Introducing Synthetic Values-Based Audiences
Givsly's New Values-Based, AI-powered Targeting Tool Enables Brands to Reach Customers Better
Advertising has long leaned on demographic shorthand - age, gender, generation - to guess what people want. Givsly just launched a values-based, AI-powered targeting tool built on the idea that this shorthand alone is not helping brands best reach their customers.
Unveiling at Cannes, the new tool brings synthetic audiences, a technique normally used in market research, into media targeting for the first time. Using AI, it models audiences by shared values, inferred motivations, and behavioral signals rather than blunt demographic labels, building on Givsly's existing engine spanning 150+ values and cultural signals like health and wellness, commitment to community, and ethical product development. Brands can also layer in their own data as an additional filter.
"In many cases, the highest propensity audience are the ones brands aren't targeting," says Givsly CEO Chad Hickey. That claim has data behind it: a Givsly/GWI study found 86% of consumers say shared values influence which brands they choose.
The tool is already in testing with agency and brand partners, with strong early interest from execs across adtech and major consumer brands.
