in Programmatic Advertising 

AI tools have emerged as valuable allies, empowering advertisers to achieve superior ad positioning, precision targeting, and comprehensive data-driven analyses for refined campaign optimization. A prime illustration of this lies in the application of machine learning algorithms, operating subtly in the background to fine-tune data across an array of critical dimensions. These encompass: 

Strategic optimization across these dimensions not only heightens operational efficiency but also propels the realization of campaign KPIs, all while furnishing transparent reporting mechanisms. The visual representation below aptly demonstrates how AI plays a pivotal role in enhancing CPM efficiency, thereby yielding cost savings for the advertiser. Moreover, AI is harnessed within programmatic advertising to craft high-impact audience segments that harmonize seamlessly with your campaign objectives, ensuring that advertisements are channeled towards individuals with the highest likelihood of conversion. 

Programmatic algorithms undertake audience segmentation exclusively when it is ascertained that this action will heighten campaign efficacy. Subsequently, they gauge the performance of each segment, culling any that fail to bolster campaign effectiveness. 

Concluding this AI-driven process, programmatic ads imbued with AI dynamically adapt digital creative elements to showcase pertinent content contingent upon webpage context, user cues, and intentions. 

How Generative AI Influences Programmatic Advertising 

The Future Landscape of AI-Driven Programmatic Advertising 

As the evolution of AI technology marches onward, programmatic advertisers are poised to harness its potential in novel and ingenious ways. Here are seven burgeoning AI trends that are poised to flourish within the programmatic advertising domain in the forthcoming years: 

Emergence of Generative AI 

The ascent of generative AI, empowered by machine learning algorithms, will grant advertisers the ability to create fresh content, encompassing ad copy and creative assets. As this technology matures, advertisers are likely to increasingly employ it to automate ad creation and testing tailored to specific personas. This agile approach will empower marketers to swiftly and effectively develop and iterate upon innovative ad concepts.  

However, this advancement also brings about a challenge in terms of brand safety, as it facilitates the replication of ads. Consequently, the demand for original content is projected to grow, as the quality of generative AI's output hinges on the quality of input. Hence, acquiring expertise in advanced prompting techniques and utilizing input data to extract original outcomes from generative AI will become a pivotal skill for advertisers. 

Pervasive Personalization at Scale 

The ascendancy of generative AI also opens the door for brands to tap into comprehensive mass personalization. This technology streamlines the process, enabling businesses to produce personalized content without manual content creation or design. Drawing from copious data, generative AI molds personalized content that resonates with individual recipients, thereby bolstering relevancy. This heightened accuracy in personalization contributes to amplified campaign efficacy. 

Precision Targeting Amplified 

AI and machine learning will wield an even more profound influence on the trajectory of programmatic advertising targeting. Currently pivotal in audience targeting, these technologies empower advertisers to reach distinct segments and tailor campaigns for optimal engagement and conversion rates. By analyzing demographics, browsing patterns, and interactions, machine learning algorithms continually hone targeting strategies, resulting in refined programmatic media buying. The future promises even more advanced machine learning techniques, potentially ushering in even more precise and efficient programmatic advertising targeting. 

AI-Powered Planning 

AI is already making its presence felt in the campaign planning phase for certain ad agencies. This trend is likely to gain traction in the years to come, enabling advertisers to achieve outcomes that were previously unattainable due to data volume constraints or extended delivery times. 

Elevated Quality Assurance 

AI is poised to elevate advertisers' quality assurance processes. Notably, some existing systems and platforms lack sufficient controls, warnings, or triggers to signal anomalies. AI's prowess in identifying outliers is progressively improving, which can be instrumental in identifying errors before they escalate into major issues. 

Augmented User Privacy 

Amid growing concerns about user privacy, AI will assume a pivotal role. New regulations concerning Personally Identifiable Information (PIIs) will significantly impact the industry, as they play a critical role in audience identification for targeting and measurement. In response, advertisers can harness natural language processing to surmount this challenge, identifying customer sentiment and journeys to enable cohort or topic-based targeting. 

AI Placement 

Programmatic advertising has revolutionized the way digital ad space is bought and sold, with Artificial Intelligence at its core, driving efficiency and optimization. AI in programmatic advertising, including at Adello, works by utilizing vast amounts of data to automate the decision-making process for ad placements. Through real-time bidding algorithms, AI evaluates millions of impressions in milliseconds, assessing factors like user behavior, content context, historical data, and more. This ensures that ads are displayed to the most relevant audience at the most opportune time. By continuously learning from this data, AI enhances targeting precision maximizes return on investment, and reduces wasted ad spend, making ad campaigns more effective and efficient. 

Navigating Ethical Frontiers 

The rapid strides in AI technology raise ethical quandaries, necessitating advertisers to navigate user data, privacy compliance, and consent responsibly. The development of fresh industry guidelines and regulations is imperative to ensure ethical practices that strike a harmonious balance between personalization and user privacy. Moving ahead, endeavors to address algorithmic biases and ensure transparency in ad placement and automated processes are likely to unfold, bolstering consumer trust in the process. 

The synergy between AI and programmatic advertising presents immense possibilities for the future. As privacy regulations become more stringent, AI will leverage extensive datasets to provide exquisitely tailored advertisements while upholding user privacy protocols. 

Also, AI will persist in enhancing and refining every facet of your digital marketing strategy, spanning from initial strategy development and planning to the optimization phase and subsequent analytics. This collaborative integration will enable prudent allocation of advertising budgets and amplify the returns garnered from your campaigns. 

