Analytical Tools Make Identity Graph More Powerful: TransUnion’s Matt Spiegel

LAS VEGAS –TransUnion has made its identity graph more accurate by integrating it with data from Neustar, which the consumer-data company acquired in 2021. The combination gives marketers greater accuracy in reaching target audiences based on identifiers such as an internet address. “A big part of the acquisition of Neustar was the technology platform under […]

 
 

Cookieless Future Demands Strategies for Data Signals: OMD USA’s Chrissie Hanson

LAS VEGAS – Alphabet Inc.’s Google this month began its long-planned effort to give people more control of their online privacy by limiting the use of tracking cookies in its popular Chrome browser. Advertising agencies are working to help their clientele adapt to the loss of a key signal of consumer behavior. “We’ve been diligently […]

 
 

AI Can Help Advertisers Reach Cross-Platform Audiences: NBCUniversal’s John Lee

LAS VEGAS – NBCUniversal this month launched One Platform Total Audience, a media planning and activation technology that uses artificial intelligence. It also plans to transact 50% of its business this year on strategic audiences to help brands reach viewers wherever they consume content. The idea “is the evolution and the next level of innovation […]

 
 

Influencer Marketing, Retail Media Are Key Growth Areas: Omnicom’s Megan Pagliuca

LAS VEGAS – Two of the biggest areas of advertising growth are influencer marketing and retail media networks, both of which promise to help brands break through the clutter and ultimately drive sales. Omnicom Media Group, the media-buying arm of holding company Omnicom Group, announced several initiatives to support clients with these opportunities. “Influencer marketing […]

 
 

How to Think About Signal Loss Aside From Cookies: Experian’s Chris Feo

SANTA MONICA, CA – A patchwork of privacy regulations worldwide has pushed marketers to be more careful about handling personal information about consumers. The result has been what marketers call a loss of signal, or the diminished ability to gather insights about people’s exposure to advertising and their intentions to buy a product. Signal loss […]

 
 

Adtech Investments Are Reaping Rewards for Marketers: Disney’s Dana McGraw

LAS VEGAS – Walt Disney Co. this year for the first time hosted its technology and data showcase at CES, where the media giant highlighted investments in adtech to give marketers more ways to reach audiences on streaming and linear platforms worldwide. Data clean rooms have become a key tool for advertisers and media companies […]

 
 

AI Helps to Carve Audience Insights From Big Data: Omnicom’s Paolo Yuvienco

LAS VEGAS – ChatGPT popularized the capabilities of generative artificial intelligence to create text on almost any subject and in any style. The technology has applications for professionals in media and marketing. “Being able to kind of distill things into more human-readable language — that has been transformative in our ability to actually garner insights […]

 
 

Data Signals Help to Refine Cross-Platform Ad Targeting: Spark Foundry’s Lisa Giacosa

LAS VEGAS – Many consumers divide their time spent with media among a wide array of content providers and devices. A variety of data signals provides clues for how to reach them. “If you think about just using data to find an audience, you have to think about how then that plays out in terms […]

 
 

GroupM North America Names Sharb Farjami as CEO

GroupM this week named Sharb Farjami as chief executive officer for North America. He previously was North America CEO for Wavemaker, another agency owned by holding company WPP. Beet.TV caught up with Farjami in the lead-up to the Cannes International Festival of Creativity in this video. He helped to establish Wavemaker as the leading performer […]

 
 

TV Advertising Is Becoming More Performance-Based: Moloco’s Dave Simon

SANTA MONICA, CA – Four companies in the United States this year received 66% of the country’s advertising revenue, data from Interpublic Group’s Magna Global show. Those Big Four – Alphabet’s Google, Meta Platforms, Amazon.com and Bytedance’s TikTok – are pushing other media companies to improve their audience targeting and other performance metrics. “There are […]

 
 

