TechTalk Live:  Leveraging AI technology and tools to deliver revenue growth

Event Partner - Relevant Digital

Key Takeaways

• Generative AI is evolving user expectations – both in terms of personalisation but also increasingly in the ability to engage conversationally and to have a deeper experience that deepens based on previous interactions.
• Get things in market and start testing. Rather than spending countless hours in meetings to develop the perfect end tool, there’s huge value in having a rough-and-ready prototype that you can experiment with rather than discovering after the fact that your solution isn’t fit for your audience’s needs.
• Personalisation and regionalisation of your content and the user experience are invaluable in driving subscription growth and audience engagement – and AI tools are keys to unlocking this.
• It’s hard to compete with the full funnel measurement of big platforms. So how can we push closed-loop measurement to clients and agencies to compete with that and find ways to provide signals into bid streams that gives buyers an insight into the broader value that publishers can offer.
• If you get the governance behind AI right, everything else flows naturally and you can create a decision-making tree that is rooted in your values to guide the development and implementation process.
• AI is created by humans, and we ourselves are biased – meaning that AI itself reinforces these biases. We need a mix of new technology to address this, as well as comprehensive training to help people mitigate this. Without human oversight, AI loses its moral compass.
• Publishers should be more transparent about how content is labelled. Greater nuance – such as showing that an article idea came from humans, generated by AI, and edited by humans – allows us to be clear about our safeguards and continue building audience trust and the usage of audience trust in a more positive manner.

TechTalk Live: Future proofing your audience and data strategies in a changing regulatory environment

Event Partner: UKOM

Key Takeaways

• Transparency is key to building trust – with audience, but also with advertisers and other industry partners.
• Publishers need to balance their responsibilities as stewards of personal data with strategic priorities regarding audience and revenue growth. The solutions we have regarding consent are often imperfect still, but they provide a foundation which we can use to iterate and improve.
• It can be hard to sell a pure compliance project internally, but if you’re embarking on any project with your data, there’s a real opportunity to build compliance into the work that you’re doing.
• The ICO is in the process of running a consultation regarding a proposed reform to PECR to look at what new exemptions might look like and how they could be designed to allow commercially viable advertising for ‘reject all’ users – whilst still giving users choice and control over their data.
• Ease, scale, and agility is the name of the game as publishers continue to find new ways to partner effectively with clients. Reliable, consented data is vital to delivering impact and to providing robust measurement that demonstrate the real outcomes delivered.
• Data cleanrooms provide a privacy-compliant opportunity for publishers to collaborate on highly targeted campaigns. Evidence shows that brands see far more web traffic aligned to this data-matching solution than from typical advertising, whilst consumers receive relevance when they’re looking for support during the purchasing process.

Interested in promoting your tech solution to an audience of publishing decision-makers?

There are a limited number of opportunities for publishing tech solutions providers to participate in the agenda and to promote your solutions to our publisher audience. Please contact Chloe.lambert@ukaop.org if you’d like to find out more!