When the concept of artificial intelligence first emerged, it was generally envisioned as a loyal companion for humans. However, the notion that AI could evolve into a competitor, or even a threat or enemy, has been intertwined with the idea of AI since its very inception. It's plausible that if AI reaches a certain level of sophistication, it might begin to view humans as competitors, given its potential superiority in various tasks and decision-making processes. AI is simply faster, smarter, and more efficient than a human brain, which is affected by various individual factors, like emotions, experiences, personal background, and others.  

Just a few years ago, the notion that AI could write a coherent article or generate images nearly indistinguishable from real ones seemed rather distant. While we all understood that such capabilities were part of the future, it felt like a far-off reality. In 2022-2023, generative AI technologies have skyrocketed. Indeed, AI has already supplanted many copywriters and illustrators, changing the landscape of these professions. AI has become an indispensable tool for many content creators, to the extent that removing it now would feel like taking a step back into the Stone Age in terms of technological capability.  

If AI tools have achieved a significant shift in different fields in such a short period, what can we expect in the near future, let's say in 2 years? Relying on the Law of Accelerating Returns, which claims that technology is evolving in an exponential manner, in a couple of years, AI will drastically change the landscape of many professions. Looking at historical events, AI's fast development can be compared with the appearance of the computer and how it has changed different industries and economics in general.  

Competition with humans 

Some critics argue that generative AI excels only at producing mediocre creative content. They point out that Chat-GPT text can be uninspiring and that AI art programs have trouble depicting details like a convincing human hand. And in these critiques, they have a valid point. Nevertheless, the range of the latest research claims the opposite. 

The first study from Wharton compared ChatGPT-4 with students in an innovation class for generating business ideas. The AI outperformed the students in quality and cost, even garnering higher purchase intent from judges.  

A second study on sustainable business ideas found AI and human-generated concepts were similar in quality, but AI excelled in feasibility and impact.  

The third study focused on creative writing and showed that AI-assisted humans wrote more interesting stories. However, AI was less effective for highly creative people and generated fewer diverse ideas. 

According to the research at hand, a distinct stratification materializes: foundational to this hierarchy are individuals engaged in creative endeavors, succeeded by AI technologies, culminating with extraordinarily creative individuals at the apex. What implications does this have? 

While artificial intelligence may outperform the average person in specific creative tasks, the paramount demand within the creative industries remains for individuals with exceptional talent, expertise, and creative intuition. Just as Steve Jobs envisioned the computer as a 'bicycle for the brain,' AI should not be viewed as a rival but rather as an amplifier for human creativity. In this schema, AI is a tool that augments, rather than replaces, the irreplaceable nuances of human ingenuity. 

AI creativity

How to make an AI a bicycle for creativity 

The phrase "a bicycle for creativity" captures the idea of a tool that can amplify human creativity, making it easier to get from idea to implementation. Making AI a "bicycle for creativity" means utilizing its capabilities to enhance human creativity rather than replace it. 

Step 1: Identify Marketing Bottlenecks 

Start by identifying areas where creativity is key but often gets stuck. This could be in campaign ideation, audience segmentation, or even content creation. Knowing where AI can help most effectively will inform your next steps. 

Step 2: Select Appropriate AI Tools 

There are AI tools tailored specifically for marketing tasks, such as AI-driven analytics platforms, content generators, and customer segmentation tools. Choose the ones that can fill the gaps you've identified. For instance, if you struggle with creating compelling content, a tool like ChatGPT could be valuable. 

Step 3: Seamlessly Integrate AI 

Once you've selected your tools, integrate them into your existing workflows. For example, you can use AI to pre-analyze market trends before brainstorming campaign ideas. This would offer more targeted and effective brainstorming sessions. 

Step 4: Human + AI Collaboration 

The goal isn't to let AI take over the creative process but to use it to enhance human creativity. AI can generate initial concepts or analyze data, but human intuition and creativity should take these ideas to the next level. A marketer could take AI-generated content and imbue it with brand voice or use AI-driven data to brainstorm innovative marketing strategies. 

Step 5: Evaluate and Tweak 

After running a campaign or completing a project, evaluate the effectiveness of the AI-human collaboration. What worked? What didn't? Use this feedback for future endeavors. 

Step 6: Showcase Your Skills 

Being proficient with AI tools and knowing how to use them to amplify creativity can be a major career booster. Document your successes and be ready to demonstrate how you've used AI to achieve results. Whether it's through case studies or actual metrics, showing that you can effectively combine human creativity with AI will make you stand out in your field. 

Step 7: Stay Updated 

AI tools and capabilities are constantly evolving. Stay up-to-date with the latest advancements to continue leveraging AI effectively for creative marketing. 

By achieving a nuanced symbiosis between artificial intelligence and human creativity within the marketing sphere, you not only elevate the efficacy of your existing campaigns but also establish yourself as an avant-garde professional strategically positioned for upward career mobility. Furthermore, it's crucial to underscore that technology, rather than being an object of apprehension, should be embraced as a catalytic enabler of creative potential. Thus, by harmonizing human ingenuity with AI's capabilities, one doesn't just adapt to the future but actively shapes it. 

Did you know that YouTube users collectively watch over 1 billion hours of video every day? As the second largest search engine on the web, YouTube's influence is undeniable. With availability in 80 languages and accessibility in more than 100 countries, its reach is truly global. Notably, 62% of businesses have recognized the platform's potential and leveraged it for marketing, sales, and educational endeavors. Today, YouTube has remained one of the largest and most visited websites on the internet, making its ad platform highly sought after by advertisers worldwide. 

Reasons for success and efficiency

As for why YouTube ads are so efficient and popular, there are several factors contributing to their success:

Massive Reach

YouTube boasts a user base of 2 billion individuals, a remarkable increase from its 800 million users back in 2012. This vast audience allows advertisers to reach a diverse and widespread demographic.

