Open Market Blis President Alex Boras on AI Media Planning
Jul 30, 2025
Alex Boras, President of Blis, showcases their innovative AI media planning tool. He explains how AI streamlines audience building from a manual process to a customizable exchange with planners. The conversation dives into AI's role in generating detailed audience profiles and dynamic targeting for marketing campaigns. Alex highlights the significance of location intelligence in overcoming digital advertising challenges and enhancing campaign effectiveness while saving time. This episode is an insightful look at the future of media planning!
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AI Transforms Audience Building
- Blis AI transforms audience building from manual segment selection to automatic, AI-generated customized audiences.
- It uses inputs like advertiser, objective, and target audience to create distinct audience profiles for campaigns.
Blended Data Powers AI Audiences
- Blis AI uses blended data including proprietary location movement, MasterCard purchase data, and third-party datasets.
- Each AI-generated audience comes with detailed descriptions and rationale useful for media plans and recommendations.
Refine AI Audiences Manually
- After AI generates an audience, planners can manually refine it by adjusting customer characteristics, location, and store types.
- Customization options allow marketers to exclude or include specific areas to better fit campaign needs.