Observed Signal · Jun 18, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Givsly Launches AI Synthetic-Audience Values Targeting Tool
Givsly has launched an AI-powered audience discovery and activation tool that uses synthetic audiences to drive values-based targeting. The platform models audiences from shared values, inferred motivations and behavioral signals to augment traditional demographic targeting, and is claimed to be the first advertising solution to apply synthetic audiences to media activation at scale. Built at the US zip-code level, it profiles communities across more than 150 values and cultural signals and allows brands and agencies to layer their own data. The capability debuted in Cannes and is being tested with agency and brand partners. Givsly cites joint research with GWI showing 86% of consumers say shared values matter when choosing brands, underscoring the tool’s focus on values-driven media relevance.
Introduces an AI-driven approach to audience discovery and activation using synthetic audiences and values-based signals; notable for advertisers and agencies rethinking targeting beyond demographics, but not a major platform policy or industry-shifting change.
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Key Takeaways & Evidence Grounding
- Givsly launched an AI-powered audience discovery and activation tool using synthetic audiences.
- The solution models audiences based on shared values, inferred motivations and behavioral signals.
- The platform profiles communities at US zip-code level across more than 150 values and cultural signals.
- Givsly officially launched the capability in Cannes and is testing it with agency and brand partners.
- Research from Givsly and GWI indicates 86% of consumers say shared values matter when choosing brands.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Givsly Extends AI Values-Based Audiences to Political Advertising
Givsly, a values-based marketing company, announced its AI-driven audience discovery solution is now available for political advertising. The offering uses Values-Based Audiences, built with a vector methodology that combines values, inferred motivations, and behavioral signals at ZIP code level, rather than individual-level voter files. Political campaigns and PACs can segment communities based on more than 150 tracked values and issues, overlay their own voter files, turnout models, or CRM data, and aim to reduce wasted media spend. The audiences will initially be available through OpenX and Index Exchange via Index Marketplaces, with a broader rollout planned. Givsly says the solution uses aggregated, modeled signals rather than individually identifiable voter data.
WPP Media Tests Charity-Based Synthetic Audiences
WPP Media has partnered with data startup Givsly to test synthetic audiences built in part from charity donation data for programmatic media buys in the U.S. Givsly’s system — built using the Claude LLM and layered with national census, election results and nonprofit donation signals — generates audience segments that WPP enriched with its own first- and second-party data. Early PMP tests across four beauty and fashion campaigns (running on CTV and online video) produced a reported 2% lift in video completion rates. WPP says the approach helps target audiences by social values as well as demographics. Forrester and other industry observers cautioned that results depend on the quality of input data and matching capabilities (InfoSum was named as a matching capability referenced). WPP plans to roll the solution out to U.S. clients following initial tests.
Target Voters by Values: OpenX Launches New Ad Tool
OpenX launched a sell‑side curation and targeting solution for political advertisers in partnership with data provider Givsly. The tool lets campaigns target voters by shared values (not party affiliation) across premium CTV and digital publisher inventory; launch partners include Newsweek, Plex, Xumo and Scripps. Givsly derives signals from over 500 nonprofits to build values-based audiences, which OpenX matches to its identity graph and packages into deal IDs for direct or programmatic activation. The product includes publisher controls (advertiser approval lists, creative review, allow lists) via the OpenXSelect curation platform. AdImpact projects roughly $10.8B in political ad spend this year, underscoring demand for curated, brand-safe supply.
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