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WPP Media’s Silvia Sparry: Advertisers Need to Let Go of ‘Identity Obsession’

LONDON — Advertisers have faced the perennial issue of balancing identity-focused ad targeting with the need to respect these same consumers’ demand for privacy. The promises of agentic AI seem to grow on a daily basis, but the still-emerging tech just may be the one to solve this targeting dilemma for marketers and media buyers. “The problem from an advertiser perspective is that there is a lot of fragmented data out there and historically we’ve really seen data really be just synonymous with targeting,” Silvia Sparry, global chief transformation officer at [...]

Posted on 12/16/2025 at2:08

Beet.TV Global Leadership Summit with WPP Media, presented by Criteo, Index Exchange, Seedtag & The Trade Desk

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AI-Powered Contextual CTV will Define the Next Wave of Streaming Advertising: WPP’s Jess Brown

As connected television matures, contextual targeting is set to become more intelligent, more dynamic and far more creative, according to Jess Brown of WPP Media, speaking with Beet.TV contributor David Kaplan. Looking ahead to CES, Brown said she’s focused on three key trends in contextual CTV: using AI to scale relevance, bringing context into live moments, and reshaping creative to match [...]

AI is Streamlining Identity, Media Planning and Future of FAST: Spark Foundry’s Steve Birnbaum

RANCHO PALOS VERDES, CALIF. – As artificial intelligence reshapes nearly every corner of modern media, Spark Foundry president Steve Birnbaum says its most transformative effect can be summed up in a single word: streamlining. From how agencies use data to how brands connect with consumers, AI is helping reduce complexity, accelerate decisions and surface insights that once took teams countless [...]

EX.CO’s Shachar Orren: Video Is Publishers’ Best Defense Against AI ‘Zero-Click’ Era Because Summaries Can’t Replace Watching

Publishers facing traffic declines from artificial intelligence-powered search summaries might have one engaging tool to fight back. “Video can't that easily be replaced by an AI summary. Even if you do video to text and you can summarize it, it doesn’t replace the experience of watching a video,” Shachar Orren, co-founder, CRO and CMO at EX.CO, told Beet.TV contributor David Kaplan. [...]

WPP Media’s Wescott Targets 2028 for Critical Mass in Retail Media Certification

LONDON - The exploding retail media advertising sector may have hit a roadblock on its path to maturity, with a persistent lack of common measurement rules hindering its potential for scaled investment. To overcome this, the industry must move toward a future where standardized measurement is the default setting, not the exception. This is the view of Jason Wescott, global head of [...]

How Google Ad Manager Is Moving From ‘Pipe’ to Partner for Ad Agencies

LONDON - The programmatic supply chain has become a tangled web, and holding companies are demanding help to cut through it. That's why Google Ad Manager is doubling down on its agency-facing partnerships, responding to growing pressure from major buyers who want closer relationships with premium publishers and clearer paths through an increasingly complex ecosystem. "Over the last several years, we've had [...]

Retail Media Poised to Reshape Every Major Ad Channel: Analyst Andrew Lipsman

RANCHO PALOS VERDES, CALIF. — Retail media is rapidly evolving from a performance-driven niche into a foundational layer across the entire advertising ecosystem, according to analyst and consultant Andrew Lipsman, speaking with Beet.TV contributor David Kaplan at the Beet Retreat LA. Lipsman argued that the industry’s understanding of retail media remains too narrow. While brands often see it as a branch [...]

Healthcare Marketing Enters New Era: WPP Media’s Adam Arnegger on Power of Video and Connected TV

WPP Media takes a comprehensive approach to video, said Adam Arnegger, executive director and head of investment, in this interview with Beet.TV Editorial Director Lisa Granatstein. When it comes to planning and implementing strategies for clients, the media agency views video “holistically,” recognizing the power of linear television alongside the precision targeting of connected television and digital media. “When building those [...]

AI and the New Streaming Bargain, with KERV.ai’s Brad Quinn

RANCHO PALOS VERDES, CALIF. - Not long ago, the promise of streaming was an escape from the old world of television ads. But in a landscape now crowded with services and battling for subscribers, a new bargain has been struck. The ad-supported tier has become the undisputed growth engine of the streaming universe. "I think it's over 100 million folks have [...]

Emotional Context is Becoming Advertising’s Next Competitive Edge: Seedtag’s Marko Johns

LONDON – As the advertising industry grapples with tighter privacy rules and the fading usefulness of identifiable user data, contextual intelligence is emerging as one of the most important tools for reaching audiences, said Marko Johns, U.K. managing director at Seedtag, in an interview with Beet.TV contributor Robert Andrews at the Beet.TV and WPP Media Leadership Summit. Johns said the sector [...]

