AMENIA, NY – At the Beet Retreat Berkshires, Maureen Bosetti, chief investment officer at Interpublic Group’s IPG Mediabrands, shared her insights on how data, automation and AI are transforming the media landscape, and what keeps her up at night as the industry evolves.
Speaking with Beet.TV contributor David Kaplan, Bosetti pointed to the growing importance of integrating clients’ first-party data with IPG’s proprietary identity stack. The goal, she said, is “unified IDs” that enable more effective planning, buying and measurement across platforms.
“We’re seeing the most effective technology integrations where we can ingest client data and overlay it with our own infrastructure,” she said. “That gives us a single view for strategy and performance.”
AI as strategic accelerator
Bosetti expressed strong optimism about AI’s ability to streamline agency workflows, from media planning to campaign reporting.
“AI is already helping us automate everything from uploading briefs to generating media plans, channel allocations, and even trafficking sheets,” she said. “It allows our teams to focus on strategic thinking instead of manual tasks.”
But she also issued a caution. While she sees the long-term benefits of automation, she’s concerned about what it means for the future workforce.
“We have to ask ourselves: How do we ensure a steady flow of talent into this industry? How do we nurture and train the next generation when the jobs are evolving so quickly?”
Building for a fragmented future
With linear TV no longer the dominant force it once was, Bosetti discussed the agency’s investment in building future-proof infrastructure. IPG’s proprietary Interact platform is designed to unify planning, buying, and measurement across digital video, streaming, linear, and programmatic platforms.
“We’re focused on holistic planning,” Bosetti said. “That means bringing all the datasets — streaming, linear, digital — into one place and making sure our buying platforms and publisher relationships are aligned to support that vision.”
While fragmentation remains a challenge, she noted, IPG’s unified platform approach is a major step toward cohesive measurement and smarter media allocation.
Mediabrands’ Bosetti: Holistic Measurement Essential for Converged TV Success