Retail Media Networks Can Shape Path to Purchase: Omnicom’s Jacquelyn Baker

LAS VEGAS – Retailers that sell advertising are more effective for brands when they’re able to collaborate on meeting the needs of consumers. These efforts are supported with a variety of data-driven marketing strategies. “Consumers will part with their money when you solve a problem for them,” Jacquelyn Baker, chief executive of Omnicom Commerce Group, […]

 
 

Cookieless Web Demands Robust First-Party Consumer Data: General Mills’ Jay Picconatto

LAS VEGAS – Alphabet’s Google for years has worked to give advertisers notice that it would end support for tracking cookies in its popular Chrome browser amid increasing concerns about user privacy and data protection. Many consumer packaged goods companies have worked to prepare for a cookieless future by developing their own data resources. “We’re […]

 
 

Video Publishers Must Optimize for Advertiser Demand: Fireside Chat with OpenX’s Amanda Forrester

SANTA MONICA, CA – Connected television’s roots are in ad-free subscription services such as Netflix, similar to the ad-free channels on cable such as HBO. The business model is evolving as consumers look for ways to cut their spending on streaming and streaming platforms add commercial breaks among their premium content. There are differences, though. […]

 
 

Cultural Insights Offer Edge in Ad Strategies: OMD’s George Manas

LAS VEGAS – Social media have sped up the proliferation of cultural moments, transforming digital images into viral memes and turning everyday people into celebrities overnight. Marketers can participate in these moments, making themselves relevant to consumers who spend their time with digital media. “We integrate cultural data sets that really give us an understanding […]

 
 

CTV Must Find Right Balance in Data-Sharing with Marketers: Kinesso’s Jean Fitzpatrick

SANTA MONICA, CA – Connected television is rooted in an ad-free experience, but that’s changing as popular services such as Netflix, Disney+ and Amazon Prime Video offer ad-supported tiers. Because CTV is digitized, it can more readily adopt automated buying and selling of advertising. “CTV has a big opportunity to learn from the programmatic landscape […]

 
 

Cost-Benefit Analysis Unlocks TV Ad Strategies: Yahoo’s Beau Ordemann

SANTA MONICA, CA – Marketers and media buyers that are weighing the best ways to reach television audiences most effectively are smart to conduct a cost-benefit analysis of their media plans. This process is especially important when making the transition from traditional insertion orders to automated transactions on programmatic platforms. “The marketer wants to understand: […]

 
 

Breast Cancer Is Life-Changing, And There Is Hope: Arena Group’s Katie Kulik in Conversation with Adobe’s Denise Colella

SANTA MONICA, CA – American Cancer Society data indicate that the death rates from breast cancer fell 40% between 1989 and 2016, a decline that’s partly attributed to early detection. The trend is encouraging, but it’s not necessarily comforting for anyone who has been diagnosed with breast cancer. For media professionals Katie Kulik and Denise […]

 
 

Data Clean Rooms & Audience Graph Are Powerful for Brands: Disney’s Dana McGraw

SANTA MONICA, CA – Disney in January for the first time will host its yearly Global Tech & Data Showcase as a live event at CES, the hugely attended consumer electronics exhibition in Las Vegas. The media giant has built an audience graph that can be matched through a data clean room with customer information […]

 
 

AI Has Key Role at Crossroads of Ad Creative & Media: Clinch’s Oz Etzioni

SANTA MONICA, CA – Marketers that are working on automating the processes to bring together the creative parts of an advertisement based on a specific audience likely will rely on artificial intelligence technology. The goal is to free people’s time to work on more creative tasks. “Gen AI helps us to take all those tedious […]

 
 

Ad Market Is Soft While Brands Want Flexibility: Initiative’s Maureen Bosetti

SANTA MONICA, CA – Economic uncertainty has led some advertisers to tighten their belts and find ways to get the most out of their media dollars. While there are differences among a variety of industries, marketers also are looking for greater flexibility. “Right now, it is a soft marketplace. There’s a bit of a conservativeness, […]

 
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