Roku’s Jeff Katz: Amazon Partnership Reaches ‘80% of U.S. CTV Footprint’

RANCHO PALOS VERDES, CALIF. — Roku and Amazon are integrating their connected TV operating systems to reach more than 80% of the U.S. market, promising to create even more massive scale for marketers. “By combining those two data sets, we now have the ability to reach over 80% of the US CTV footprint through Amazon and Roku’s operating system, which is [...]

CTV Growth is Fueling Both Opportunity and Complexity: OpenX’s Stacey Bohrer

RANCHO PALOS VERDES, CALIF. – As connected TV continues to pull viewers and ad dollars online, the advertising ecosystem is entering what may be its most dynamic, and complicated, phase yet, said Stacey Bohrer, senior vice president of buyer development for the Americas at OpenX. Speaking with Beet.TV contributor David Kaplan at the Beet Retreat LA, Bohrer described today’s media landscape [...]

Kinective Media’s Alissa Spiwak: Starlink will Enable Real-Time Ad Optimization at 30,000 Feet

RANCHO PALOS VERDES, CALIF. — Retail media and commerce media networks are often flying blind when targeted consumers share login info. But United Airlines' commerce network Kinective Media rarely flies off course thanks to the specifically known travelers taking its seats. “You have to be you to sit on our airplane. There’s no way around it. You’ve proven it four times [...]

Advertisers are Coming Back to News, With Better Tools: Ad Fontes Media’s Vanessa Otero

RANCHO PALOS VERDES, CALIF. – At a time when misinformation, polarization and platform fragmentation dominate the media landscape, Vanessa Otero said one thing is clear: advertisers are relearning how to trust news, so long as they have the right data. Otero, founder and chief executive of Ad Fontes Media, said her company’s mission is simple but ambitious: rate news sources for [...]

Sell-Side Decisioning is Reshaping Programmatic Activation: Index Exchange’s Sarah Botherway

LONDON - Advances in infrastructure and computing power are fundamentally changing how programmatic advertising operates on the supply side, enabling faster, more sophisticated decision-making that was previously impossible, said Sarah Botherway, marketplace operations director at Index Exchange. Speaking with Beet.TV contributor Robert Andrews at the Beet.TV and WPP Media Leadership Summit, Botherway said improvements in latency and processing power have transformed [...]

Twelve Labs’ Soyoung Lee: Video Foundation Models Finally Enable ‘Holistic’ Contextual Understanding

RANCHO PALOS VERDES, CALIF. — There’s a lot more to analyzing streaming video than what meets the eye. And while all kinds of software promises to plumb the depths of knowing what ads are working in real-time, the need to apply a genuine understanding is where multimodal video foundation models like that of Twelve Labs comes in. “Video is just really [...]

Scene-Level Targeting Brings AI’s Contextual Revolution To CTV

RANCHO PALOS VERDES, CALIF. - When it comes to advertising alongside video content, context has always mattered. But artificial intelligence is taking that context to a granular new level, potentially transforming how brands engage with viewers. The technology is enabling a shift from broad-brush categorization to pinpoint, scene-by-scene understanding of content – meaning ads can be matched to the exact moments [...]

Retail Media to Surpass TV Ad Spend as Upper-Funnel Brand Credentials Show: WPP Media’s Bukowski

LONDON – Retail media is entering a new phase, shifting from a narrow focus on placements and proximity to purchase toward a broader, intelligence-driven role across the full marketing funnel, said Samantha Bukowski, global head of commerce at WPP Media. Speaking with Beet.TV contributor Robert Andrews at the Beet.TV and WPP Media Global Leadership Summit, Bukowski said the industry is finally [...]

Mobile Gaming Drives Performance for Programmatic Ads: Zynga’s Corentin Leydis

RANCHO PALOS VERDES, CALIF. – Mobile gaming is emerging as a powerful complement to connected TV, giving advertisers new ways to combine premium storytelling with programmatic scale and measurable performance, according to Zynga executives speaking at the Beet Retreat LA. In an interview with Beet.TV contributor David Kaplan, Corentin Leydis, Zynga’s head of programmatic sales and agency relations, said the company [...]

Elevating Context, Commerce Media and the Power of Signals: Uber Advertising’s Kristi Argyilan

RANCHO PALOS VERDES, CALIF. – Uber Advertising is redefining what contextual and commerce media can deliver as brands look to connect more meaningfully with consumers in moments that matter. In this conversation at the Beet Retreat LA, Kristi Argyilan, global head of advertising at Uber Advertising, outlined how real-time signals, first-party data collaboration and AI are converging to make advertising [...]

Gracenote’s Kanishk Prasad: AI Enables Advertisers to Upload Brand Briefs and Find Matching Content

For all the talk about artificial intelligence complicating the business of advertising and media, there’s an argument to be made about how it simplifies the challenge of content discovery. For Gracenote, the path to easing consumers’ desire to find what they want to watch on TV involves allowing advertisers to upload brand briefs into large language models that identify appropriate [...]