Diarmuid Gill: prediction

Transcript context

…Cool. That's really interesting. Let's talk about creative a little bit. I think I'll do it. I'll invite you to help lead this part of the conversation. But it is interesting that we've made it this far and not really talked about creative. Obviously, there's a lot of different formats. I don't even know today if I guess a couple of ways at least I would want to come at this. One is like, I think the number I saw was Credo has 17,000 advertisers. In our experience at Waymark, we've kind of seen often lack of creative is one of the biggest barriers to new advertisers signing up with a platform like Criteo or for that matter, Meta or Google or what have you. I wonder if you see that similarly, like is that a core barrier to market expansion? And then obviously we're in this moment of like cost of creative of some quality is dropping precipitously. And I don't know if there is a dynamic layer to the creative. Like when we're doing these kind of matching auction prediction sort of things today, is creative an input to that decision making? Do advertisers have multiple creatives that you're sort of scoring or embedding and kind of using to drive outcomes? Or is that still a frontier where perhaps because they don't have enough options, you can't do that in many cases? I don't know for what other reason, but it seems like in the future, we sort of imagine everything's going to be highly personalized. The ads are going to be much more talking to us as individuals. It seems like you have the infrastructure to do that, but maybe just the creative is not there. What do you think is the future of creative? Yeah, I think that's one of the most exciting areas in the whole generative AI space. kind of the things that you can create with these next generation models, it's just insane. And I think they have the possibility to create even more engaging advertisements, right? You know, you talked to Nathan about the hyper-personalized, I think that's super, super powerful and people will see it and they go, wow, okay, that's exactly the product I'm looking for. And it kind of makes it much, much more interesting and much more engaging for them. The other part as well is, you touched on the point there, with this technology, we've the ability to democratize that content creation. So before where, you know, kind of the mid to long tail would have been very much cut out of the picture 'cause it was just out of their reach, out of their means to be able to create that high quality content, that is now becoming more and more accessible. Criteo recently launched a self-service product called Criteo Gold, and this is like, really make it easier and easier for those advertisers who are very often, sometimes much smaller, to be able to create very engaging campaigns with really great creatives that will help to drive and grow their business. That's super, super important. And it's really, really enabled by platforms like Waymark, who's a great partner of ours. Thanks for the shout out. We love it.…

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