Consumers don’t think in channels, yet advertising platforms still do.
That disconnect has made omnichannel advertising increasingly complicated. Marketers are managing creative in one place, media in another, and measurement somewhere else, while trying to understand performance across search, social, display, video and connected TV (CTV).
AI is starting to change that.
In a recent piece published in Advertising Week, The COOL Company Founder and CEO Zack Dugow explains how AI-powered advertising can connect creative, media activation, optimization, and measurement across channels. Instead of optimizing every channel in isolation, AI can analyze signals across an entire campaign and continuously adjust creative, audiences, bids, budgets and media allocation based on what’s actually driving performance.
That means making thousands of small optimization decisions while a campaign is still running. No media buyer is going to manually adjust a bid for a 0.1% improvement. AI can make that adjustment, and thousands more like it, compounding small gains into meaningful performance improvements.
That’s the idea behind COOL AI, The COOL Company’s AI-powered advertising platform: connect creative automation, omnichannel media activation, and attribution intelligence so campaigns can continuously learn and improve across CTV, search, social and display.
Making the ad is just the first step. The bigger opportunity for AI is making the entire campaign smarter.
