- RTB House unveiled a recent generative artificial intelligence (AI) solution that leverages first-party publisher data to provide marketers with more precise consumer insights, according to a press release.
- The ad-tech firm is positioning the product, called ContentGPT, as a response to the pending deprecation of third-party cookies. ContentGPT’s underlying technology goals to unlock a deeper understanding of content and user interests than conventional context-based targeting and audience classification methods.
- RTB House said it’s well-equipped to handle the size challenges related to managing generative AI trained on the open web thanks to its experience with sophisticated real-time bidding solutions. More ad-tech providers could launch proprietary generative AI within the months ahead as marketers test out concrete applications of the emergent technology.
ContentGPT is meant to enhance several points of RTB House’s programmatic product suite. The generative AI tool will support the real-time bidding specialist’s core performance-oriented services, together with improving accuracy in content targeting through its AdLook buying platform and audience segmentation through its PrimeAudience solution. These upgrades anticipate the deprecation of third-party cookies in Google Chrome next 12 months, a long-awaited change that nevertheless is anticipated to alter the basics of digital marketing.
ContentGPT is built off of generative pre-trained transformers (GPTs) and enormous language models (LLMs), taking a page from massively popular software like OpenAI’s ChatGPT. The tool scrapes reams of first-party publisher data from across the open web to higher key brands into consumer interests and their intent when visiting an internet page, delivering a level of nuance that’s superior to conventional context-based targeting, per RTB House.
“Our vision is to develop into open online marketing leaders and ContentGPT is a vital part to achieve it,” said Michael Lamb, who joined RTB House as chief business officer in October, in a press statement. “Ultra-accurate understanding of content across the open web is crucial for programmatic promoting, so we’re proud to be on the forefront of ensuring that brands can capitalise on this data.”
ChatGPT has sparked a rush of investments into the generative AI category since launching a 12 months ago, with more proprietary offerings now starting to crop up within the promoting space. Generative AI is thought for carrying high costs and computational demands, but RTB House believes it is ready to shoulder those burdens given its expertise with deep-learning algorithms for programmatic media-buying.
RTB House has played an lively role within the cookie phaseout conversation. The programmatic shop is a partner on Google’s Privacy Sandbox initiative dedicated to testing out alternatives to the bedrock ad-targeting tactic. In February, the Polish-based company warned that the cookie transition timeline may very well be further delayed if more publishers and ad-tech vendors, particularly on the provision side, didn’t test out Google’s FLEDGE auction, which was later rebranded because the Protected Audience API.
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