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SE Radio 647: Praveen Gujar on Gen AI for Digital Ad Tech Platforms

SE Radio 647: Praveen Gujar on Gen AI for Digital Ad Tech Platforms

Software Engineering Radio - The Podcast for Professional Software Developers vor 1 Jahr

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52:01

Praveen Gujar, Director of Product at LinkedIn,
joins SE Radio host Kanchan Shringi for a discussion on how
generative AI (GenAI) is transforming digital advertising
technology platforms.

The conversation starts with a look at how GenAI facilitates
scalable ad content creation, using self-attention mechanisms for
customized ad generation. They explore AI's role in simplifying
campaign management, automating tasks such as audience targeting
and performance measurement. Praveen emphasizes that ad tech
platforms use AI models tailored to different needs leveraging
both first-party and third-party data sources, with privacy
maintained through methods such as CAPI (conversion API). They
also consider the differences between retrieval-augmented
generation (RAG) and fine-tuning in AI models: Whereas RAG uses
brand-specific data at runtime for precise ad content,
fine-tuning focuses on broader model optimization. The segment
highlights the importance of vector embeddings and vector search
in storing and retrieving contextual content. Lastly, Praveen
discusses the integration of AI teams within product development
to improve collaboration and AI proficiency across organizations.

Brought to you by IEEE Computer Society and IEEE Software
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