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<\/p>\nThe ad tech industry will not be getting over its obsession with AI agents any time soon.<\/p>\n
Case in point: On Tuesday, video advertising platform Pixability launched its own agentic product, which will help marketers more quickly identify and target scalable audience segments on YouTube.<\/p>\n
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Called Pixie, the new agent builds upon the success of GenAI Contextual Segments (GCS), another AI-powered audience builder that Pixability first made available in 2024<\/a>.<\/p>\n But unlike the company\u2019s previous tools, Pixie allows for much quicker, automated curation \u2013 making the process \u201cas simple as dropping in a brief,\u201d said CEO David George.<\/p>\n It\u2019s in the brief<\/p>\n As reported last year<\/a>, GCS uses machine-learning algorithms to analyze data from YouTube, as well as third-party partners like Comscore, and even self-identified creators from Pixability\u2019s Inclusive Media Initiative<\/a>.<\/p>\n GCS then present users with a list of channels or videos to buy ads, against using over 700 attributes to score and classify each piece of content. (Since last year, that amount has now increased to over 1,200 attributes, Chief Product Officer Jackie Swansburg Paulino told AdExchanger.)<\/p>\n As precise as this particular tool can get, however, it still requires a lot of manual effort to implement, said Paulino. A human still needs to read and interpret the marketing brief, and then spend days researching and understanding the right types of audience personas to target before inputting those details into the GCS search function.<\/p>\n By contrast, now users can copy that marketing brief directly into Pixie\u2019s chatbot-like interface, and the new tool will immediately generate audience segments based on that prompt.<\/p>\n Users can also use natural language follow-up prompts to filter the Pixie-generated segments further. A user may type \u201cI only want no-risk content\u201d (meaning, in Pixability\u2019s terms, only high-quality YouTube videos that won\u2019t run afoul of most brand suitability standards) or \u201cI don\u2019t want to target non-English speaking audiences.\u201d<\/p>\n <\/a> Get our editors\u2019 roundup delivered to your inbox every weekday.<\/p>\n \u201cCuration, a year ago, took about 90 minutes of going through those filters and creating these segments,\u201d said Paulino. But in a live demo conducted for AdExchanger, it took about 90 seconds.<\/p>\n Automated vs. manual <\/p>\n Pixie\u2019s speed and scalability may prove particularly helpful for agencies with multiple brand clients to manage, especially ones that use Pixability on a self-serve basis.<\/p>\n Take independent media agency Mediaplus, which is currently testing the Pixie product out with three of its brand clients, said North America CEO Tam Alessi.<\/p>\n For the media planners at Mediaplus, Pixie is \u201ctaking a two-day process and ultimately making it something that happens in moments,\u201d said Alessi. \u201cThat makes our entire team, collectively, more efficient.\u201d<\/p>\n Pixie can also help marketers find new opportunities to reach audiences that they might not have otherwise thought of due to internal biases or a lack of specific expertise, said Alessi.<\/p>\n Pixability\u2019s own internal reporting seems to confirm this. As part of a case study with an unnamed luxury skincare brand, Pixie recommended 8.6X more YouTube channels that were 3.6X larger than the ones found in manually pulled inventory, leading to a 76% increase in clickthrough rates.<\/p>\n \u201cA lot of folks that like to buy beauty brands are in sports categories,\u201d said George, echoing an example he gave last year<\/a> when describing Pixability\u2019s contextual segmenting tools. \u201cThrough our technology, we can go find those audiences so there\u2019s additional scale for campaigns.\u201d<\/p>\n Agents for agencies <\/p>\n Although Pixie is being marketed as an \u201cagentic\u201d tool, it\u2019s not yet capable of anything beyond the planning stages. However, Pixability wants Pixie to be able to operate through the entire life cycle of a YouTube campaign, including reporting (which is next on the roadmap) and even buying.<\/p>\n
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