Media agencies look to AI to reduce inclusion list toil

For marketers with a keen eye on brand safety and suitability, inclusion lists are something of a gold standard. And like gold, they’re expensive.

Increasingly, media agencies are using generative AI to reduce the lift associated with inclusion lists. “In the past, you [could have] taken hours doing this,” said Tim Lathrop, vp of platform digital at Mediassociates. Now, he added, “you can essentially build a list within minutes.”

When an advertiser uses an inclusion list, it restricts programmatic spend to a list of publishers and sites. It’s the inverse of an exclusion list, which simply removes publishers a marketer doesn’t want to spend with.

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