BARCELONA, Spain – At its annual customer summit, Broadsign Connect, Broadsign introduced a preview of its new artificial intelligence (AI)-driven creative categorization and approval feature, set to launch on its out-of-home (OOH) advertising platform in spring 2025. The patent-pending Broadsign AI Assistant aims to streamline repetitive tasks for media owners, such as reviewing, categorizing, and approving ad creatives submitted through programmatic bids via demand-side platforms (DSPs).
The tool is designed to address the growing volume of OOH ad creatives, which are currently reviewed and categorized manually. With tens of thousands of unique creatives processed monthly and a 100% year-over-year growth rate anticipated, the Broadsign AI Assistant promises significant time and cost savings for media owners.
How the Broadsign AI Assistant Works
When ad creatives are submitted to the Broadsign Supply-Side Platform (SSP), the AI Assistant analyzes the content and emails media owners with category and approval suggestions. The recommendations are based on a detailed analysis of the creative, including aspects such as aspect ratio, resolution, and the presence of profane language or specific objects, like a car for an automotive category. The tool leverages the media owner’s existing inventory taxonomy to ensure cross-channel competitive separation.
Media owners can then approve, reject, or forward the suggestions to their teams for further review. By automating the categorization process, the Broadsign AI Assistant aims to reduce misclassification errors and identify sensitive content that could impact brand safety, such as ads featuring alcohol near schools or political ads near polling locations.
Training and Development
The Broadsign AI Assistant is powered by a large language model (LLM) fine-tuned using two years of categorization data from DSP bids received by Broadsign customers. Once operational, the tool will continue to learn and refine its recommendations based on each media owner’s specific categorization and approval practices.
Francois Hechme, Broadsign’s VP of Products, emphasized the importance of automation in the OOH industry. “Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorization and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid,” he said. “The Broadsign AI Assistant can process and categorize vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We’ve designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work.”
Availability and Impact
The Broadsign AI Assistant is expected to launch in early Q2 2025 and will be available to customers using the Broadsign SSP and Header Bidder. By automating time-intensive tasks, the tool aims to enhance efficiency for media owners, allowing them to focus on strategic initiatives and client relationships.
For more info, visit https://broadsign.com/broadsign-platform/.
