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Generative AI Transitions from Potential to Practical Use in Advertising

CANNES — Just 18 months since its inception, generative AI has rapidly evolved from a topic of excitement and possibility to a tool being actively experimented with and implemented by the advertising community. "Last year at this time, generative AI was only six months old. And so people were talking about the possibilities, the potential, the excitement," says Jennifer Kattula, GM & CMO at Microsoft Advertising, in this video interview with Beet.TV. "And this year what we're hearing is people are actually putting it into use." Advertisers are now exploring various use cases [...]

Posted on 07/25/2024 at 8:48

Global Leadership Summit: All Things AI, a Beet.TV Leadership Series at Cannes Lions 2024 presented by Celtra, Microsoft Advertising & Silverpush | Cannes Lions 2024

Recent Videos

United’s Kinective Media Network Takes Flight with Personalized Traveler Experiences

CANNES — When is a traveller not a traveller? United Airlines may have launched a new media network - but that doesn’t mean the ads will have to be travel-centric. Kinective Media Network is a commerce media platform designed to create personalized and immersive experiences for travelers at every stage of their journey. In this video interview with Beet.TV, Mike Petrella, MD, Strategic Partnerships, [...]

‘We’re In The Firmware’: Digital Turbine Unlocks the Potential of Mobile App Advertising

CANNES — The mobile app industry has come a long way since the early days of the iPhone, but there's still a significant gap between the time spent on mobile and the investment in mobile advertising. Despite the fact that 80% of mobile device time is spent in apps, the advertising dollars have not followed suit. Digital Turbine, a company that has [...]

CTV Combines Best of TV and Digital for Marketers: Innovid’s Dan Mouradian

CANNES — Connected TV (CTV) is becoming an increasingly attractive advertising channel for marketers by combining the best of traditional television and digital capabilities. And consumer-packaged goods (CPG) brands are flocking to the channel. In this video interview with Beet.TV, Dan Mouradian, SVP of Global Client Solutions at Innovid, explains what the company’s latest data shows about the trend. CTV Viewing And Ad Trends [...]

Beyond Hyper-Personalization: Digitas’ Nadeau On Finding A Role For Cookies And IDs

AMENIA, N.Y. — The digital ad industry has been preparing for a cookieless future. While Google's surprise decision not to deprecate cookies in its Chrome browser may reduce the urgency of the move, it won’t necessarily change the fundamental trajectory. "The cookie itself is just one tool as a means to reach those actual audiences and the true identity of someone," Liane [...]

Google’s Cookie Plans Have Key Opt-Out Choice for Consumers: InfoSum CEO Lauren Wetzel

AMENIA, N.Y. - Google this week ended a plan to remove tracking cookies from its popular Chrome browser after four years of delays and disagreements with marketers and advertising agencies. The search giant is giving people more choice in how their personal data are collected and used by advertisers. “Third-party cookies have always been terrible for privacy,” Lauren Wetzel, chief executive [...]

TikTok’s Jorge Ruiz: Measurement Is About Growing Clients’ Business

CANNES — Marketers today want to know that their ads work in delivering business outcomes, sales lifts and incremental results. But marketing measurement is not just about proving the impact of campaigns - it's also about growing the client's business. That is according to one man who is running the numbers for one of the leading social content platforms. 'Undeniable Trend' In this video [...]

Reaching Cookieless Audiences Brings 80% Boost: Intent IQ’s Beer-Gabel

The advertising world is in a state of flux as the deprecation of third-party cookies progresses, leaving advertisers and publishers alike grappling with how to maximize reach, performance and monetization. With some audiences still reachable by cookies and others not, the industry is seeking solutions that can bridge the gap. Alternative identifiers that can connect the sell-side and buy-side are attempting [...]

Retailers Embrace Data Collaboration to Fuel Retail Media Growth: LiveRamp‘s Kevin Dunn

CANNES — As the idea of leveraging first-party’s data grows in prominence, retailers, which have a direct relationship with their customers, look to be in a good position. Now the rise of clean room technology is enabling retailers to share audience insights. As consumers opt-in to share their data, retailers can provide brands with a more comprehensive understanding of their target audiences, says [...]

AI Is Priceless For Mastercard Marketers: Guerin

CANNES -- Mastercard's marketers have long favored an experiential approach to branding. Now they are adding artificial intelligence into the mix. In this video interview with Beet.TV editorial director Lisa Granatstein, Cheryl Guerin, EVP of Global Brand Strategy & Innovation at Mastercard, explains the company's new innovations. Adding AI for Creativity Guerin emphasizes the importance of using AI as an enabler rather than a [...]

