CANNES — The modern media world is filled with possibilities and outstanding potential outcomes – but getting them can be a winding road.

In this video interview with Beet.TV, Monique Pintarelli, President, North America, Teads, agrees the industry has too much friction and fragmentation.

That is why her company aims to combine Artificial Intelligence and creative production to help brands meet their goals.

Overcoming CTV Challenges

Pintarelli acknowledges that the advertising industry faces significant challenges, including friction and fragmentation in activation. However, she believes that artificial intelligence (AI) has the potential to simplify these issues while driving towards outcomes.

“We’re using AI to help with a more sophisticated data-driven approach to creative activation and generation, as well as optimization strategy,” Pintarelli explains.

“AI has always been at the foundation of what we offer from a buying engine perspective. So we’ve been doing a version of AI forever since we launched the platform.

“But now it’s about making it smarter and more advanced to drive towards the outcomes that matter and have the capability to measure on those outcomes in a more meaningful way for our clients.”

Harnessing Creativity in CTV

Pinterelli was speaking at the Cannes Lions International Festival of Creativity, where attendees met to discuss advertising, media, creativity and technology.

One of the most exciting aspects of the CTV space for Pintarelli is the creative potential it offers. Teads’ in-house studio is working closely with clients to optimize assets for specific channels and end consumers.

“When I think about being at Cannes and the power of creativity and the power of video and technology all coming together in a more exciting and innovative way to help drive business outcomes for our clients, I think that’s what we’re all here to solve for this week,” Pintarelli says.