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Google, Meta and large media agencies Havas, Horizon are increasingly focused on, and investing in, AI-powered advertising

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The ways in which artificial intelligence will underpin online ad growth are coming into sharper focus.

It follows a myriad of ad agencies, ad tech vendors and platforms all talking up their game plans and visions for this technology in recent weeks. And based on what’s already been shared it seems that anything that can be automated when it comes to how ad campaigns are planned and bought will be.

Indeed, GroupM recently estimated that 90% of digital ad campaigns will be influenced by AI by 2027, per an analyst note from New Street Research’s Dan Salmon.

Given AI is already being widely used at media agencies to do a multitude of tasks from dynamic creative optimization through to brand safety guarantees, its application over the next five years will be predicated on depth as well as breadth.

Take Havas, for example. It has historically used AI and machine learning technologies for lower funnel performance optimization tasks. Now, its trying to embed the technology throughout more phases of the campaign process.

“At HMG, we want to move to a place in the next 2-3 years where we are applying AI in our agency to optimize all media buys, to create custom algorithms within a bidder, to identify the right training modules for a planner, make manual tasks like filling out our timesheets far more automated, and much more,” said Mike Bregman, chief data officer at Havas Media Group.

To be clear, this doesn’t mean that AI is necessarily going to rapidly take away sector jobs. Nor does it mean that media agencies are going to be upended by machines. Rather, all signs seem to suggest that AI is simply taking over the mundane aspects of media selection and trading — as most machines do.

Horizon Media is a case in point. The media agency launched an AI-based predictive analytics tool last month it said was designed to boost e-commerce sales by 20% for clients.

Omnicom is also investing in AI. Last week, DDB announced a new hybrid creative platform called RAND focused on developing and implementing new AI technologies for creative processes. RAND will also be a formal center based in Sweden, and DDB is hiring creative technologists and people with machine learning experience to help build new creative augmentation tools.

Although past tech explosions sometimes felt foreign to the agency’s DNA as a creative agency, DDB EMEA Chief Strategy Officer George Strakhov said AI is worth investing in because it is the “fundamentally next step in the creative process.” As media buying becomes more optimized and personalized, Strakhov said it’ll become even more important for generative AI to help creative producers develop enough content to meet that demand. However, he said it’s important to also think about a key question: What are marketers optimizing for?

“Naturally, you optimize for what you can measure, and right now it’s mostly attribution,” Strakhov said. “But if you only optimize for the immediate action, the immediate click-through, you run a danger of TikTokifying everything, which is everything is just going to be whatever makes you watch. And I don’t think that’s where we want to go.”

Agencies that don’t have their own proprietary models will likely want to work with various AI vendors, noted Nicole Greene, senior director analyst in Gartner’s marketing practice. She added that research around choice architecture and the role it plays in nudging people toward various actions is both “exciting and scary at the same time.”

“AI is in everything and I don’t think marketers and agencies really fully understand how much AI permeates our lives,” said Greene. “How quickly ChatGPT has advanced has really brought this to the forefront.”

Of course, online platforms are also increasingly touting the AI capabilities of their various ad products — something that the CEOs for Google, Meta, Snapchat and Microsoft all made sure to brightly underscore in their most recent calls to analysts. They were so keen to talk about AI that it was mentioned 105 times in total across those sessions. Some of these mentions were more focused on tools that are closer to machine learning than true AI, but it’s clear what the end goal is.

Nicola Mendelsohn, vp of the global business group at Meta summed it up when she told Digiday: “I think more and more advertisers are starting to say to us, ’Now we get what you’ve been saying about how AI is going to play a really crucial role in the future of content creation and also consumption for users, creators and businesses’.”

This sort of pitch from platforms gets lapped up by marketers. Indeed, Meta’s Advantage+ Suite, which is a set of machine-learning-based technologies that help marketers automate all steps of a campaign, is one of its fastest growing products. The same goes for Google’s Performance Max tool that uses machine learning to automate targeting, creative decisions and placement of marketers’ ad dollars across all of Google’s ecosystem. The company’s chief business officer Philipp Schindler talked up its importance on its earnings call last week.

Still it’s not all upside. There are caveats to this story. Namely, the black box nature that underlines a lot of these technologies. Take the solutions proposed by Google and Meta. Sure, the performance of these products speaks for themselves, but therein lies the problem. Whether its Advantage+ or Performance Max, marketers have to cede control over their advertising to them and trust the AI without being able to verify its outcomes are correct.

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Canada’s Denis Shapovalov wins Belgrade Open for his second ATP Tour title

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BELGRADE, Serbia – Canada’s Denis Shapovalov is back in the winner’s circle.

The 25-year-old Shapovalov beat Serbia’s Hamad Medjedovic 6-4, 6-4 in the Belgrade Open final on Saturday.

It’s Shapovalov’s second ATP Tour title after winning the Stockholm Open in 2019. He is the first Canadian to win an ATP Tour-level title this season.

His last appearance in a tournament final was in Vienna in 2022.

Shapovalov missed the second half of last season due to injury and spent most of this year regaining his best level of play.

He came through qualifying in Belgrade and dropped just one set on his way to winning the trophy.

Shapovalov’s best results this season were at ATP 500 events in Washington and Basel, where he reached the quarterfinals.

