Navigating Digital Ad Tech for Small Businesses

Praveen Gujar, Director of Product at LinkedIn, joins SE Radio host Kanchan Shringi for a discussion on how generative AI (GenAI) is transforming digital advertising technology platforms.

The conversation starts with a look at how GenAI facilitates scalable ad content creation, using self-attention mechanisms for customized ad generation. They explore AI's role in simplifying campaign management, automating tasks such as audience targeting and performance measurement. Praveen emphasizes that ad tech platforms use AI models tailored to different needs leveraging both first-party and third-party data sources, with privacy maintained through methods such as CAPI (conversion API). They also consider the differences between retrieval-augmented generation (RAG) and fine-tuning in AI models: Whereas RAG uses brand-specific data at runtime for precise ad content, fine-tuning focuses on broader model optimization. The segment highlights the importance of vector embeddings and vector search in storing and retrieving contextual content. Lastly, Praveen discusses the integration of AI teams within product development to improve collaboration and AI proficiency across organizations.

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