Employing AI in Advertising, the Surge of CTV, and Futuristic Planning | CNBC TV18

**Title: Brand Safety, AI, and the Rise of Connected TV in Advertising – Interview with Khurrum Malik**

**Description:**

In this insightful interview, Delshad Irani sits down with technology marketing leader Khurrum Malik of Integral Ad Science to discuss the importance of brand safety, the practical applications of artificial intelligence and machine learning, and the growing influence of Connected TV in the advertising industry.

With a focus on key topics like brand safety within the open web and social feeds, Malik shares valuable insights into the changing landscape of advertising. He emphasizes the significance of return on investment (ROI) for Chief Marketing Officers (CMOs) in the face of economic uncertainties. Additionally, he highlights the emergence of creative agencies being pushed for return on creative, indicating a shift in industry demands.

Addressing concerns about brand safety, Malik explains how the rise in user-generated content has created uncertainty for advertisers. He explores the solutions to this issue, including the use of tools like Integral Ad Science’s Total Media Quality, which offers frame-by-frame video analysis using artificial intelligence and machine learning to determine brand safety.

Furthermore, Malik dives into the potential impact of AI in the upcoming months, from its role in generating and assessing creative ideas to its application in ensuring brand protection and confident scaling. He emphasizes the need for advertisers to have a nuanced approach to brand safety, allowing for customization based on different regions and topics, such as politics.

Join Delshad Irani and Khurrum Malik in this informative interview as they shed light on the evolving advertising landscape, the power of AI, and the booming phenomenon of Connected TV.

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Delshad Irani talks to technology marketing leader Khurrum Malik of Integral Ad Science about brand safety, practical uses of artificial intelligence & machine learning & the boom of Connected TV

#advertising #AI #cnbctv18 #artificialintelligence #KhurrumMalik #adscience

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