Beet At The Berkshires: Mastercard’s Abdelsadek Relishes Measurement Meetings

Increasing regulation and consumer demand for better privacy protections are forcing advertisers to adapt how they measure the effectiveness of their campaigns. But there are ways to improve measurement accuracy while remaining privacy-compliant, regardless of whether explicit consumer consent is obtained. One of the world's leading financial services company's is attending Beet.TV's latest Beet Retreat to discuss the issues. Beet at the Berkshires Beet [...]

Retail Media Can Help Drive Brand Loyalty: CMX’s Pamela Young

CANNES – Retailers that sell advertising make up one of the fastest-growing parts of the media marketplace. Drugstore chain CVS Pharmacy in 2020 set up a retail media network called CVS Media Exchange, or CMX, to provide marketers with a way to reach audiences based on their product searches and membership in its loyalty program. “We have the benefit of being [...]

AI Empowers Faster, Better Creative Process: Celtra’s Mikek

CANNES — Artificial intelligence is set to revolutionize the creative and advertising process in the next few years - but what exactly will that look like? AI can make the process of creative supply much faster and easier, as well as improve the quality of the output, Mihael Mikek believes. "Everyone wants to leverage AI to basically be faster, better, obviously to reduce [...]

Magnite’s Diamond Looks Ahead To Beet Retreat Berkshires

After the advertising industry decamped to the seaside of Cannes in June, movers and shakers will head to the hills. Beet Retreat Berkshires takes place at the Troutbeck Estate hotel, July 21 to 23, with 125 attendees discussing performance TV advertising, identity solutions, AI and retail media. In this video interview with Beet.TV, Cassidy Diamond, VP of Brand Partnerships and Demand Facilitation [...]

Programmatic CTV Ads Benefit from Contextual Signals: Wurl’s Ria Madrid

CANNES – Households that connect their televisions to the internet enter a digital world filled with a growing number of streaming-video apps. The publishers of those apps are seeking ways to achieve the highest sales of advertising from the automated, or programmatic, marketplace of sell-side platforms (SSPs) and demand-side platforms (DSPs). “There is a lot of competition now within the SSP [...]

Traveler Media Offers Omnichannel Reach for Brands: United’s Aaron Gallagher

CANNES – In-flight magazines and catalogs are rarely found on planes these days, but that doesn’t mean marketers are left without ways to engage consumers throughout their travel experiences. With the launch of Kinective Media, carrier United Airlines is setting up a version of a retail media network to help advertisers reach advanced audiences. “We're able to target travelers with messaging [...]

Gaming Is The Next Streaming: Microsoft Advertising’s Lynne Kjolso

CANNES — For the advertising industry, the boom in video game advertising has always seemed to be just around the corner. But the world of gaming is already rapidly evolving, and with it comes a massive opportunity for advertisers to reach a highly engaged and loyal audience. With 3.4 billion gamers worldwide, the potential for in-game advertising is immense. Lynne Kjolso, VP of [...]

Disney Embraces Automation and Interoperability in Ad Sales

CANNES — Disney's annual upfront meetings in New York this year included plenty of commitments to ad automation, with about 50% of its ad sales being automated and addressably led. The company offers its clients flexibility in how they want to transact, whether directly, through PG, or through biddable options. "For us at Disney, we are really growing and expanding our automated [...]

Data Collaboration Unlocks Insights for Marketers: LiveRamp’s Daniella Harkins

CANNES – Privacy laws in many parts of the world have limited how brands can use people’s personally identifiable information for advertising and marketing. Amid these restrictions on the data they collect, brands must find ways to collaborate with other data sources to improve the effectiveness of their ad campaigns. Data collaboration is “how you can leverage your data, partner data [...]

Data Sources Fuel Commerce Media’s Results for Marketers: Criteo’s Todd Parsons

CANNES – Retailers that sell advertising have emerged as one of the fastest-growing segments of the media marketplace. The enthusiasm for these retail media networks, and commerce media at large, was evident at the Cannes Lions International Festival of Creativity. “For the first time, we're able to stitch together the customer journey, or the consumer journey, from the time that brands [...]

AI Poised to Transform Video Targeting, Says Silverpush’s Agnew

CANNES -- Could artificial intelligence be about to revolutionize the way brands advertise in online video? One executive thinks so. AI is set to transform how brands can take advantage of the actual content inside the videos against which they advertise, instead of relying on more traditional methods. "AI allows us to really understand what is happening within the video that is [...]