NextAds

Towards Next-generation Personalized Video Advertising

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Evolution of video advertising
Figure 1: The evolution of video advertising has largely progressed along the axes of personalization and nativeness, yet high production costs and manual creative bottlenecks prevent the industry from reaching the upper-right corner.

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.

Paradigm shift from retrieval to generation
Figure 2: Paradigm shift: from retrieval to generation. NextAds transforms personalized video advertising from static retrieval over a discrete creative inventory to dynamic generation-based optimization in a continuous space.
Personalized Creative Generation
Personalized Creative Integration

Framework Of Personalized Creative Generation

System Pipeline Flowchart

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