Hey guys, welcome back to Stenkranarchy. This is your host Echta and today is part two of our wonderful

mini master class series that we are doing with Penock, which is a wonderful company that is helping us understand, you know, ads and how they work and not only for, you know, small businesses, but I think overall just we all want to understand these kind of things so we have with us again

Nicky Lindgren so welcome back Nicky I'm excited to chat with you again.

Super excited to be here I think you. Yeah no I want to kind of you know get started with something that I'm really curious about which is this whole AI buzz you know that's been going on and I know that last time you told us a lot about the ad landscape and you told us a lot about things that kind of dictate what we should understand as the basics of running ads and understanding that that marketing component but when it comes to AI what should we know?

Yeah, that's a really good question. So over the last year and a half a lot of the

ad platforms have introduced types of campaigns that are heavily dictated by machine learning and so the audience formulation, etc is not something a media buyer needs to key in that they like Pepsi and they, you know, eat McDonald's or whatever the nuances of is of your or of your persona.

Now you just tell the campaign set up,

like, hey, this is an e-commerce conversion campaign

and I want to hit a return on ad spend of 4 X or whatever you're trying to put together as

parameters you feed that into the campaign and then the campaign goes out and

find said person that they believe is going to take action.

And that's kind of like the reality of what the best

campaign structure looks like on Meta these days

and even Google these days.

So, you know, there's some other placements

obviously like ads on Tik-Tok,

contrast, programmatic are still kind of scaling

a little bit more favorable for media buyers

inputting data about their persona, but you know that's going to be a thing of the past soon enough with just machine learning getting better and better across all these ad platforms.

So I think that's the biggest shift and you know some some

brands question like well what does a media buyer do at this point right and so

those are like the real conversations that are happening across the landscape that we see on a regular basis.

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