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TV Measurement Needs Maslow’s Hierarchy, More AI, Fewer Dashboard Hostages: EDO CEO Kevin Krim

MIAMI – At the POSSIBLE conference, Kevin Krim, president and chief executive of media-measurement firm EDO Inc., arrived with a message that probably startled at least a few ad executives wandering Miami Beach meeting halls in search of cold brew and attribution models: the future of TV measurement apparently runs through Maslow’s hierarchy of needs. Yes, that Maslow. The pyramid from Psych 101. Speaking with Beet.TV contributor David Kaplan, Krim compared the evolution of TV measurement and AI-enabled advertising tools to the climb from basic survival toward “self-actualization,” which isn’t usually a [...]

Posted on 05/27/2026 at12:17

POSSIBLE 2026

Recent Videos

Fluent’s Matt Conlin: Programmatic Infrastructure Hasn’t Caught Up to Post-Transaction Performance

MIAMI — Post-transaction advertising delivers measurably stronger results than traditional display, but the programmatic infrastructure built to serve the open web may be holding marketers back from realizing its full potential. “The unique thing about post-transaction is high-impact inventory, and it’s brand safe because a real person just made a purchase, which drives incredibly strong performance and click-through rates,” Matt Conlin, [...]

Warner Bros. Discovery Gives Advertisers Real-Time Campaign Controls With New Dashboard

The days of waiting until a campaign ends to find out whether it worked may soon be over. Warner Bros. Discovery has unveiled a real-time measurement and attribution dashboard that lets marketers monitor and optimize campaigns while they're still running - a shift from the traditional post-campaign reporting model that has long frustrated brands seeking agility. "For the first time, we are [...]

Crossmedia’s AI Is Built to Free Planners From Excel Hell

For many in the media planning and buying world, the daily work remains full of manual processes and disconnected spreadsheets. But, as artificial intelligence continues its march across the industry, some are seeing an opportunity to rewire that legacy system. The goal is to create an integrated ecosystem that automates the grunt work, freeing up human talent to focus on innovation [...]

Beet@20: Doug Rozen of Cadent Warns AI Won’t Replace You, but AI Experts Might

As Beet.TV marks 20 years and roughly 11,000 interviews chronicling the twists, turns and identity crises of the media business, Doug Rozen, president of predictive advertising company Cadent, has a message for advertisers everywhere: consumers are exhausted, your frequency cap is probably broken and nobody wants to see the same streaming ad four times in a single episode. Speaking with Beet.TV [...]

Butler/Till’s Gina Whelehan: Healthcare Marketers Must Adapt to AI Impact on Patient Search Behavior

MIAMI — Large language models and prompt-driven searches are transforming how consumers seek health information, but many healthcare marketers haven’t adjusted content strategies to appear in these new discovery environments. “The way in which we search for content today is just evolving. When you think about how folks are leaning into LLMs and prompts to get really important information about maybe [...]

Travel Intent Data Is the New Airport Lounge for Advertisers: Yahoo DSP’s Emily Ray

If the advertising industry needed another excuse to obsess over travel data before Cannes Lions, Yahoo DSP’s Emily Ray just handed the industry a boarding pass. In an interview with Beet.TV contributor David Kaplan ahead of next month’s “Flight to Cannes” with Kinective Media by United Airlines, Ray described travel signals as one of the richest sources of consumer intent [...]

EssilorLuxottica’s Caroline Proto: Is There More to TV And Digital Video Than Driving Upper Funnel Awareness?

MIAMI — Television and digital video face persistent categorization as great for brand affinity and awareness, not so great for generating clearly measurable outcomes. But that dynamic may be changing. “TV and digital video are always bucketed in that upper funnel awareness driver. We’ve spent a lot of time finding ways to make that into a story that shows that it [...]

TV’s ‘Front Door’ Now Comes With Deterministic Data and a Side of AI: Roku’s Lauren Benedict

MIAMI – At the Possible conference for marketers, Lauren Benedict, vice president of global ad sales and partnerships at streaming pioneer Roku, delivered a message that probably made half the adtech ecosystem nod thoughtfully while the other half quietly updated their pitch decks to include the phrase “front door to the viewer experience.” Roku, whose advertising revenue jumped 27% from a [...]

DeepIntent’s Natalie Mancuso: Healthcare CTV Drives Better Performance than General Online Video

Not all digital video yields equal results. Case in point: DeepIntent’s Natalie Mancuso points to internal findings that connected TV advertising in healthcare generates twice the new-to-brand prescription rate compared to online video alone when combined with sequential messaging and clinical conversion tracking rather than traditional click-through metrics. “We see CTV drive two times higher new-to-brand prescriptions than online video alone,” [...]

