YOUR BRAIN ON ADVERTISING
The Media Odyssey
The Future of Advertising: CTV and AI Integration
This chapter examines the rise of Connected TV (CTV) advertising and the integration of shoppable TV experiences for effective brand engagement. It discusses the balance between brand and performance marketing, the psychological effects of advertising frequency, and the transformative role of artificial intelligence in creative processes. As AI advances in the advertising space, the chapter highlights its potential to enhance targeted marketing while maintaining a collaborative dynamic with human creativity.
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