Medjedovic was playing in his first-ever ATP Tour final.

The 21-year-old, who won the Next Gen ATP Finals presented by PIF title last year, ends 2024 holding a 9-8 tour-level record on the season.

This report by The Canadian Press was first published Nov. 9, 2024.

The Canadian Press. All rights reserved.



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Talks to resume in B.C. port dispute in bid to end multi-day lockout

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VANCOUVER – Contract negotiations resume today in Vancouver in a labour dispute that has paralyzed container cargo shipping at British Columbia’s ports since Monday.

The BC Maritime Employers Association and International Longshore and Warehouse Union Local 514 are scheduled to meet for the next three days in mediated talks to try to break a deadlock in negotiations.

The union, which represents more than 700 longshore supervisors at ports, including Vancouver, Prince Rupert and Nanaimo, has been without a contract since March last year.

The latest talks come after employers locked out workers in response to what it said was “strike activity” by union members.

The start of the lockout was then followed by several days of no engagement between the two parties, prompting federal Labour Minister Steven MacKinnon to speak with leaders on both sides, asking them to restart talks.

MacKinnon had said that the talks were “progressing at an insufficient pace, indicating a concerning absence of urgency from the parties involved” — a sentiment echoed by several business groups across Canada.

In a joint letter, more than 100 organizations, including the Canadian Chamber of Commerce, Business Council of Canada and associations representing industries from automotive and fertilizer to retail and mining, urged the government to do whatever it takes to end the work stoppage.

“While we acknowledge efforts to continue with mediation, parties have not been able to come to a negotiated agreement,” the letter says. “So, the federal government must take decisive action, using every tool at its disposal to resolve this dispute and limit the damage caused by this disruption.

“We simply cannot afford to once again put Canadian businesses at risk, which in turn puts Canadian livelihoods at risk.”

In the meantime, the union says it has filed a complaint to the Canada Industrial Relations Board against the employers, alleging the association threatened to pull existing conditions out of the last contract in direct contact with its members.

“The BCMEA is trying to undermine the union by attempting to turn members against its democratically elected leadership and bargaining committee — despite the fact that the BCMEA knows full well we received a 96 per cent mandate to take job action if needed,” union president Frank Morena said in a statement.

The employers have responded by calling the complaint “another meritless claim,” adding the final offer to the union that includes a 19.2 per cent wage increase over a four-year term remains on the table.

“The final offer has been on the table for over a week and represents a fair and balanced proposal for employees, and if accepted would end this dispute,” the employers’ statement says. “The offer does not require any concessions from the union.”

The union says the offer does not address the key issue of staffing requirement at the terminals as the port introduces more automation to cargo loading and unloading, which could potentially require fewer workers to operate than older systems.

The Port of Vancouver is the largest in Canada and has seen a number of labour disruptions, including two instances involving the rail and grain storage sectors earlier this year.

A 13-day strike by another group of workers at the port last year resulted in the disruption of a significant amount of shipping and trade.

This report by The Canadian Press was first published Nov. 9, 2024.

The Canadian Press. All rights reserved.



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The Royal Canadian Legion turns to Amazon for annual poppy campaign boost

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The Royal Canadian Legion says a new partnership with e-commerce giant Amazon is helping boost its veterans’ fund, and will hopefully expand its donor base in the digital world.

Since the Oct. 25 launch of its Amazon.ca storefront, the legion says it has received nearly 10,000 orders for poppies.

Online shoppers can order lapel poppies on Amazon in exchange for donations or buy items such as “We Remember” lawn signs, Remembrance Day pins and other accessories, with all proceeds going to the legion’s Poppy Trust Fund for Canadian veterans and their families.

Nujma Bond, the legion’s national spokesperson, said the organization sees this move as keeping up with modern purchasing habits.

“As the world around us evolves we have been looking at different ways to distribute poppies and to make it easier for people to access them,” she said in an interview.

“This is definitely a way to reach a wider number of Canadians of all ages. And certainly younger Canadians are much more active on the web, on social media in general, so we’re also engaging in that way.”

Al Plume, a member of a legion branch in Trenton, Ont., said the online store can also help with outreach to veterans who are far from home.

“For veterans that are overseas and are away, (or) can’t get to a store they can order them online, it’s Amazon.” Plume said.

Plume spent 35 years in the military with the Royal Engineers, and retired eight years ago. He said making sure veterans are looked after is his passion.

“I’ve seen the struggles that our veterans have had with Veterans Affairs … and that’s why I got involved, with making sure that the people get to them and help the veterans with their paperwork.”

But the message about the Amazon storefront didn’t appear to reach all of the legion’s locations, with volunteers at Branch 179 on Vancouver’s Commercial Drive saying they hadn’t heard about the online push.

Holly Paddon, the branch’s poppy campaign co-ordinator and bartender, said the Amazon partnership never came up in meetings with other legion volunteers and officials.

“I work at the legion, I work with the Vancouver poppy office and I go to the meetings for the Vancouver poppy campaign — which includes all the legions in Vancouver — and not once has this been mentioned,” she said.

Paddon said the initiative is a great idea, but she would like to have known more about it.

The legion also sells a larger collection of items at poppystore.ca.

This report by The Canadian Press was first published Nov. 9, 2024.

The Canadian Press. All rights reserved.



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