The recent acquisition by Reddit of Memorable AI demonstrates how much importance leading publishers are placing on performance data about ads – not simply the media container that delivers the ads.
“The best audience and contextual targeting data, alone, create a two-legged stool,” said Max Kalehoff, chief growth officer, Realeyes. “Ad creative does most of the heavy lifting in a campaign, so failing to prioritize and orchestrate creative data with media and contextual media intelligence equates to marketing malpractice. Reddit’s commitment to ad creative intelligence will achieve extraordinary returns in user experience and monetization.”
Reddit and other publishers understand that creative attention is redefining how media platforms engage with users, improve brand advertising, and monetize content through sales lift.
Publishers understand that their ability to deliver high-value audiences cannot drive sales lift alone. If the creative doesn’t work, the placement won’t work. The promise of Attention AI will supercharge this opportunity, while enhancing consumer experience, enabling better brand advertising, and driving monetization for media platforms.
It is abundantly clear that creative performance is an essential competitive advantage in the media and ad industry.
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"Good creative is key to an ad’s performance" Roelof van Zwol, VP of ads engineering at Reddit |
Why Reddit Made the Acquisition
Simply put: to offer advertisers better campaign effectiveness, from ad creation to delivery. As Roelof van Zwol, VP of ads engineering at Reddit, told Ad Exchanger: “Good creative is key to an ad’s performance.”
The value Reddit sees in Attention AI and its potential to improve user experience and advertising effectiveness. They are also excited about how synthetic AI can help their biggest customers create and drive personalized advertising at scale, leading to increased revenues.
Realeyes’ Take
We are incredibly excited by this great win in our shared space as we continue building the best Attention AI with the world’s largest human training data set that is already validated to predict sales.
This acquisition confirms our longstanding conversations with publishers of all sizes: they understand how important creative attention is and are bullish on attention AI.
As Ad Exchanger noted, Google, Meta, Amazon and TikTok, all have built or expanded their AI-based creative generation and optimization tools within the past year.
Realeyes continues to build on this valuable ground with its vast human training data set, advancing Attention AI to predict sales performance.
Attention AI is not just a passing trend but a powerful tool shaping the future of consumer experiences, brand advertising, and media monetization. The Reddit acquisition of Memorable AI is a strong signal of the rising importance of Attention AI. We are well-positioned to capitalize on this evolving landscape by continuing to offer publishers and advertisers both Synthetic and Human Testing.