🔒 The Death of the Media Agency?

Plus new from TikTok

Jo Lambadjieva
April 02, 2024

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Hey there!

Happy Tuesday! Today we discuss a new type of media-buying in the age of AI . Further, we look at the how creating original content may become the next premium thing (to offset all the AI-generated garbage).

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The Death of the Media Agency?

In the world of advertising, the rise of generative AI has sparked a race among agencies to develop their own AI-powered platforms. Gale, a Stagwell Inc.-owned agency, has thrown its hat into the ring with Alchemy.AI, a platform focused on media buying, sales, strategy, and other operations. While Gale may have been fashionably late to the AI party, they claim it was a calculated move to ensure the necessary safeguards were in place.

Alchemy.AI is trained on both first- and third-party data and boasts an array of features designed to revolutionize the way agencies approach media planning and sales strategies. From creating custom audiences to analyzing past campaign results and developing future strategies, Alchemy.AI aims to be the ultimate tool for data-driven decision-making.

The platform's ability to integrate with multiple AI models and cloud providers sets it apart from the competition. This flexibility allows Gale to switch between AI models and adapt to varying performance levels, potentially giving them an edge in the ever-evolving landscape of advertising technology.

As more advertisers grow wary of the opacity surrounding AI offerings on platforms like Google's Performance Max and Meta's Advantage Plus, Alchemy.AI's objective approach to media spend suggestions could be a game-changer. The platform's scenario-planning feature allows media planners and non-media buyers alike to make informed decisions based on agnostic recommendations.

The rise of AI-powered platforms like Alchemy.AI raises the question: are we witnessing the beginning of the end for traditional media buying agencies? As these platforms become more sophisticated and integrated into the advertising ecosystem, the role of the classic media buyer may become increasingly obsolete. Only time will tell if agencies can adapt and evolve alongside the AI revolution or if they will be left in the dust of the digital age.

The Quick Read:

Traditional or AI marketing optimisation, which option would work better for your organisation?
How Google’s AI Search Will Change Marketing Strategy.
The rise of AI, business opportunities and the direction of content creation with Scott Belsky.
Is banning TikTok the doom of small businesses? Brands are testing alternatives.
Consumers will get more personalised shopping options (with AI) with the use of variety of new Google tools.
Brands to set restrictions and boundaries for agencies in using AI as they try to adopt these in their organisations.