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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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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, […]
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 […]
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 […]
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 […]
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. […]
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 […]
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 […]
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 […]
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 […]
Why Matching Ad Emotion to TV Content Triples Viewer Attention
MIAMI — CTV can target ads – but often to the wrong person in the household. A campaign aimed at pickup truck buyers might reach a household that fits the demographic profile, but if the teenage daughter is watching Gilmore Girls on dad’s account, that impression is essentially wasted. The solution, according to one ad […]
Universal Ads’ Adam Royle: Koddi Partnership Brings CTV to Commerce Buyers ‘Where They are Working Today’
Connected TV buying, planning, and measurement integration into commerce platforms eliminates traditional barriers that prevented retail media advertisers from accessing television inventory through familiar workflows. “This week, Universal Ads and ad tech company Koddi announced a strategic partnership that brings CTV buying, planning, and measurement into the Koddi platform,” Adam Royle, head of Strategic Partnerships […]
Beet@20: Lou Paskalis Says AI will Rewrite Marketing’s Playbook
Twenty years ago, Beet.TV pressed “record” at Google’s campus in Mountain View and quietly began documenting what would become a two-decade sprint through the media industry’s identity crisis, reinvention and occasional existential spiral. Fast forward 11,000 interviews later, and the cameras are still rolling, now in the corridors of CES and beyond, capturing executives like […]
TV Advertising Finally Learned to Count Past Gross Ratings Points: WBD’s David Porter
MIAMI — In an industry that still occasionally treats gross rating points like sacred scripture, David Porter, head of advertising research, data and insights at Warner Bros. Discovery, arrived with this suggestion: maybe it’s time to upgrade the math. Speaking with Beet.TV contributor David Kaplan at the POSSIBLE conference, Porter laid out a vision for […]
IAS’s Lisa Utzschneider: Total TV brings linear transparency to CTV
MIAMI — IAS launched Total TV to address advertiser reluctance to shift linear television budgets toward connected TV due to transparency gaps, providing show-level and channel-level verification through integrations with Amazon Prime, Paramount, Disney, and NBCUniversal. “If you ask brands, why won’t you shift more linear TV dollars over into CTV? They often say it’s […]