00:06et je vous retrouve au coeur de ces Cannes Lions au coeur de la ville de Cannes d'ailleurs pour
00:11cette série de vidéos d'interviews grâce à notre partenaire Dailymotion Advertising. Scott hi
00:18thank you for having us here. Bonjour. I have a few questions for you. What are the latest
00:27updates for publishers and how will Gemini AI models be integrated into your flagship into
00:35your products like Google ad manager I think you are a Google ad manager expert thank you very much
00:42so yes I think right now if you think about the level of complexity that publishers are dealing
00:48with in the industry it feels like we're reaching a completely new high and there's there's certainly
00:53the potential for folks to think about AI as another variable just to manage but we want AI
01:00to simplify rather than complicate so we recently launched our ask ad manager which is a conversational
01:06natural language agent powered by Gemini within Google ad manager that now enables publishers to
01:14troubleshoot issues produce campaign performance reports and draw insights all in a matter of
01:20seconds so that's a huge leap forward for our publishers and I think it's also fair to say
01:25that there's a significant amount of transformation complexity that's going on people are thinking
01:29about agentic buying and selling and we're focusing on that as well and what's the purpose behind
01:34this all this to gain time to you know to to be more effective so I think there's two things
01:41when you
01:42think about AI transformation so one is sort of how you use artificial intelligence to look at your
01:48operations and produce more efficacy higher levels of efficiency and better customer results right
01:54but the other piece which I think is far more interesting is thinking about how you use artificial
01:58intelligence to reimagine or re-architect a complete new future because there's things today that
02:04we've always assumed we can't do that artificial intelligence will enable us to do
02:10ok thank you beyond beyond all the product announcements I want to have your vision
02:19on AI as well within the advertising industry and to you how does it transform the industry and for
02:30publishers of course and you know transform all the ad space yeah so I think the AI transformation is
02:38des opportunités sur le board.
02:41Quand on pensez aux publishers,
02:43on pensez aux AI dans trois différents éléments.
02:45CREATION, DISTRIBUTION,
02:46et PERSONALIZATION.
02:48AI unlocks l'opportunité
02:50de créer interactions
02:52pour users que nous n'avons jamais pensé avant,
02:54différentes ways de coordonnées.
02:56DISTRIBUTION means que AI
02:58can help you deliver a wholistic
02:59content delivery experience
03:01to users across wherever they happen to be,
03:03whether it's a website, or an app,
03:05or audio, or CTV, or what have you.
03:08And then finally, personalization is really
03:09critical, because users today
03:11want that personalized experience.
03:13They want to be immersed. They want it to be directly
03:15related to them. And AI can help
03:17deliver that, which then helps the final
03:19piece, which is monetization.
03:21If you have a great personalized experience, both
03:23on the creation, the content side,
03:25and on the advertising side, that's great for
03:27monetization. I think the other thing to talk
03:29about is there's a lot of talk about agentic buying
03:31and selling in the marketplace today.
03:33So there's lots of agencies and publishers
03:34thinking about that. When we think about
03:37that opportunity,
03:38we think of four main principles.
03:41So the first is, it has to
03:42drive yield for partners. There's a concern
03:45that this is going to be a race to the bottom,
03:47but yield needs to be absolutely
03:48paramount for publishers. The second thing
03:51is, speed is essential.
03:52The technology has to act fast, it has to act
03:55quickly, has to be able to react quite
03:56quickly to changing briefs, changing requirements,
03:59etc. The third is, connection to the business context
04:03of the publisher. So this is
04:05connections to your CRM system, your yield
04:07management system, any other enterprise
04:09solutions that help you make business decisions.
04:11And the final point, which may be the most
04:13important, is human governance
04:16architected into the solution.
04:17So humans need to set the boundaries,
04:20set the distribution criteria, and sort of
04:22lay out the pathway for AI to operate.
04:24But humans are always in the loop.
04:26they're at the controls as well.
04:28I have a question about specific,
04:32specificities, sorry, across regions,
04:35because it's different, one region to another.
04:39How does the approach to AI differ across
04:43all these global regions?
04:46For sure. So I think maybe there's two ways
04:48to think about this. One is the size
04:50and complexity of the publisher, and then
04:52maybe a regional perspective. So from a
04:54publisher perspective, I think for small and medium
04:57publishers, AI is an enabling
04:59force that will, to some extent,
05:01level the playing field. They'll be able to
05:03do things that they could never do before
05:04for their users. It'll enable them to
05:07optimize, yield, create unique
05:09customer interaction experiences.
05:11That'll be great for them. For very large
05:13partners, it's a bit of a different story.
05:15They have multiple complex modalities
05:17of how they're interacting with their users
05:19across, again, CTV, app, audio,
05:21what have you, maybe multiple different publications.
05:24And the tendency there is they may
05:25have individual AI silos.
05:28So the real question for them is,
05:29how do you have a strategic AI framework
05:31that guides what you're doing across the entire
05:33enterprise? Obviously, things like
05:35enterprise level security, super important
05:37for them. From a regional perspective,
05:39there's just interesting differences here.
05:41In APAC and in perhaps Vietnam,
05:43China, India in particular,
05:45the AI change is really being driven
05:47by consumers engaging in AI-enabled experiences.
05:51And so for publishers in that region
05:53and frankly for publishers anywhere,
05:54if you want to engage those users,
05:56you have to meet them where they are.
05:58So what is your AI-enabled experience going to be?
06:01Within Europe, I think there's a lot of
06:02excitement around AI transformation,
06:04but there's really a question around
06:07how can innovation be made sustainable?
06:09So things around like,
06:11how do we have frameworks and transparency
06:13and also sort of equitable distribution
06:15of value across the entire ecosystem?
06:18But again, I think when you boil it all down,
06:21I think the most important thing
06:22for people to ask themselves is,
06:24am I using AI to think about
06:25how I optimize what I've already done?
06:28Or do I think about AI as a way
06:30to architect a future,
06:31something that we never even thought of before?
06:34Okay, I have another question
06:36like that around publishers,
06:39because do you think that
06:41we often talk about
06:44premium ads talking to publishers?
06:46Do you think that publishers
06:48have to be more and more premium
06:51to deliver this kind of ads?
06:53So I think, first of all,
06:55premium is in the eye of the beholder.
06:57It sort of depends on who you ask.
06:58In my mind, a premium experience,
07:00especially with AI as a technology,
07:03moves towards that highly personalized,
07:06highly interactive,
07:08highly immersive experience, right?
07:09And so I think, if you think about the history
07:12of content and ads,
07:13it's been very much, I have a block of content
07:16and I have an ad next to it,
07:17whether it's a pre-roll, post-roll on video
07:19or a website or what have you.
07:21And I think there's a future where
07:24content and advertising is much
07:25more closely linked.
07:27And as a user, we want things that are highly
07:29relevant, highly engaging for us.
07:31And so I think that's what a premium ads experience
07:34is going to look like.
07:34super exciting because it means agencies, advertisers,
07:38and publishers are going to have to work together
07:40and leverage that new technology
07:42to create experiences that users are just loving.
07:45Thank you very much, Scott.
07:47Absolutely. Thank you very much, too.
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