Digital marketing company CJ MezzoMedia said on Wednesday it has revamped its AI-based integrated advertising operations platform ADLY into a software-as-a-service platform upgraded with AI technology and predictive models.

ADLY provides an AI-based advertising solution used across the entire advertising campaign process, from exploration and strategy to operations and analysis, the company said. The revamp enhances the performance of Reach Caster, an exploration and forecasting solution used at the advertising strategy stage.

The scope of reach forecasting, previously limited to digital, has been expanded to TV, it said. The company said it also refined the reach forecasting model to reflect actual media usage conditions, including valid impressions and digital usage rates.

CJ MezzoMedia said it has developed its existing AI technology into a standardised AI engine called SpinX to strengthen performance and security. SpinX was also applied to Reach Caster and to Opera, an ad operations solution that supports integrated management and operations across four major media platforms including Google, Meta, Naver and Kakao.

It serves as an AI assistant that interprets performance data from dozens of media outlets in context and compares and analyses multiple campaign scenarios to propose ways to achieve higher performance. CJ MezzoMedia said it plans to gradually expand SpinX to other AI advertising solutions within ADLY to provide the same level of interpretation and insights across the entire process, from campaign exploration and strategy to operations and analysis.

Kim Soo-hyun (김수현), head of CJ MezzoMedia's AX team, said one key focus of the upgrade was enabling verified AI to interpret the entire advertising campaign process. "We have moved analyses and decision-making that relied on experience onto AI models and engines based on about 130,000 cases of campaign data," Kim said. "We are expanding the standard AI engine SpinX across all of ADLY, and this will allow advertisers to receive analytical insights based on consistent standards and precise interpretation throughout the entire campaign process," he said. "Going forward, we will build an integrated advertising platform, ADLY, that grows together with customers based on data and AI," he said.