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.

翻译：随着在线视频消费的快速增长，视频广告在数字广告领域已占据主导地位。然而，多样化的用户与观看情境使得“一刀切”的广告创意难以保持持续效果，这凸显了个性化的重要性。在实践中，大多数个性化视频广告系统遵循基于检索的范式，即从少量专业预制的创意库中为每位用户选择最优的一个。这种静态且有限的创意库存既限制了个性化的精细度与时效性，也阻碍了基于在线用户反馈对创意进行持续优化。生成式人工智能的最新进展使得我们能够超越检索范式，在服务时于连续空间中优化视频创意成为可能。鉴于此，我们提出了NextAds，一种面向下一代个性化视频广告的生成式范式，并将其概念化为四个核心组件。为促进可比的研究进展，我们构建了两个代表性任务：个性化创意生成与个性化创意融合，并引入了相应的轻量级基准。为评估可行性，我们为两项任务实例化了端到端流程，并进行了初步探索性实验，结果表明生成式人工智能能够以令人鼓舞的性能生成并融合个性化创意。此外，我们讨论了该范式下的关键挑战与机遇，旨在为研究人员和实践者提供可操作的见解，并推动个性化视频广告领域的进展。