Tag: pharma
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Bayer’s Predictive Audience Models Are Beating Its DSP Targeting 4x in Small Tests
Bayer is testing models that spot customers before they churn and price bids by individual rather than cohort — four times standard DSP effectiveness, in small tests its media chief calls a scientific experiment. Its AI search playbook runs through medical journals, not media buys.
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Inside Pfizer’s plan to bring SEO and AI search in-house
Pfizer has moved its SEO and “AI discoverability” work fully in-house, building the capability in about 60 days, according to a LinkedIn post from its VP of performance media, Joshua Palau. That included new hires, among them Kinesso’s former director of SEO. The reasoning, per Palau: generative AI is reshaping how brands are “discovered, understood…
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Claritin Gets a Lift from a Smarter Algorithm
Bayer is pulling its programmatic strategy tighter to home, bringing control of its custom ad-buying algorithm in-house and into Snowflake’s data clean room. Partnering with Chalice AI, Bayer now runs its model inside its own data ecosystem—one that includes media, creative, and commerce info—without shifting sensitive files all over the place. Previously, integrating the algorithm…
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Even the Mom in This Ad Knows She’s Fake
Ritual isn’t trying to pass off AI-generated people as the real deal—in fact, they’re leaning into the falseness. The supplement brand’s latest campaign, whipped up by Giant Spoon using Google’s brand-new Veo 3 AI video platform, features avatars who flat-out admit they’re not real. One such pixel-perfect mom cradles her twin babies and informs viewers,…