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Microsoft Advertising’s MacGregor on Audience Scale & Leadership Lessons

AMENIA, NY— A Googler who recently left to head up a Microsoft Advertising division says she was inspired by Microsoft’s leadership, audience and product offering. Wendy MacGregor, VP of Global Media & AdTech Solutions, who recently joined the company from Google, says she was drawn to growth and building opportunities. "We also have an incredibly high quality engaged audience," MacGregor says. "And when I think about the engagement, it spans across life. It's work, it's play, and it's a great way for us to be thinking about how we frankly provide support and service to [...]

Posted on 09/09/2024 at 4:33

Beet Retreat Berkshires 2024

Recent Videos

Audience Measurement in a Privacy-First World – Mastercard’s Scott Lichtenthal

AMENIA, N.Y. – Marketers want as much information as possible about customers who consent to sharing details about what they buy. This first-party data is a valuable resource that can help with measuring audiences and the ability to reach them effectively. “There is no world where first-party data is not important for measurement,” Scott Lichtenthal, senior vice president of advanced analytics products at [...]

Collapsing the Funnel: GroupM’s Lavin on the Evolving Role of Retail Media

AMENIA, NY — The US market for commerce media is maturing rapidly, with clients now focusing on more asking questions beyond basic education. They are seeking ways to prove the effectiveness of their spending and drive incremental sales across retailers. Measuring the impact of commerce media investments has become a key challenge for brands. They want to understand how their spending is [...]

Giving AI a Heart: Digitas’ Jones on Supercharged Context

For Digitas North America's Megan Jones, contextual AI is unlocking a new era in which brands can engage audiences with unprecedented relevance. Context has always been a key consideration for advertisers. But, whilst context used to be somewhat up to interpretation, AI is now supercharging marketers' ability to understand it. "It's a pretty empowering moment in terms of context now being tech-enabled [...]

Paramount’s Scoles: Advertising Is Converging Across Screens

AMENIA, NY — Viewers are increasingly watching the same kind of TV content across different devices and services. And that means the industry needs a more holistic approach to advertising, says Travis Scoles, EVP of Advanced Advertising at Paramount. In this video interview with Beet.TV contributor Rob Williams, Scoles says the industry is moving from simply focusing on device graphics and territorial [...]

Sports Rights Fragmentation Brings New Opportunities: Dentsu’s Lewis

AMENIA, NY — The biggest battleground in TV today is sports rights - and those rights are becoming ever more fragmented amongst a growing number of players. But, while that is introducing complexity, it is also opening up new opportunities for engaging audiences in different ways. Cara Lewis, Chief Investment & Activation Officer of Dentsu International, says her agency is helping clients understand [...]

What a Great Beet Retreat in the Berkshires: Santa Monica Is Next!

Many thanks to our participants at the Beet Retreat in July in the Berkshires. We had illuminating conversations, invaluable networking and great times! We also produced a much-watch series of some 30 interviews. Special thanks to our Beet Retreat Berkshires partners Magnite, TransUnion and Mastercard. Please check out our highlight reel on this page. We will be back next July! We are now [...]

Contextual AI Redefines Brand Storytelling in a Post-Cookie World: GDS&M’s Kersey

In a time of increasing consumer angst over data privacy, brands and agencies are grappling with how to leverage data effectively while still crafting powerful brand narratives. But has the reliance on cookie data pulled focus away from defining a brand's core message? "I think we've relied on this data so closely that it's moved us agencies and brands alike away from [...]

Advertising’s Atomization Demands New Thinking: Rob Norman On Retail Media

AMENIA, NY — The advertising world has shifted from a centralized oligopoly to a complex, atomized environment where countless market participants are vying to deliver and measure ads at the very edge of the consumer experience. That’s the view veteran ad man Rob Norman, Director and Advisor, gives in this video interview with Beet.TV. "What's changed since media has not just become fragmented [...]

AI Adoption is a Roadmap and Work in Progress for Agencies: Quigley-Simpson CEO Fremont

AMENIA, NY — For agencies like Quigley-Simpson, adopting artificial intelligence is a roadmap and a work in progress - but human analysis is still critical, says CEO Carl Fremont in this video interview with Beet.TV. Fremont's agency is getting to grips with AI by partnering with tech vendors. Rather than simply taking AI for granted, Quigley-Simpson goes "deep" on exactly how partners [...]

