This is a free excerpt from the AdNews April issue. To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.
Imagine a world where you have a conversation with your phone when you want a lift home from the pub, ask your fridge to have a glass of cold water waiting for you upon your arrival and your alarm has been set to allow you an extra hour’s kip.
Google can and the opportunities for marketers are limitless, scary and exciting. That’s the view of the company’s managing director Jason Pellegrino. Pellegrino has just been named a keynote speaker at the AdNews Media + Marketing Summit – Sydney - in May.
Tickets are on sale now. Check out the rest of the line up.
The voice of artificial intelligence
Google’s next big bet on digital media is artificial intelligence (AI) and machine learning. In a similar vein to the company’s mobile−first overhaul in 2009, AI capability is being engineered into the heart of every product the company offers.
Pellegrino on walled gardens
Google and Facebook are often criticised for operating closed marketplaces around their user data – often derided as ‘walled gardens’. Pellegrino thinks Facebook is more of a culprit in that sense, but argues ‘walled garden’ is a blunt term that’s “thrown around” and fails to fairly reflect the “details of the business we operate in”.
The brand safety problem
Pellegrino accepts there is a brand safety perception problem with programmatically traded digital media, but believes the threat is exaggerated.
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