NextAds: Towards Next-generation Personalized Video Advertising

TL;DR

NextAds introduces a generative AI-based approach for personalized video advertising, moving beyond static retrieval methods to enable dynamic, continuous creative generation and integration tailored to individual users.

Contribution

The paper proposes a novel generation-based paradigm for personalized video ads, formulates two benchmark tasks, and demonstrates initial feasibility with prototype pipelines.

Findings

Generative AI can produce personalized video creatives effectively.

Prototype pipelines show promising initial results.

Highlights key challenges and future opportunities.

Abstract

With the rapid growth of online video consumption, video advertising has become increasingly dominant in the digital advertising landscape. Yet diverse users and viewing contexts makes one-size-fits-all ad creatives insufficient for consistent effectiveness, underlining the importance of personalization. In practice, most personalized video advertising systems follow a retrieval-based paradigm, selecting the optimal one from a small set of professionally pre-produced creatives for each user. Such static and finite inventories limits both the granularity and the timeliness of personalization, and prevents the creatives from being continuously refined based on online user feedback. Recent advances in generative AI make it possible to move beyond retrieval toward optimizing video creatives in a continuous space at serving time. In this light, we propose NextAds, a generation-based paradigm for next-generation personalized video advertising, and conceptualize NextAds with four core components. To enable comparable research progress, we formulate two representative tasks: personalized creative generation and personalized creative integration, and introduce corresponding lightweight benchmarks. To assess feasibility, we instantiate end-to-end pipelines for both tasks and conduct initial exploratory experiments, demonstrating that GenAI can generate and integrate personalized creatives with encouraging performance. Moreover, we discuss the key challenges and opportunities under this paradigm, aiming to provide actionable insights for both researchers and practitioners and to catalyze progress in personalized video advertising.