About the group
This expert group brings together AI specialists from multiplatform TV and audio companies to exchange insights, experiences, and best practices. It serves as an exclusive peer-to-peer forum and interactive collaborative space for egta members focused on the practical and strategic use of AI to accelerate innovation in ad sales and content monetisation.
The third meeting of egta’s AI community focused on the use of AI for data, audience segmentation, targeting, and campaign performance. The meeting featured three case studies from Prima (Czech Republic), Publiespaña (Spain) and RTL (Croatia).
Member case studies
Prima presented Audience Brain, an in-house AI tool that uses synthetic “cloned” TV viewers as market research respondents. Built on a Stanford research paper, the tool runs quantitative and qualitative surveys using AI-generated panellists and benchmarks their responses against real ones. Prima positions this as a genuinely agentic use case for audience insight, one worth examining closely if you work in research, planning, or sales development.
Mediaset España / Publiespaña presented Contextu-Ads, their AI-based contextual advertising solution. The presentation covered how they match content, audiences, and advertising using AI to improve targeting relevance, support segmentation, and drive campaign performance.
RTL Croatia presented practical AI use cases for audience segmentation, CRM optimisation, churn prediction, campaign optimisation through CRM, predictive save journeys, sports audience funnels, and broader Big Data Hub / Unified Data Warehouse initiatives.