Dual-Screen TV Helps Brands Run Performance Campaigns: Telly’s Bob Ivins

AMENIA, N.Y. – Amid the proliferation of “walled garden” media platforms that jealously guard their user data – such as Facebook, Amazon, Google and connected-television apps that require a login – advertisers are seeking ways to get more complete information about consumers and their behaviors. Technology startup Telly aims to provide advertisers with that more holistic view of audiences by asking [...]

Screens Are Everywhere, Boosting Demand for Quality Content: VideoElephant’s Daniel Harrison

AMENIA, N.Y. – Video screens are found almost everywhere from people’s households to car dashboards to billboards to bus stops to airline seats to gas pumps to ride-share vehicles to waiting rooms. This proliferation is driving a need for fresh content, especially programming that’s supported by advertising. “We are in the age of massive consumption of video. There is more content [...]

Marketers Can Harness New Tools to Improve Audience Targeting, Ad Addressability

Advertisers face a significant challenge as technology gives consumers more control over how they access media content amid an ever-expanding universe of choices. However, the digitization of media content also gives advertisers more tools to reach audiences with greater precision and a higher likelihood of a positive business outcome. In this panel discussion, several experts discuss how they are conquering [...]

Large-Language Models Drive AI Innovation in Advertising

CANNES - Media and marketing are being transformed by generative artificial intelligence, the technology that powers popular apps such as ChatGPT. Gen AI relies on what are known as large language models, or LLMs, to perform a variety of tasks such as creating text, answering questions and recognizing the context of interactions with consumers. This discussion focuses on the challenges [...]

Marriott’s Donovan Sees Personalization, Entertainment Driving Marriott Media Network

AMENIA, NY — As the burgeoning category of retail and commerce media networks continues to hit travel, Marriott is aiming to partner with entertainment brands its thinks underpin travel, The Marriott Media Network launched in 2022, offering an omnichannel experience, reaching consumers throughout their travel journey via display, mobile, email, and future content integrations and in-room opportunities like hotel televisions. Now it [...]

Gen AI’s Powerful Capabilities Fuel Innovation for Marketers

Generative artificial intelligence has been popularized in the past couple of years by apps such as ChatGPT, which can quickly generate responses to questions in everyday language. In the realm of advertising, gen AI is having a profound effect on marketing and creative processes. This discussion at the Cannes Lions International Festival of Creativity focuses on gen AI’s ability to [...]

Political Ads Benefit from Supply Path Optimization: Powers CEO Jordan Lieberman

This year’s election season has brought a significant shift in how campaigns reach likely voters through television, especially as streaming video becomes more popular. Political advertising also can benefit from tools such as supply path optimization, or the process of finding the most direct and cost-effective routes for buying digital ad inventories, including those for connected television. “We're getting more control of [...]

Aggregated and Anonymized Data Drives Business Outcomes for Brands: Mastercard’s Mohamed Abdelsadek

AMENIA, N.Y. – As television becomes more digital, advertisers are seeking to measure the effectiveness of their campaigns in ways that can be compared to their online efforts. Payments giant Mastercard has a role in this process. “We're able to help identify that a specific ad is able to have a lift and an impact in a ZIP code in a [...]

Audience Identifiers for CTV Ads Rely on Privacy-Safe Cloud

CANNES - Connected television is a cookieless media environment, making other kinds of audience identifiers an important part of advertising activation and measurement for marketers. Innovations in privacy, security and decentralized technologies are transforming the addressable marketing world for CTV, as our expert panel discusses in this video. Gareth Davies, senior vice president at TransUnion Bill Stratton, global head of [...]

Cord Cutting Has Permanently Changed Political Advertising: Push’s Eric Frenchman

Media forecasters expect the 2024 election cycle to be the most expensive ever, with more than $10 billion spent on all media platforms. Amid this record spending, cord cutting has permanently changed the media-buying strategies for political campaigns. Eric Frenchman, advertising executive at Push Digital, is seeing this shift in very personal terms. “My mom just had her 82nd birthday. Two years [...]

Wurl, Comcast & Sharethrough Execs Debate Driving Value for SSPs and DSPs

CANNES — Panelists debate the state of programmatic advertising, with mixed views on whether "walled gardens" are beneficial or detrimental. Some argue for more collaboration and simplified processes to reduce confusion for brands. Others suggest "walled gardens with doors" - controlled access that still allows data sharing and interoperability. Overall, the industry appears to be moving toward more openness, though [...]