Engaging Content Format

YouTube video ads are more engaging and captivating than traditional banner or text ads. They allow for storytelling, demonstrations, and creativity, making them more memorable and impactful for viewers.

Targeting Capabilities

YouTube offers wide targeting options for advertisers to reach specific audiences based on demographics, interests, search behavior, and more. 

Mobile Compatibility

With the rise of mobile usage, YouTube's mobile app has become incredibly popular, allowing advertisers to reach users on their smartphones and tablets.

Integration with Google Ads

As YouTube is part of Google's advertising ecosystem, it allows advertisers to leverage the vast data and tools available in Google Ads to optimize their YouTube ad campaigns effectively.

User Interaction

YouTube ads often include interactive elements, such as clickable links and call-to-action overlays, enabling viewers to take immediate action, leading to higher engagement and conversions.

Ad Format Variety:

YouTube offers various ad formats, such as skippable, non-skippable, bumper, and more, catering to different campaign objectives and budgets.

User-Generated Content

YouTube's popularity also stems from its vast library of user-generated content, which regularly attracts users to the platform. This consistent traffic flow creates more opportunities for ads to reach potential customers.

Ad Placement Flexibility

Advertisers can choose where to place their ads, whether in search results, on videos from specific channels, or as pre-roll or mid-roll ads on popular videos.


But is YouTube a solution for your business as a preferred ad channel? To stay realistic, you must be warned about several things before considering YouTube as a promotional platform.

Ad Blockers

Many users find YouTube ads annoying and employ ad blockers to skip or block ads on YouTube, reducing the reach of your ads.

Skip Option

Users can often skip ads after a few seconds, which means your message might not be fully conveyed if users choose to skip.

Viewer Attention

With the abundance of content available on YouTube, grabbing and maintaining viewer attention can be challenging, leading to lower engagement rates.

Competitive Landscape

As more advertisers use YouTube, competition for ad space can increase, driving up costs and making it harder to stand out.

Conversion Challenges

While YouTube ads can increase brand awareness, converting viewers into actual customers might require additional steps or strategies beyond the ad itself.

Limited Message

The short duration of most ads might limit your ability to convey complex or detailed messages effectively.

Limited Targeting Precision

While YouTube offers various targeting options, it might not be as precise as some other advertising platforms, potentially leading to less relevant impressions.

Dependency on Video Content

YouTube ads rely heavily on video content. If your brand or product isn't naturally suited to video format, it could be challenging to create effective ads.

Brand Safety

Advertisers don't have complete control over the content their ads are shown alongside, which can lead to issues of brand safety if the content is inappropriate or controversial.

YouTube Advertising

Should I exclude YouTube as a marketing platform?

The short answer is no. Despite these challenges, YouTube's vast user base and advanced targeting capabilities make it a compelling platform for advertisers, requiring them to refine strategies to overcome these obstacles and ensure successful campaigns.

Then How can I optimize my YouTube video advertising?

Some programmatic adtech providers offer advanced targeting options, allowing advertisers to deliver video ads to highly specific and relevant audiences. 

​​Earlier this month, Adello announced the launch of YouTube GP, AI-powered contextual advertising for YouTube. You can now leverage GP's accurate and brand-appropriate targeting to precisely place your advertisements on the YouTube platform. The standout feature of GP lies in its accuracy, which typically leads to 3x higher engagements.

GP uses the power of generative AI to run over millions of videos to analyze and rank them based on dialogues, channels, metadata, engagement, links and more. With GP, you can target specific keywords, celebrity names, places, actions, objects and company logos. Achieve new levels of efficiency and boost viewer engagement with GP!

YouTube ads are poised to undergo significant transformations to enhance their effectiveness and engagement. With technological advancements, YouTube will likely refine its targeting capabilities, utilizing machine learning and AI to deliver highly personalized ad experiences. This will enable advertisers to reach specific niche audiences based on individual preferences, behaviors, and interests. 

In the future, YouTube may introduce interactive and shoppable ad formats, allowing viewers to engage directly with ads, make purchases, and explore products without leaving the platform. 

Undoubtedly, YouTube's future as an advertising platform will be shaped by technological developments, user behaviors, and ongoing efforts to provide better ad experiences for viewers and advertisers alike. Adello, a seasoned expert in the programmatic ad space, can help you craft impactful video campaigns that deliver real results. Contact us to turn your vision into success!

It is not a secret that programmatic ad spend is experiencing growth year after year. However, not everyone acknowledges that this is largely due to the dominance of video advertising. Insider Intelligence's research reveals that video will be the driving force behind over 96% of programmatic ad spending growth this year.

Why is video ad booming?

Video's captivating and immersive nature has led to higher engagement rates, making it a highly effective medium for ad campaigns. This happens for several reasons:

Engaging and Captivating

Video ads provide a visually compelling and immersive experience for viewers, capturing their attention more effectively than static ad formats. The dynamic nature of video allows for storytelling and emotional connection, making it a powerful tool for advertisers.

Higher Engagement Rates

Video ads typically generate higher engagement rates, including click-through and completion rates. Viewers are more likely to interact with video ads, leading to better campaign performance and return on investment.

Growing Consumption of Online Video

The popularity of online video content has exploded in recent years, driven by the rise of social media, video streaming platforms, and mobile devices. As consumers spend more time watching videos online, advertisers have recognized the potential to reach their target audiences through video ads.

Mobile Dominance 

Mobile devices have become the primary medium for accessing online content, including video. With the increasing prevalence of smartphones and mobile internet usage, advertisers are leveraging video ads to connect with users on the go.

