David Kaplan

LAS VEGAS — Artificial intelligence can reshape advertising from disruptive interruption to emotional complement by matching ad tone to surrounding content, preventing jarring transitions that produce negative attention as opposed to the good kind. “Let’s say someone was watching Good Will Hunting. It’s the iconic scene where Ben Affleck’s in the bar in Boston; it’s […]

LAS VEGAS — Gaming purchases differ from typical consumer electronics transactions because they’re driven by passion and escape rather than necessity, creating emotional connections that retailers can leverage for brand partnerships. “A lot of consumer electronics is based on necessity. When we think about gaming, it’s all about the one,” Derek Bodurka, partner and category […]

LAS VEGAS — Pharmaceutical advertising has been the backbone of TV ad strategies since the inception of the medium. But maintaining that central role requires embracing new delivery platforms including YouTube and connected TV as consumer viewing behavior shifts. “It’s about staying the backbone [of TV],” Kurt Robinson, evp, business development at Swoop, told Beet.TV […]

LAS VEGAS — Creative and media teams frequently operate in isolation and optimize independently despite opportunities to integrate contextual signals across both functions for improved campaign performance. “Too often they’re in silos and optimize separately,” Christopher Murphy, svp, strategy and business development at Innovid, told Beet.TV Editorial Director Lisa Granatstein at CES. “The fidelity of […]

LAS VEGAS — Consumers increasingly feel brands don’t care about them as companies reduce brand investment under pressure to prove immediate value, creating disconnection that surfaces in research showing most people believe advertisers pursue transactions rather than relationships. “Something like 71% of consumers have said, ‘I think they’re only after me for my dollars.’ Meanwhile, […]

LAS VEGAS — Principal-based media buying can best be seen as a not just an update of traditional “media barter” arrangements, but as a way to solve the problems associated with that old form of agency/publisher deals. As Incon International’s Reid Steinberg notes, principal-based buys can help advertisers unlock additional budgetary spending. On top of […]

LAS VEGAS — Artificial intelligence models trained on low-quality data risk generating meaningless insights that then degrade further as models train on their own flawed outputs, creating a destructive cycle that obscures actual campaign performance. “One thing that I fear, especially with all the excitement around AI, is that the quality of the training data […]

LONDON — Retail media is evolving from a transaction-focused performance channel toward brand building as companies leverage data and signals to shape customer connections across multiple touchpoints. “Companies can actually use the data in two ways. One is obviously the transaction that will always be there, will remain strong, but also brand building,” Luis Martinez, […]

LONDON — Connected TV home screens function as digital billboards that capture viewer attention before content consumption begins, offering targeting capabilities unavailable in traditional out-of-home advertising. “It is very similar to out of home in the sense that it is a billboard. For lack of a better word, it is a billboard on the homepage […]

RANCHO PALOS VERDES, CALIF — IP addresses for targeting is a particular challenge for marketers due to the volatile, unpredictable nature of signals that change locations constantly, creating measurement and attribution problems that a location-focused approach aims to stabilize. Digital Envoy, the data provider that focuses on geo-location, sought to respond to those issues in […]

LONDON — The ad industry is far past the “experimental stage” of artificial intelligence use cases, but that doesn’t necessarily mean the messy complexity associated with the transition is over. “You have to wallow in the mud, which is there’s so much change happening and it’s such transformative change,” Ramsey McGrory, President of Mediaocean’s omnichannel […]

RANCHO PALOS VERDES, CALIF. — Best Buy can tie almost all its transactions back to individual customers, an ability the company considers market leading that’s based on precise measurement and attribution across the complex consumer electronics purchase path. “We have a 93% revenue identification rate. So what that means is 93% of our transactions we […]

LONDON — Some advertisers have progressed beyond measuring attention as a signal to using it as a planning currency for more than a year. Still, many others are just beginning to analyze attention metrics from existing campaigns. “I know a sport brand, for instance, which has been using attention from a planning perspective for over […]

In-store retail media is maturing beyond pilot programs toward enterprise-wide networks as national brands commit repeat investments and standardized measurement becomes urgent rather than aspirational. “We’re seeing that national brands are shifting real media dollars [from online] to in-store with repeat investments. That demand for standardized KPIs has really become urgent, and that’s causing a […]

RANCHO PALOS VERDES, CALIF. – Linear TV ad budgets have gone from a steady migration to connected TV to a full-on deluge after two decades of industry predictions. The shift has followed linear viewership rates that push buyers toward direct insertion order deals seeking CPM guarantees and impression volume. “I’ve been saying this for 20 […]

NBCUniversal today announced a suite of new cross-platform data and technology products that promises to enhance the consumer experience and prove real-time impact for advertisers.  Chief among NBCU’s solutions was the introduction of LIVE Total Impact, which the media giant is billing as industry’s first cross-platform tool designed to leverage real-time viewership of live tentpole […]

LONDON — Advertisers have faced the perennial issue of balancing identity-focused ad targeting with the need to respect these same consumers’ demand for privacy. The promises of agentic AI seem to grow on a daily basis, but the still-emerging tech just may be the one to solve this targeting dilemma for marketers and media buyers. […]

Publishers facing traffic declines from artificial intelligence-powered search summaries might have one engaging tool to fight back. “Video can’t that easily be replaced by an AI summary. Even if you do video to text and you can summarize it, it doesn’t replace the experience of watching a video,” Shachar Orren, co-founder, CRO and CMO at […]

RANCHO PALOS VERDES, CALIF. — Roku and Amazon are integrating their connected TV operating systems to reach more than 80% of the U.S. market, promising to create even more massive scale for marketers. “By combining those two data sets, we now have the ability to reach over 80% of the US CTV footprint through Amazon […]

RANCHO PALOS VERDES, CALIF. — Retail media and commerce media networks are often flying blind when targeted consumers share login info. But United Airlines’ commerce network Kinective Media rarely flies off course thanks to the specifically known travelers taking its seats. “You have to be you to sit on our airplane. There’s no way around […]