{"id":9938,"date":"2025-12-07T17:43:57","date_gmt":"2025-12-07T22:43:57","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/07\/deep-learning-intentgpt-and-the-new-rules-of-performance-marketing-with-jaysen-gillespie-of-rtb-house\/"},"modified":"2026-07-13T12:21:26","modified_gmt":"2026-07-13T12:21:26","slug":"deep-learning-intentgpt-and-the-new-rules-of-performance-marketing-with-jaysen-gillespie-of-rtb-house","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/deep-learning-intentgpt-and-the-new-rules-of-performance-marketing-with-jaysen-gillespie-of-rtb-house\/9938\/","title":{"rendered":"Deep Learning, IntentGPT, and the New Rules of Performance Marketing \u2014 With Jaysen Gillespie of RTB House"},"content":{"rendered":"<p><\/p>\n\n\n<p class=\"wp-block-paragraph\">In a marketing world reshaped by privacy shifts, fragmented identity, and the rise of next-generation AI, performance advertisers face both a reckoning and a renaissance. In this episode of <b>AI: Machine-Made Marketing<\/b>, we sit down with <b>Jaysen Gillespie<\/b>, Global Head of Analytics and Product Marketing at <b>RTB House<\/b>, to break down how deep learning is redefining personalization, why contextual targeting is being reborn, and how marketers should prepare for the volatile years ahead.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jaysen unpacks the evolving \u201ccookie-reduced ecosystem,\u201d the difference between machine learning and true AI, and why the marketers who win will be the ones who embrace curiosity, diversify their toolkits, and lean into incrementality as their guiding metric. He also takes us behind the scenes of <b>IntentGPT<\/b>, RTB House\u2019s breakthrough approach to contextual relevance powered by large language models.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Deep Learning, IntentGPT, and the New Rules of Performance Marketing &mdash; With Jaysen Gillespie of RTB House\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=jbaz3-19e3c56-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=fb0584\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images 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style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/playlist?list=PLcTvMd3G4U69l7Mez7Wrq8POuTgfiGi6e\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, 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curiosity.<\/p>\n","protected":false},"author":7,"featured_media":9939,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[35,23],"class_list":["post-9938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-ai-machine-made-marketing","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Deep Learning, IntentGPT, and the New Rules of Performance Marketing \u2014 With Jaysen Gillespie of RTB House | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/deep-learning-intentgpt-and-the-new-rules-of-performance-marketing-with-jaysen-gillespie-of-rtb-house\/9938\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deep Learning, IntentGPT, and the New Rules of Performance Marketing \u2014 With Jaysen Gillespie of RTB House\" \/>\n<meta property=\"og:description\" content=\"Jaysen unpacks the evolving \u201ccookie-reduced ecosystem,\u201d the difference between machine learning and true AI, and why the marketers who win will be the ones who embrace curiosity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/deep-learning-intentgpt-and-the-new-rules-of-performance-marketing-with-jaysen-gillespie-of-rtb-house\/9938\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-07T22:43:57+00:00\" 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