Advanced Targeting Capabilities

Programmatic advertising offers sophisticated targeting options, allowing advertisers to deliver video ads to highly specific and relevant audiences. Earlier this month, Adello announced the launch of YouTube GP, advanced contextual advertising for YouTube. Leverage GP's accurate and brand-appropriate targeting functionalities to confidently showcase your advertisements on the YouTube platform. The standout feature of GP lies in its seamless integration within YouTube, effortlessly interfacing with standard tracking systems. Unlike conventional YouTube promotions, GP transcends superficial targeting by penetrating into Audience segmentation, contextual channel alignment, dialogue comprehension, brand relevance, activities correlation, and keyword optimization. With GP at your disposal, your YouTube ad campaign has the potential to attain unparalleled levels of efficiency and viewer engagement.This precision targeting enhances the effectiveness of video campaigns.


Nevertheless, this growth presents challenges for web publishers as well. Some display ad dollars diverge towards the rapidly expanding retail media network category, leaving web publishers with a diminishing share of the pie. Those without a direct sales team, relying on multiple SSPs to monetize impressions, will feel the impact most intensely. 

As the programmatic advertising ecosystem evolves, strategic adaptation becomes crucial for publishers to maintain a strong position in this dynamic market. Navigating these challenges will be essential for sustainable success in the ever-evolving programmatic advertising landscape.

One particularly significant hurdle is the limitation posed by conventional targeting options, which primarily revolve around basic criteria like channel descriptions. This approach falls short of capturing the nuanced intricacies that shape viewer engagement and preferences. Advertisers often find themselves missing out on a wealth of valuable insights that lie within the content itself—such as dialogues, tags, and contextual features. These content-centric attributes play a pivotal role in gauging audience receptivity and resonance, yet they are frequently overlooked by traditional targeting methodologies. Thus, advertisers are left navigating a landscape where their campaigns might not align optimally with the content's essence, leading to suboptimal reach and engagement. 

The Real Pivot to Video: Programmatic Ad Spend Surges, Leaving Display Behind

The future forecast 

The future of video in programmatic advertising looks promising and will likely continue its upward trajectory. Several trends are shaping its future:


Video ads will become more personalized, leveraging data and artificial intelligence to deliver highly tailored content to individual viewers. This level of personalization will further enhance viewer engagement and ad effectiveness.

Interactive Video

Interactive video ads, where viewers can engage with the content, make choices, or explore additional information, will become more prevalent. This interactive approach will foster deeper engagement and create a more memorable ad experience.

Augmented Reality and Virtual Reality

AR and VR technologies will likely be integrated into video ads, providing immersive and interactive experiences for viewers. Advertisers will explore new ways to leverage these technologies for storytelling and brand engagement. Adello has a number of examples of VR video creative in the creative gallery

Short-Form Video

As attention spans decrease, short-form video ads, such as vertical videos for mobile devices, will become more popular. These bite-sized ads are better suited for capturing viewers' attention quickly and delivering concise messages.

Cross-Platform Integration

Video ads will seamlessly integrate across various platforms, including social media, connected TVs, and streaming services. Advertisers will optimize video content for each platform to ensure consistent brand messaging.

Addressing Privacy Concerns

With increasing privacy regulations, advertisers will need to find a balance between personalized targeting and consumer data protection. Contextual advertising and consent-based targeting will gain importance.

In the constantly-changing digital advertising world, Programmatic ad spend has surged ahead, leaving traditional Display methods in its wake. Video programmatic advertising has emerged as the dominant force, reshaping the marketing landscape. Video has become a popular format for advertisements, and Adello is a trusted expert in this field. With their wealth of experience, Adello is prepared to help you create impactful video campaigns that produce real results. Trust in Adello to turn your vision into a success. 

Seize the power of video programmatic advertising today - partner with Adello to unlock unparalleled marketing potential for your brand.

August 17, 2023, Tokyo, Japan and Zürich, Switzerland - FreakOut and Adello sign an exclusive partnership to launch GP in Europe.

FreakOut, one of Asia's largest AdTech solution providers, and Adello, a leading Swiss/US mobile AdTech provider, agree on an exclusive partnership, after a successful collaboration in Southeast Asia. Under the terms of the collaboration, the two companies will launch the innovative technology offering of “GP” – contextual YouTube advertising – across Europe.

About FreakOut Holdings

FreakOut is an innovative ad tech solution provider with products for display, video, YouTube ads and digital signage. FreakOut's digital advertising solutions are meticulously designed to help clients advertise their brands and products across all stages of the marketing funnel.

Headquartered in Tokyo, FreakOut has offices in Japan, Asia and North America.

GP is a part of FreakOut Holdings, Inc., which is listed on the Tokyo Stock Exchange (TSE:6094). For more information, visit

About Adello

Adello, a leading Swiss/US AdTech provider, leverages real-time human behavior analytics with fully automated, self-learning technology for maximum mobile marketing ROI. Global market research agency Technavio ranks Adello’s technology, which is protected by several patents and has won over 20 awards, among the Top 16 in Big Data worldwide.

Customers of Adello include hundreds of the world's leading brands and agencies, such as BMW, Clear Channel, GroupM, McDonald's, SBB and UBS. Adello serves clients worldwide with offices in Europe, Asia and North America. Adello is a Swisscom Ventures portfolio company.

In 2022, the company has spun out activities around emerging Metaverse technologies such as the Blockchain, Gaming, Crypto/NFT under the company Lab51 Inc.

For more information, visit and

As we know, some social media appear, like BeReal, and some vanish from our eyes, like Tumblr. Some become more popular, like TikTok, and some are considered old-fashioned, like Facebook. Surprisingly, Twitter has managed to sustain its popularity and relevance for a significant period of time. Its minimalist design, centered around short messages, continues to be fashionable, contributing to the platform's thriving social media presence.

