Investing more in AI for contextual ad creation vs in human-created media for ads

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Investing More in AI for Contextual Ad Creation vs. Human-Created Media for Ads
Release Date: July 23, 2025

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Introduction

In the July 23, 2025 episode of the MarTech Podcast™, hosted by Benjamin Shapiro, listeners are introduced to a compelling discussion on the evolving landscape of advertising—specifically focusing on the investment in Artificial Intelligence (AI) for contextual ad creation versus traditional human-created media. The episode features Karel Cooper, the Chief Marketing Officer at GumGum, a company renowned for delivering advertising solutions without the reliance on personal data.

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The Power of Contextual Advertising

Karel Cooper opens the conversation by highlighting the impressive metrics achieved through contextual advertising. At [00:25], he shares:

“From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours.”

These statistics underscore the effectiveness of contextual advertising in engaging audiences more authentically compared to traditional channels like TV. Cooper emphasizes the importance of reaching the right audience with the appropriate message at the optimal time, leveraging the transient yet impactful nature of online content.

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Embracing AI in Marketing Strategies

Transitioning into the core topic, Cooper explains the transformative potential of AI-powered contextual targeting in advertising strategies. At [01:15], he states:

“AI powered contextual targeting can transform your advertising strategy.”

This assertion sets the stage for a deeper exploration of how AI can enhance the precision and efficiency of ad placements by understanding and leveraging the context in which content is consumed.

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Addressing Skepticism: The Human Element vs. AI

To delve into potential challenges, Shapiro introduces a hypothetical marketing skeptic to question the efficacy of AI in understanding human nuances. At [01:43], the skeptic posits:

“I would argue the understanding, the human nuance, the cultural subtext, if you will, of who people are and how they do what they do. And how can AI really glean that from understanding the context of what someone is consuming? That's where my argument would be. But I hate making that argument.”

This skepticism revolves around AI's capacity to grasp the intricate human emotions, cultural contexts, and subtleties that often play a crucial role in effective advertising.

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Karel Cooper's Counterpoint: AI's Evolving Capabilities

Responding to the skepticism, Cooper shares his perspective on AI's advancements. At [02:08], he counters:

“I don't know if I buy it. I think that's a prompting exercise if you can feed the right context. And we went through this, we rebuilt our pre-production process and planning to take all the processes that we had to understand who our guests were and what they were capable of talking about. It used to be a very manual process, but I had the process in my head and I looked for all of this data. Well, now that I understand the right process and I understand the data sources, I can feed it to AI and it does a better job than I ever would have.”

Cooper emphasizes that with the right data inputs and structured processes, AI can effectively replicate and even surpass manual efforts in contextual understanding. By automating the pre-production phase, AI not only streamlines operations but also enhances the depth and accuracy of context interpretation.

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The Continuous Improvement of AI Tools

The conversation progresses as the skeptic acknowledges the ongoing enhancement of AI tools. At [02:34], he remarks:

“Right. And faster too. And I think there's this popular saying right now about AI, which is that AI is the worst it's ever going to be. Right now the point there is that all these tools will just continue to get better and better and better. And I'm sure when you first started the podcast or using AI tools versus where you are now, I'm sure it's more efficient and effective for you. And it's the same thing related to contextual advertising that's underpinned by AI.”

This acknowledgment reinforces the notion that AI is on an upward trajectory in terms of capability and reliability, making it an increasingly indispensable tool in modern marketing strategies.

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Optimizing Processes Through AI Integration

Cooper concurs, reflecting on his team's journey with AI adoption. At [03:02], he shares:

“Yeah. And hopefully all the churn that we went through trying to figure out how to actually use it effectively was worth it. But now we have a much more efficient process.”

This statement highlights the initial challenges faced during AI integration but ultimately underscores the long-term benefits of a more streamlined and effective marketing process facilitated by AI.

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Conclusion and Key Takeaways

As the episode wraps up, Benjamin Shapiro reiterates the valuable insights shared by Karel Cooper regarding the strategic investment in AI for contextual advertising. Cooper's experience demonstrates that while the transition to AI-driven processes may involve initial hurdles, the resultant efficiency and enhanced contextual understanding offer significant advantages over traditional human-centric methods.

Notable Quotes:

• Karel Cooper at [00:25]:
  “From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate..."

• Karel Cooper at [01:15]:
  “AI powered contextual targeting can transform your advertising strategy.”

• Marketing Skeptic at [01:43]:
  “I would argue the understanding, the human nuance, the cultural subtext...”

• Karel Cooper at [02:08]:
  “I can feed it to AI and it does a better job than I ever would have.”

• Marketing Skeptic at [02:34]:
  “All these tools will just continue to get better and better and better.”

• Karel Cooper at [03:02]:
  “Now we have a much more efficient process.”

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Further Engagement

Listeners interested in Karel Cooper's insights can connect with him via his LinkedIn profile or explore GumGum’s offerings at gumgum.com. Additionally, Cooper hosts another podcast named The Minority Report, providing further depth into his expertise in marketing and technology.

For those looking to delve deeper into the intersection of marketing and technology, subscribing to the MarTech Podcast™ ensures a continuous stream of knowledge and industry trends delivered directly to your podcast feed. Follow the podcast on YouTube or your preferred podcast app to stay updated with future episodes.

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Stay Tuned:
Next week’s episode promises more expert discussions on leveraging technology for business growth. Until then, as Benjamin Shapiro aptly advises:

“Just focus on keeping your customers happy.”

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Produced by I Hear Everything. To launch or scale your own podcast, visit iheareverything.com.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Karel Cooper]

From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Karel Cooper]

I'm Benjamin Shapiro and joining me today is Karel Cooper, who's the Chief Marketing officer at Gumgum, which helps deliver advertising without using personal data. And today Carrel is going to explain how AI powered contextual targeting can transform your advertising strategy. All right, I'm gonna make you argue against yourself here, pretend to be a marketing skeptic. How would you argue against the effectiveness of AI in contextual advertising?

[Marketing Skeptic]

I would argue the understanding, the human nuance, the cultural subtext, if you will, of who people are and how they do what they do. And how can AI really gleam that from understanding the context of what someone is consuming? That's where my argument would be. But I hate making that argument and.

[Karel Cooper]

I don't know if I buy it. I think that's a prompting exercise if you can feed the right context. And we went through this, we rebuilt our pre production process and planning to take all the processes that we had to understand who our guests were and what they were capable of talking about. It used to be a very manual process, but I had the process in my head and I looked for all of this data. Well, now that I understand the right process and I understand the data sources, I can feed it to AI and it does a better job than I ever would have.

[Marketing Skeptic]

Right. And faster too. And I think there's this popular saying right now about AI, which is that AI is the worst it's ever going to be. Right now the point there is that all these tools will just continue to get better and better and better. And I'm sure when you first started the podcast or using AI tools versus the where you are now. I'm sure it's more efficient and effective for you. And it's the same thing related to contextual advertising that's underpinned by AI.

[Karel Cooper]

Yeah. And hopefully all the churn that we went through trying to figure out how to actually use it effectively was worth it. But now we have a much more efficient process.

[Marketing Skeptic]

Yeah.

[Karel Cooper]

All right, that wraps up this episode of the Martech podcast. Thanks to Karel Cooper, the chief marketing officer at Gumgum, for joining us. If you'd like to contact Karel, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his website, which is gumgum.com he also has a podcast called the Minority Report. So if you're interested in hearing Carell's dulcet tones, check out the Minority Report. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.