At the show, the company is also highlighting the power of cross-channel marketing campaigns, personalised FAST channels and is demonstrating how first-party data is a game changer for contextual advertising alongside the importance of clean rooms.

Hundreds of millions of viewers already useThink360’s personalization, search/content discovery and voice support, and, building on this expertise,  ThinkAnalytics is now working with broadcasters and content providers to add new ways of engaging with individuals or groups of viewers using generative AI for personalized recommendations and other inbound and outbound interactions, including personalized emails and social media.

This allows viewers to receive personalized recommendations using natural language on a variety of platforms. This capability, alongside real-time content discovery, personalized emails and chatbots, presents a new opportunity to reach those dormant users who are at risk of churn.

Generative AI is also feeding into another development at ThinkAnalytics: creating personalized cross-channel marketing campaigns based on viewing behavior. For example, instead of sending every subscriber a similar marketing email, Think360’s insights can be used to create content synopses that emphasize the themes and actors that will appeal to each individual recipient. ThinkInsight can measure the impact of this richer personalization and see the value of the metadata.

ThinkAnalytics will demonstrate the importance of using TV operators’ first-party data to allow advertisers to target TV audiences in real-time with the highest levels of granularity and accuracy in the industry.  ThinkAdvertising’s AI models use an operator’s own first-party data which can be delivered securely through clean rooms to create and target contextual audience segments at scale.