The blue bird has witnessed a whirlwind of transformations this past year, all thanks to Elon Musk's acquisition of the platform. From the introduction of paid subscriptions (Twitter Blue) with verification to revamped layoffs for Twitter employees, the changes were undeniable.

But here's the twist: many users weren't exactly thrilled with these alterations. The final straw came when users discovered they were now limited to a mere 6000 posts per day, sparking widespread frustration. People started to believe that Musk's influence would forever alter the essence of Twitter, prompting them to explore alternatives like Mastodon.

However, in the midst of this upheaval, Mark Zuckerberg extended a daring invitation to Elon Musk, challenging him to a head-to-head battle. Not stopping there, Zuckerberg's Meta even released Threads, a brand-new Twitter-like platform that promises to shake up the scene.

What isThreads?

Threads is a new app developed by the Instagram team, offering a dedicated space for sharing text updates and engaging in public conversations. Users can log in using their Instagram accounts, and posts can include links, photos, and videos up to 5 minutes long.

With a vision to shape the future of the internet, Meta aims to make Threads compatible with open, interoperable social networks. Mark Zuckerberg's announcement of Threads introduces a separate platform for real-time updates and public discussions, allowing users to follow friends and creators. The app incorporates existing safety and user controls, ensuring a positive and creative space for expression.

Threads provides a seamless login experience through Instagram accounts, and users under 16 (or 18 in certain countries) have private profiles by default. The feed features posts from accounts followed and recommended content from new creators. Users have control over mentions and replies, with the ability to filter out specific words and utilize safety tools like blocking or reporting profiles. Meta's plans for Threads include compatibility with the ActivityPub protocol, enabling connections with other apps such as Mastodon and WordPress.

Elon strikes back

Elon Musk's Twitter is reportedly considering legal action against Meta, the parent company of Facebook, over its newly launched social media app, Threads.

Musk's personal lawyer, Alex Spiro, sent a formal letter to Mark Zuckerberg, alleging that Meta used Twitter's trade secrets and intellectual property to develop Threads. The letter also claimed that Meta had hired former Twitter employees who had improperly retained confidential documents.

It suggested that Meta had engaged in unauthorized data scraping activities. A Meta spokesperson denied these claims, stating that no Threads engineering team members were former Twitter employees and that Threads is powered by Instagram. Musk responded to the news by emphasizing the importance of fair competition:

"Competition is fine, cheating is not."

The public tension between Musk and Zuckerberg has been escalating recently, with both trading jabs and challenges. It is worth noting that Musk previously attempted to back out of acquiring Twitter, but later accepted the deal.

QR code technology has become incredibly familiar and is now a standard part of advertising and product experiences. In order to keep track of car parts, a Japanese company first created QR codes in 1994. But they became popular later when people started using smartphones with good cameras. Once people started using smartphones, QR codes became more popular because they could hold a lot of information, such as website links, contact details, or even pictures and videos.

Nowadays, you see QR codes everywhere! They are used for things like scanning to make payments with your phone, checking in at places, or even getting information about a product or event. They became even more popular during the COVID-19 pandemic because they were used for contact tracing.

A new generation of QR

The rapid development of AI has given QR codes a new lease on life. 

A student has come up with a model for Stable Diffusion that generates images with embedded QR codes. The project was shared in a blog post by a graduate from the Chinese University of Communication, using the pseudonym ciaochaos. According to ciaochaos, a few years ago, he and a fellow student came up with a generator for "beautiful QR codes" called QRBFT.

Although the project eventually stalled, ciaochaos decided to revive the idea by taking an image generated by a neural network and applying parameters for QR code recognition. As ciaochaos writes, the idea of "embedding" QR codes into beautiful images had been brewing for a while, but suitable tools were not available until now, with the popularity of neural networks for image generation.

To create the QR code generation model, ciaochaos used Stable Diffusion. They trained the model for extension to a neural network called ControlNet with the assistance of several students and teachers from the university. After training the test model, ciaochaos used different combinations of checkpoints and LoRa (secondary models for precise parameter adjustment) to obtain images with QR codes.

New Generation of QR Codes: Art Meets Technology (and how to make your own)

How to create artistic QR Codes

Step 1: Join the server

To create this QR code, you can use the QuickQR Art AI  generator. For that, you need a Discord account and do not need to download anything extra.

The generator offers 25 free test generations. After that, the subscription will cost $9 per month, allowing you to generate 1000 QR codes and remove the watermark from the images.

Developers often provide free generations when they fix bugs. So most likely, you won't be limited to just 25 QR codes. While we were writing the article and testing different codes, we generated around 50 of them without being asked for any money.

Step 2: Generate regular QR Codes

Use any of the free services that create a QR code. However, we still recommend making a standard QR code because overlaying art on top of the code is already a sufficient "burden" for its recognition. The simpler your code is, the more likely the AI will handle the task. Save the QR code in PNG format.

Step 3: Let's get creative

In the left panel, on the Image Generation tab, you will see several bots with the same name, pixelml-bot. You can choose any of them; they are identical and are only used to distinguish user traffic. Then, in the message field, type the command /qrart, and the following template will appear:

QR Code - Image Generation Tab
Photo from

In the qr_code field, upload the QR code we generated earlier. The next step is to write a prompt (a description of your future image).

Feel free to experiment with the ControlNet settings in order to manipulate the results based on the given prompt, adjusting the control weights to either decrease or increase their influence.

This technique tends to yield more favorable outcomes when working with smaller QR codes that have a high level of fault tolerance.

Embrace the creative process and remember that persistence pays off when crafting your desired image through multiple attempts.

We hope you found this post enjoyable!

