媒体与广告行业论坛 赞助方：Sigma 和 AWS.pdf

1、Media&Media&Advertising Advertising Industry ForumIndustry ForumThank you to our session sponsors!Noah LevineNoah LevineGlobal Head,Media&Advertising GTMDatabricksWelcomeWelcomeMedia&Advertising leaders Media&Advertising leaders are succeeding with data&AIare succeeding with data&AICombining clickst

2、ream,social and customer profiles to analyze subscriber behavior 6x fasterreducing customer churn.Unified 1+trillion customer data points for better,faster,and more accurate content recommendationsall while lowering infrastructure costs by$6M.MarketingCustomer ExperienceMonetizationFreeWheel transfo

3、rmed its streaming ad data platform,achieving a 7x boost in system performance,4x improvement in data quality,and a 12x reduction in maintenance time,while enhancing stability and enabling future innovation2025 Databricks Inc.All rights reservedMedia&Advertising TrendsBattle for Human AttentionEvolv

4、ing Business models Advertising UpheavalTech giants capturing 50%of the marketMedia&Advertising is being transformed by Dat a+AIDat a+AIfrom siloed,fragmented audience insightsto AIAI-enhanced hyperenhanced hyper-personalization with 1P personalization with 1P IdentityIdentityfrom legacy monetizatio

5、n models to realreal-time,AItime,AI-powered predictions powered predictions integrated into integrated into advertising decisioningadvertising decisioningFrom intuition-led creative&production to datadata-driven content creation driven content creation optimizationoptimizationAudi ence Pr of i l i n

6、g&Segment at i onCampai gn Pl anni ng&Opt i mi zat i onCont ent Recommendat i onsCont ent M et adat a Gener at i onAd Exper i ence Per s onal i zat i onM eas ur ement&At t r i but i onAudi ence Act i vat i onAd Por t f ol i o Pl anni ng,Deci s i oni ng&Opt i mi zat i onI D Spi ne Cr eat i onSubs cr