The opaqueness of modern digital advertising, exemplified by large platforms such as Meta Ads , raises concerns regarding their control over audience targeting, pricing structures, and ad relevancy assessments. Locked in place by network effects, these natural monopolies attract countless advertisers who rely on subjective intuition, with billions of dollars lost on ineffective social media advertisements. The platforms’ algorithms rely on huge amounts of data unavailable to advertisers, and the algorithms themselves are opaque too, so advertisers often cannot make informed decisions. To promote transparency and help individual advertisers, we first propose novel ways to optimize advertising strategies, predicting click-through rates of novel advertising content based on the content itself. However, advertisers face both opaqueness and a vast abundance of data: a large platform has so many competitor ads that it is hard to derive meaningful insights. Drawing inspiration from the success of Large Language Models (LLM), we propose a system that merges multimodal LLMs and pretrained AI models with an emphasis on digital marketing and advertising data analysis. Leveraging the capabilities of LLMs and incorporating explainability features, including modern text-image models, we aim to improve efficiency and produce synergy between human marketers and AI systems.

In this technical demonstration, we present SoCraft, a framework to build an advertiser-level multimedia ad content scoring platform for Meta Ads. The system utilizes a multimodal deep neural architecture to score and evaluate advertised content on Meta using both high- and low-level features of its contextual data such as text, image, targeting, and ad settings. In this demo, we present two deep models, SoDeep and SoWide, and validate the effectiveness of SoCraft with a successful real-world case study in Singapore.

In this technical demonstration, we showcase the World's first personality-driven marketing content generation platform, called SoMin.ai. The platform combines deep multi-view personality profiling framework and style generative adversarial networks facilitating the automatic creation of content that appeals to different human personality types. The platform can be used for enhancement of the social networking user experience as well as for content marketing routines. Guided by the MBTI personality type, automatically derived from a user social network content, SoMin.ai generates new social media content based on the preferences of other users with a similar personality type aiming at enhancing the user experience on social networking venues as well diversifying the efforts of marketers when crafting new content for digital marketing campaigns. The real-time user feedback to the platform via the platform's GUI fine-tunes the content generation model and the evaluation results demonstrate the promising performance of the proposed multi-view personality profiling framework when being applied in the content generation scenario. By leveraging content generation at a large scale, marketers will be able to execute more effective digital marketing campaigns at a lower cost.

In this technical demonstration, we showcase the first ai-driven social multimedia influencer discovery marketplace, called SoMin. The platform combines advanced data analytics and behavioral science to help marketers find, understand their audience and engage the most relevant social media micro-influencers at a large scale. SoMin harvests brand-specific life social multimedia streams in a specified market domain, followed by rich analytics and semantic-based influencer search. The Individual User Profiling models extrapolate the key personal characteristics of the brand audience, while the influencer retrieval engine reveals the semantically-matching social media influencers to the platform users. The influencers are matched in terms of both their-posted content and social media audiences, while the evaluation results demonstrate an excellent performance of the proposed recommender framework. By leveraging influencers at a large scale, marketers will be able to execute more effective marketing campaigns of higher trust and at a lower cost.