Artificial Intelligence has rapidly emerged as a valuable tool for advertisers and marketers, revolutionizing the industry with its capabilities. However, amidst the advancements, a darker side has emerged, revealing the potential abuse and negative consequences of AI technology. 

In a concerning revelation, a recent report by the NewsGuard has exposed a troublesome trend within the advertising industry. It unveils a situation where advertisements for blue-chip brands are unintentionally appearing on websites generated by unreliable AI systems. This discovery has raised significant concerns regarding the effectiveness of ad placements and the urgent need for enhanced safeguards in the digital advertising ecosystem.

Unintended consequences: AI-generated sites

The automation of website creation through advanced AI technology has had unintended consequences, as certain AI-generated sites lack necessary quality control measures. This has led to ads from reputable blue-chip brands being displayed on questionable platforms, putting brand safety at stake and impacting the advertiser-consumer relationship. Urgent collaboration among stakeholders is needed to establish robust quality control measures and create a safer advertising ecosystem that protects brands and consumers.

Implications for brand reputation

The presence of blue-chip brand advertisements on unreliable sites has far-reaching implications for brand reputation. Brands that invest substantial resources into crafting their image and ensuring brand safety are unwittingly exposed to risks when their ads appear alongside low-quality or potentially harmful content. 

Challenges of ensuring ad placement accuracy

Ensuring accurate ad placements poses significant challenges due to the scale and complexity of digital advertising. Manually reviewing and approving every website where ads are displayed is impractical, given the vast number of websites and constant content updates. Automated processes, powered by algorithms and AI, play a crucial role but struggle to keep up with the dynamic nature of the internet and user-generated content. To address these challenges, industry stakeholders continuously refine algorithms, employ ad verification systems, forge partnerships with trusted publishers, and leverage data analytics. Balancing automation with human oversight is crucial for delivering effective and relevant ad experiences while maintaining brand safety in the ever-evolving digital advertising landscape.

Industry response

The advertising industry has not remained passive in the face of this issue. One of the way to remain safe is choosing Demand Side Platforms for your marketing campaign. Demand Side Platforms (DSPs) in the programmatic advertising industry are dedicated to enhancing brand safety capabilities and targeting options.

One of their key strategies involves the integration of advanced brand safety filters, meticulously scanning websites and content to ensure ad placements align with brand values. By preventing ads from appearing alongside harmful or inappropriate content, DSPs protect brands from potential reputational risks. Also, DSPs form partnerships with reputable third-party ad verification companies, granting them access to databases of flagged websites and content, allowing for well-informed ad placement decisions.

To offer advertisers more control over their ad placements, DSPs provide the flexibility of creating custom whitelists and blacklists. This empowers advertisers to curate approved and blocked websites, ensuring their ads only appear on trusted and relevant platforms. DSPs prioritize ad viewability and implement fraud prevention measures to combat ad fraud effectively. By employing cutting-edge technologies, DSPs ensure that ads are displayed in viewable positions to real human users, while detecting and mitigating fraudulent impressions, thus optimizing ad spending.

DSPs leverage contextual and behavioral targeting options to refine audience segmentation. Contextual targeting matches ads to contextually relevant content, while behavioral targeting enables advertisers to reach specific audience segments based on their online behavior and interests. This enables advertisers to connect with audiences more effectively and improve the overall performance of their ad campaigns.

With a commitment to data privacy compliance, DSPs protect user data and follow data protection regulations. They uphold ethical practices, allowing advertisers to target audiences without compromising personal information. Through transparent reporting and analytics, DSPs provide advertisers with insights into ad performance, brand safety metrics, and audience engagement. This transparency empowers advertisers to evaluate the effectiveness of their campaigns and make data-driven decisions.

DSPs also actively collaborate with industry stakeholders, including publishers, advertisers, ad networks, and industry associations, to develop and adhere to best practices for brand safety and targeting. These collaborative efforts contribute to a more secure and trustworthy advertising ecosystem. By continuously implementing these strategies, DSPs work to offer advertisers a safer and more effective platform to reach their target audiences while safeguarding their brand reputation.

Unreliable AI-Generated Sites Displaying Ads for Blue-Chip Brands

The future of ad placement: ensuring brand safety

Ensuring brand safety in the evolving landscape of ad placement is crucial for industry players. Vigilance and adaptability are necessary as the digital advertising environment continues to change. This involves monitoring ad placements, conducting regular audits, utilizing advanced tools, and collaborating with advertising networks and publishers. Staying informed about emerging trends, fostering transparency, and establishing strict guidelines are key to maintaining brand reputation and consumer trust in the digital advertising ecosystem.

If your choice fell on the programmatic advertising, you must choose a trustworthy Demand Side Platform for your ad campaigns to ensure brand safety, effective ad targeting, and overall success. A reliable DSP will implement robust brand safety measures, combat ad fraud, and offer precise audience targeting options based on user behavior and demographics. Trustworthy DSPs prioritize ad viewability, comply with data privacy regulations, and provide transparent reporting and analytics for better campaign optimization. With their industry experience, reputation, and customer support, reputable DSPs play a crucial role in delivering successful ad campaigns, maximizing ROI, and fostering strong relationships between brands and their target audiences.

In order to safeguard their reputation and ensure ad placements in trustworthy environments, brands must adopt stricter guidelines, leverage advanced technologies, and foster collaboration within the digital advertising industry. By implementing proactive measures, such as robust quality control processes, comprehensive brand safety policies, and advanced ad verification systems, brands can mitigate the risks associated with ad misplacements. Collaboration among advertisers, agencies, ad networks, and publishers is essential for sharing best practices, addressing emerging challenges, and establishing industry-wide standards. By collectively working towards a safer and more reliable digital advertising ecosystem, the industry can instill confidence in both advertisers and consumers, fostering long-term trust and sustainable growth.

