19 October, 2023

Seven Taps Databricks For AI Advertising Partnership

Seven Network has partnered with cloud, data and AI firm Databricks to improve its ads with better context and relevancy.

It comes after the launch of Seven’s market-leading personalisation engine – built with Amazon Web Services (AWS) – which is delivering highly customised recommendations and enhanced content discovery to 7plus users.

Seven West Media chief digital officer, Gereurd Roberts, said: “AI has been embedded in our business for the past 18 months. It’s at the heart of our entire user experience on 7plus, powering the personalisation engine we have implemented with AWS.

“AI-driven personalisation is live across the entire 7plus ecosystem on every device and every screen. It has redefined the AVOD experience in Australia, putting us on a different level to our competitors and on par with the best global SVOD platforms.

“For our viewers, it means a dynamic interface and real-time shelf ordering that serves the most relevant content recommendations, based on their individual viewing behaviour, and importantly, the AI model’s prediction of their future viewing behaviour,” he said.

The first phase of Seven’s work with Databricks has been completed, enabling Seven to predict what the audience on 7plus will be over the next seven days, to a level of accuracy of over 91 per cent.

Roberts said: “We are moving 7plus from being one product for all, with everyone seeing the same thing, to truly being one-to-one. Audiences today expect personalised, relevant experiences. When you get this right, they reward you.”

“With Databricks, we are extending our ground-breaking implementation of AI beyond the user experience to include the advertiser experience,” Roberts said.

Roberts said: “Through this work, we can tell you today what the next week of audience on 7plus will look like, all the way down to a show level. For our clients, that translates into buying with confidence.

“Phase two of our work with Databricks, which is underway right now, will allow us to not only predict the audience across the next seven days and beyond, but we will also be able to break it down by segment and demographic. You can not only see the audience you want to find but also the scale with which we can deliver it.”

Roberts added that building on the first two phases of the Databricks project, phase three will use AI to identify the acceptance of ad load by audience segment and dynamically change the size of the ad breaks accordingly.

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