In an era where contextual advertising and personalized experiences are crucial, brands and agencies face the challenge of delivering highly relevant creatives while respecting user privacy. Today, we delve into how Seedtag, under the guidance of Fernando, is spearheading a groundbreaking solution to this ongoing industry problem.
Seedtag has developed a cutting-edge generative AI capability for contextual dynamic creatives. By seamlessly integrating their proprietary contextual AI, Liz, with generative AI platforms, Seedtag empowers brands and agencies to modify original creatives and ensure they seamlessly blend with the webpage’s context. This innovative approach not only enhances consumer engagement but also prioritizes privacy by avoiding the use of personal data.
In our interview with Fernando, he shares insights into how Seedtag’s generative AI capability leverages deep learning, computer vision, and natural language processing to create tailored creatives that resonate with audiences.
Read on to know more!
Can you provide an overview of Seedtag’s new generative AI capability for contextual dynamic creatives and how it enhances the advertising experience for brands and agencies?
By integrating our proprietary contextual AI Liz with generative AI platforms, we can modify the original creatives supplied by the client, ensuring that they integrate seamlessly with the context on the webpage in which they will be displayed. This can be done by expanding the image or including elements related to the context, keeping the majority of the asset provided by the client.
This allows us to deliver highly relevant creatives that are seamlessly integrated within the right context, ensuring consumers have an even stronger engagement with brands. Our approach prioritizes privacy, ensuring personalized advertising that respects and avoids using personal data.
How does Seedtag’s generative AI capability, integrated into the Liz platform, leverage deep learning, computer vision, and natural language processing to create tailored creatives?
Liz, our Contextual AI technology, already leverages Deep Learning, Computer Vision, and Natural Language Processing capabilities that allow us to deliver ads on relevant websites that target suitable audiences in the open web, without the use of cookies.
The next step in this evolution is our ability to modify creatives to better fit within the context of a page thanks to the integration of Liz with generative AI platforms. We’re pioneering the use of generative AI in campaign creatives, which allows us to resonate with consumers even further, and drive better results for our clients.
Could you explain how Seedtag’s generative AI technology aligns the context of articles with the creatives, and why this alignment is important for ad effectiveness?
Effective advertising distinguishes itself from the competition by using unexpected formats and resources. And this is precisely what Generative AI creatives offer. With the ability to generate multiple versions of the same ad, brands can maximize their impact and adapt their original creatives to fit within a diverse range of contexts. This flexibility not only saves time and resources for the brand’s creative studio but also ensures a seamless fit within the environment that hosts their creatives.
The news mentions that Seedtag’s design team oversees every AI-generated creative. Could you elaborate on the role of the design team and how it ensures creative integrity while leveraging AI technology?
Seedtag’s in-house design team goes through a rigorous creative validation process so advertisers can be confident that they will receive tailored, highly impactful creatives that convey their brand’s message effectively, while also staying true to the values of the brand. It’s important to mention that we are not generating creatives from scratch, but instead modifying existing creatives that the brand provides, ensuring they fit even better within the context that hosts them. Then our design team adds a touch of enchantment with captivating animations and interactions that effortlessly captivate and entice the user to focus on the advertisement. We don’t want generative AI to replace designers, and creative teams will continue to play a key role in the design process.
How does Seedtag’s contextual AI platform, Liz, contribute to the effectiveness of the generative AI capability? Can you provide some examples of the insights and prompts it offers to modify creatives?
We have trained our Contextual AI, Liz, to create the right prompts or instructions for the generative AI platforms based on the analysis of the context where the creative will be placed. The insights extracted from this analysis allow us to develop a detailed creative strategy alongside our brands, helping us create high-impact contextual creatives for the different contexts Liz identifies, and placing them where users will be most receptive.
For example, Liz could make a prompt to modify an ad for a car to fit within a “family” context. The resulting creative may see the car placed outside a family home.
As VP of Design, how do you ensure that Seedtag’s generative AI capability maintains a high level of creativity and avoids generating repetitive or generic ads?
To clarify, we rely on external Generative AI platforms that are integrated with our Contextual AI, Liz. We make sure the prompts Liz creates are always differentiated and perfectly aligned with the context of every ad. That ensures there aren’t repetitive or generic ads. However, as I mentioned before, Seedtag’s in-house design team ensures every creative is of the expected design standard and perfectly aligned with the brand’s campaign objectives. Furthermore, we don’t generate a whole new ad, we keep the majority of the clients.
Can you discuss any challenges or limitations that Seedtag encountered during the development and integration of the generative AI capability? How were these overcome?
Although initially, we contemplated leveraging generative AI to create ad creatives entirely from scratch using prompts generated by Liz, we soon realized that this approach didn’t align with the brands’ strategic requirements. Furthermore, we recognized that achieving the desired level of quality would be challenging. However, this realization led us to appreciate the true value of utilizing generative AI to enhance existing creative elements or expand the background. By adopting this approach, we can uphold exceptional quality standards and develop rich contextual creatives.
With Seedtag’s international presence and diverse client base, how do cultural differences and regional preferences influence the generative AI capability’s adaptability and effectiveness?
We are a global company, so we have experience working with clients from various industries and every size. Every advertiser has a unique set of needs and requirements so for us, it is essential to be flexible and motivated for every project. It’s important to mention that Generative AI platforms utilize prompts generated by Liz to produce images, which are already positively influenced by cultural biases stemming from the analysis of contextual articles within a specific country. Then we work closely with the clients, tailoring our approach to their requirements, and efficiently assisting them in overcoming their challenges.
Can you discuss any ongoing research or development projects at Seedtag that are focused on advancing the capabilities of the generative AI technology or enhancing the contextual advertising experience?
At Seedtag, we are continuously enhancing our AI capabilities and innovating to address the challenges advertisers are facing. While we are excited about our ongoing projects, we prefer not to disclose specific details at this time. However, rest assured that significant developments are on the horizon. Stay tuned for exciting updates in the near future!
As someone with extensive experience in the advertising industry, what trends do you foresee in the field of contextual advertising and AI-powered creatives in the coming years? How is Seedtag prepared to stay at the forefront of these trends?
It’s clear that contextual is here to stay, and that AI will continue to play a key role as it continues to grow in importance. New technologies will allow the improvement of what we do so far and ensure the best quality. Now with the new technologies, it should be easier either to train new models or to retrain old models and make sure they are always up to date.
On the other hand, the fact that almost anyone can use AI models will allow the democratization of the use of these technologies. This democratization in companies in the sector will facilitate interaction between different teams. And, this in turn will lead to the development of new and improved products, new contextual products among those. These should allow us to better convey the message to the audience and align the creative as much as possible with the environment in which it is served.
Tune in to MTC Podcast for visionary Martech Trends.
Fernando Pascual, Vice President of Design at Seedtag
With a wealth of experience in the fields of design and creativity, Fernando Pascual is VP of Design at Seedtag. Having graduated with a bachelor’s in Multimedia & Graphic Design from the ESI and a master’s degree in Art Direction from Zink Project, Fernando has developed wide-ranging expertise across both offline and online advertising. He has worked across a number of international publishers and agencies, including McCann Worldgroup, where he served as Art Director. He later became head of Rich Media at the media firm Aller Media, allowing him to continue to develop creatively and gain knowledge of digital platforms. He joined Seedtag in 2020, using his experience in leadership and creativity to lead its design department and power its contextual creatives. LinkedIn.