With the fast growth of AI technologies on the market, the question of whether AI is the Savior or the Grim Reaper for marketers is inescapable. Previously, we had a discussion about whether AI could write a symphony or if AI would replace creative jobs. But the recent success of AI innovations has sparked new debates: what if (in the near or far future) AI will replace marketers? Is it time soon to bid farewell to the marketing teams?

Recently, on social media, we spotted lots of posts on how to gain AI plugins and programs that can be a good alternative to the marketing routine that we used for AI-generated texts, blog posts, images, and designs with minimal human intervention. It sounds like a recipe for lightning-fast, efficient work, potentially reducing the need for a large marketing team. Should marketers be on guard?

Arguments Against it

Believe it or not, AI has been a trusted companion to marketers for quite some time, and not only with ChatGPT. From AI-driven advertising optimization to analytics tools, the industry has embraced its power.

But let's set the record straight: AI won't render marketers obsolete (at least not in the near future). Here's why:

The first reason is that marketers possess that unique blend of intuition and experience, making decisions that elude the grasp of neural networks.

Also, marketing thrives on creativity, demanding innovative ideas. While neural networks spot trends, it's the human mind that crafts captivating content and generates fresh concepts.

Don’t forget that marketers excel at understanding people, building relationships, and responding to their needs. This invaluable human touch remains beyond the reach of neural networks.

Lastly, marketers wear multiple hats, from devising strategies to analyzing competitors and managing projects. Neural networks can lend a hand, but they can't replace the multifaceted marketer. That is why the replacement of marketers by computers is not looming over us yet. No matter how fast and versatile AI may be, it cannot function without human management. There will always be a need for someone to formulate and adjust queries and check and edit the results.


Throughout history, technology and scalability have triumphed over skill, rendering some professions obsolete while birthing new ones. It's the natural ebb and flow of the market.

Nevertheless, for the job market is on the brink of transformation. By 2025, AI could already be replacing certain professions, as predicted by HubSpot. For instance, copywriting, once a coveted craft, is now feeling the winds of irrelevance thanks to the unstoppable rise of AI.

Even if the next five years bring minimal change to the job market, that doesn't mean that marketing careers will remain unscathed in the long run. Marketers should heed this warning: embrace the winds of change, upskill yourselves, and adapt to the AI revolution. To thrive, you must become masters of efficiency, wield AI as your ally, and stay competitive in a market that demands nothing less.

A friend or foe?

Uncertainty looms over the future, evoking a mix of fear and fascination. The advent of new technologies has always sparked trepidation among the masses. But here's the thing: we can not stop the relentless march of human evolution or the desire to minimize our toil. And the truth is that progress is unstoppable.

Technology evolves at an ever-accelerating pace, demanding that we, as a society, adapt to new realities and strive for continual improvement. We must surpass our former selves.

This very text you're reading is a testament to the harmonious partnership between AI and human ingenuity. A mere two years ago, such collaboration seemed unfathomable. Yet now, we witness the remarkable synergy that propels us toward an era of enhanced efficiency, speed, and comfort. Opportunities abound.

So, let’s see it as an occasion to celebrate new technology. But, as we forge ahead, let us not forget the cardinal rule: embrace and harness technology, but never abuse its power. May we navigate this brave new world with wisdom, balance, and an unwavering commitment to responsible innovation? Together, we can shape a future where humans and AI coexist, amplifying each other's strengths and propelling us toward uncharted frontiers.

In today’s customer-centric world, making your customers feel seen, understood, and valued is the ultimate goal. And the secret sauce? Tailoring your offerings to their interests, preferences, and past behaviors. When brands take this approach, the results are simply magical – increased engagement, loyalty, satisfaction, and trust. It’s a win-win situation!

Benefits of personalization

Let’s dive into the benefits of personalization:

Now that we understand the power of personalization, let’s explore the fundamental framework to get started. 

Captivating Customer Attention with the AIDA Model

For many marketers capturing and holding customer attention is the ultimate challenge. That’s where the AIDA model comes into play. This tried-and-true framework provides a strategic approach to guide marketers in capturing attention and driving customer engagement. Let’s discover how AIDA can revolutionize your marketing efforts.

What is AIDA

AIDA, an acronym for Attention, Interest, Desire, and Action, represents a four-step process that maps the customer’s journey from being a mere prospect to a converted customer. Each step plays a critical role in guiding customers through the sales funnel, nurturing their interest, and ultimately prompting action.


First and foremost, we have Attention. In this initial stage, the goal is to grab the customer’s attention amidst the sea of competing messages. Marketers must employ captivating headlines, eye-catching visuals, and compelling opening statements to make an instant impact. It’s all about breaking through the noise and piquing curiosity to make the customer stop, take notice, and engage further.

Idea 1: Personalized ad creatives

Personalized ad creatives have revolutionized the advertising landscape thanks to advancements in AI. These innovative rich-media banners leverage user data to suggest relevant products and deliver targeted ads based on location, interests, behaviors, and demographics. They appear on websites, social media platforms, and mobile apps, captivating audiences with tailored content.

For example, at Adello, we developed and patented AdCTRL™ for cookieless mobile advertisement targeting and continuously design new AI-powered interactive creatives to attract and retain user attention. 

One of the creatives developed for healthcare, skincare, cosmetic brands, beauty and fashion, and entertainment industries is #SmileForMe. With explicit user consent, it activates the camera and accurately detects emotions, age, gender and location to offer personalized beauty recommendations tailored to individual needs. 