For Pharma Advertising, an Authentic Human Touch Is Still the Best Medicine

MIAMI — The pharmaceutical industry has long been considered a laggard in digital advertising innovation, hamstrung by regulatory hurdles and lengthy compliance approvals. But that gap is finally closing as programmatic capabilities mature and creative strategies become more sophisticated. The shift represents a fundamental change in how pharma marketers approach campaigns, moving away from siloed thinking where data, creative, and measurement [...]

Contextual Ads Have Finally Graduated from ‘Cookie Backup Plan’ Status: Seedtag’s Tina Iannacchino

As publishers scramble to survive collapsing referral traffic, disappearing cookies and the growing reality that AI search engines increasingly answer questions without sending readers anywhere, Tina Iannacchino of Seedtag says the industry may still be underestimating one of digital advertising’s oldest tools: contextual targeting. “In my opinion, what publishers are still underestimating about the value of contextual today is,” Iannacchino said, [...]

Channel Factory’s Nico Greco: Brand Safety Rules were ‘Designed for Human Authors,’ not AI-Generated Content

MIAMI — Traditional brand safety guidelines fail against artificial intelligence-generated content because existing tools and platforms cannot handle the volume and sophistication of machine-created material flooding digital environments. “Brand safety rules, guidelines, everything that’s been broken out, has been designed for human authors. It’s all been designed for human creators,” Nico Greco, Channel Factory’s CRO, told Beet.TV contributor David Kaplan at [...]

Brand vs. Performance Is a False Choice, Says StackAdapt’s CMO

MIAMI — The pressure on marketers to show results has never been more intense - but chasing short-term performance at the expense of brand building is a trap, according to one ad-tech executive who lives both sides of that tension every day. Ryan Nelsen, chief marketing officer at StackAdapt, argues that the traditional separation of brand and performance marketing is collapsing, [...]

Publicis Buys LiveRamp in $2.5 Billion Push Into AI-Driven Advertising

Publicis Groupe agreed to acquire LiveRamp in an all-cash transaction valued at roughly $2.5 billion, giving the French advertising giant a larger foothold in the fast-changing market for data collaboration and AI-powered marketing technology. The deal values LiveRamp at $38.50 a share, about 30% above the company’s closing stock price on May 15, before the acquisition was announced. The transaction is [...]

T-Mobile Bets Edge Computing Will Transform In-Store Retail Media

The majority of retail transactions still happen inside physical stores, but are the media environments within those spaces connected to the sophisticated targeting capabilities available online? T-Mobile Advertising Solutions is now positioning itself as a bridge between the two worlds, offering retailers a turnkey system to transform their stores into "addressable media environments." "I think in-store media plays an important role in [...]

Your Airport Ride Is Now a Loyalty Program With Wheels: Lyft’s Jordan Glassberg

The humble rideshare trip has officially entered its luxury-era branding arc. According to Jordan Glassberg, vice president of partnerships and loyalty at Lyft, your ride to the airport is no longer just a ride. It is a “travel ribbon.” Your dinner reservation is a “moment.” Your Lyft account is becoming a loyalty wallet with tires. And somewhere in the middle of [...]

Digital Advertising Measurement Is Broken, and Offline Signals are the Fix: Padsquad

MIAMI — The advertising industry has been measuring digital campaigns the same way for years, clinging to metrics that create more noise than insight. Meanwhile, brands and agencies struggle to separate meaningful signals from the clutter of KPIs that fail to connect with actual business outcomes. "We're living in a time and a place where there are tons of mixed signals [...]

Pharma Brands are Missing CTV’s ‘Halo Effect,’ Says CMI Media Group’s Miller

MIAMI — The pharmaceutical industry has long treated television advertising with affection - big budgets, elaborate productions, and a stubborn attachment to linear broadcasts. But the economics of reaching patients and healthcare professionals are shifting dramatically. Connected TV offers pharma marketers something linear never could: the ability to adjust targeting, frequency, and creative in real time while measuring downstream effects across [...]

Goodway Group’s Paul Frampton: TV and Digital Disciplines Were ‘Two Different Things,’ now ‘Almost One and the Same’

MIAMI — Television planning and digital video buying evolved as separate disciplines with distinct trading audiences and methodologies, but audience fragmentation across streaming platforms and emerging video environments is forcing industry convergence around content quality and emotional engagement rather than channel definitions. “I grew up in a world where I learned how to be a TV planner and it worked in [...]

Magnite’s Sean Buckley: What Supply Side Consolidation Means to the Buy Side

MIAMI — Supply-side platform partnerships have dramatically consolidated as buyers recognize the inefficiency of managing dozens of technology relationships, shifting toward deeper integrations with two to five strategic partners rather than broad vendor distributions. “If you go back six or seven years, it was not uncommon for buyers to work with 50, 60 downstream supply side technology companies,” Sean Buckley, president, [...]