Omnicom Media Group recently drafted an AI buying agents guide that explored the challenges with AI ad products from Meta and Google and it outlined a plan to collect more insights from those campaigns. OMG’s strategy paper delves into how major ad platforms should report which audiences were targeted, where ads ran and other performance details from the automated campaigns.
OMG turned its attention to “AI buying agents” through its Council on Accountability and Standards in Advertising (CASA). The premise is that advertisers have the right to decide where ads appear, determine the audience who sees their ads and know where ads were delivered, among other core principles, according to OMG’s report.
OMG also wants some guardrails for generative AI, which is being used to create ads. As the campaigns become automated, they need a greater variety of ad creative, and generative AI is being used to write copy, assemble product images and even video. Brands need confidence that generative AI adheres to their standards, OMG stated in its report.
“Automation in media buying is not a new thing, by any means; DSPs have been around for nearly 20 years,” OMG stated. “What is different and novel is that these new AI buying agents have a markedly higher degree of autonomy than previous generations of automation technology.”