Freshly out of the Creative Lab, Adello proudly presents the combination of GenerativeAI and mobile advertising in the new format - #ChatWithMe. This mobile ad creative, featuring ChatGPT integration, enables users to converse with a virtual assistant directly within the ad banner, answering questions and providing in-depth information about the advertised product or company. This personalized approach is expected to improve customer satisfaction, increase time spent on the ad, and higher conversion rates.


Another popular ad creative, especially among music-streaming services and concert and festival organizers, is Adello’s #ReadyPlayMe. This mobile ad creative delivers a tailor-made music experience based on users language, location, and demographics. This captivating and personalized approach resonates with users, driving higher engagement and boosting user acquisition for music streaming services.


Idea 2: Targeted advertising in social media

You might have noticed an increasing number of similar ads popping up after you view a specific product or service on your social media networks. These are the results of cookie-based targeting: while you’re watching your friends’ news or searching for information in business profiles, the social networks record your interests, geolocation, demographics, and online activities to pass on to advertisers to customize targeted ads.

Eneco, an energy supplier and producer, created a highly successful personalized quiz that was also effective on social media. Within just 6 weeks, they collected over 1000 email addresses through the quiz, 5 times more than their initial expectation.


Once you have customer attention, it’s time to spark interest. Personalization plays a crucial role in piquing curiosity and keeping customers engaged. By leveraging customer data, brands can deliver relevant and personalized content, product recommendations, or even interactive experiences. Imagine a website that dynamically showcases products based on the customer’s browsing history or a personalized email campaign that shares tailored content based on their interests. Personalization takes interest to a whole new level, making customers feel like you truly understand their needs.

Idea 3: Content on the website and landing pages

Based on the user and their online behavior, it is possible to customize the display of relevant information on a website, landing page, or blog. This option allows the page and calls to action to be tailored for visitors with different goals: make a purchase, get useful information, or read customer reviews. 

Not only the home page can be personalized: you can customize the display of unique content on internal pages, product cards, shopping carts, personal cabinets, and even on pages with promotions. 

NOTE: As the technology moves forward, it’s important to take privacy into consideration and look into cookieless methods of data collection. Examples include such data collection methods as contextual targeting, cohort-based targeting, and AI-powered algorithms that can analyze customer data and provide personalized content. Adello, for instance, has never used 3rd party cookies and relied on different methods of data collection. Moreover, cookieless methods provide personalized content at different stages of the customer journey, using contextual targeting to create awareness, cohort-based targeting to generate interest and desire, and AI-powered algorithms to convert interest and desire into action.

Some examples of brands that have been vocal about their cookieless initiatives include Microsoft, which has implemented a Universal Store identifier to track users across devices without relying on cookies.


Now that you have consumer attention and interest, it’s time to cultivate desire. Personalization enables brands to create a deep emotional connection with customers by showing them exactly how the product or service meets their unique needs. Whether it’s personalized product descriptions, customer testimonials from similar demographics, or even virtual try-on experiences, personalization fuels desire by demonstrating the value and relevance of the offering in a highly individualized way.

Idea 4: Product recommendations

To make it easier for visitors to interact with crowded product catalogs and increase the likelihood of a purchase, eCommerce projects implement product recommendations - personalized offers based on browsing history, online activity and previous purchases. Sales personalization often includes abandoned cart emails to bring the visitor back into the sales funnel and bring them to the point of completing a transaction.

Amazon’s recommendation algorithm is a game-changer in personalized marketing. The tool keeps evolving to offer more customized experiences, recommending products that align not only with the customer’s individual preferences but also different aspects of their personality. This approach cleverly nudges customers to make impulse purchases by showcasing products that match their interests.


The final step is to drive action. Personalization turbocharges this step by removing friction and making it easy for customers to take the desired action. From personalized calls-to-action to tailored promotions or incentives, brands can nudge customers towards making a purchase, signing up for a service, or taking any other desired action. Personalization ensures that the entire customer journey, from awareness to action, is seamless and frictionless, increasing the likelihood of conversion.

Idea 5: Mobile applications

Current OuterBox statistics for 2023 show that 79% of online purchases are made via smartphone. The volume of mobile traffic is growing, and with it, the technologies and marketing moves to increase sales through mobile applications.

Starbucks has mastered customer engagement with its gamified mobile app, which seamlessly integrates its rewards program with the ability to personalize and order drinks through the app. The success of the rewards program has led to a significant increase in revenue, with Starbucks reporting $2.56 billion in revenue. The app has also been responsible for driving approximately 6 million monthly sales, accounting for approximately 22% of all U.S. sales.

Idea 6: Purchase recommendations and post-purchase personalization offers

When it comes to boosting customer loyalty and revenue, two key strategies stand out: purchase recommendations and post-purchase personalization offers.

Purchase recommendations leverage data analysis and algorithms to suggest complementary or related products based on customers’ purchase history or browsing behavior. For example, Amazon’s “Frequently Bought Together” and “Customers Who Bought This Item Also Bought” sections undoubtfully increase the sales volume, enhance the shopping experience and increase the likelihood of repeat purchases.

Post-purchase personalization offers to deliver targeted promotions or incentives to customers after they’ve made a purchase. Companies like Sephora excel at this by offering personalized product samples, exclusive discounts, and beauty tips based on customers’ previous purchases. These tailored offers drive customer engagement, foster brand loyalty, and encourage future purchases.

This is how, thanks to personalization, brands can create more relevant and engaging experiences that increase customer loyalty, satisfaction, and trust in the brand. Personalization also makes product selection and purchase smoother by saving consumers time and effort, leading to a more positive customer experience and shorter decision time. However, keep in mind, it is important to use personalization features ethically and transparently, respecting consumer privacy and preferences.

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