CANNES – With the advertising industry still on a mission to simplify its notoriously convoluted digital supply chains, supply-path optimization (SPO), a buy-side-led effort to consolidate spending through fewer, more efficient intermediaries, has been a key avenue. But, in the booming connected TV space, some major publishers are starting to flip the script. Instead of passively waiting for agencies to curate [...]

In the rapidly evolving landscape of sports media, The E.W. Scripps Company is betting big on women’s sports, and not just on broadcast television. Joe Naylor, senior vice president of streaming and digital at Scripps, says the company is taking a “platform-agnostic” approach to ensure women’s sports reach as many households as possible, from traditional TV to free ad-supported streaming. In [...]

CANNES - United Airlines is reimagining what it means to engage travelers, not just as passengers, but as a dynamic media audience. At the Cannes Lions International Festival of Creativity, Luc Bondar, chief operating officer and president of United Airlines MileagePlus, shared how United’s commerce media platform, Kinective Media, is setting a new standard for loyalty-driven marketing. “This is an exciting [...]

AMENIA, NY - These days, it feels like the established playbook for advertising is being torn up and rewritten in real-time. The rapid adoption of AI is forcing a fundamental re-evaluation of everything from the creative process and media buying to the very definition of consumer influence, leaving many to wonder what the final manuscript for marketing will look like. This period [...]

CANNES – In an advertising landscape flooded with more than 250 retail media networks, how will contenders stand out? CVS’ own retail media division believes pairing online community conversation with purchase history can unlock high-intent moments with a "three dimensional" web of influence. Its goal is to create a “win-win-win” for consumers, brands, and media partners by leveraging unique data and technology [...]

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 [...]

For decades, television advertising has largely been the preserve of a thousand or so major brands with the budgets and know-how to navigate its complex buying landscape. Now, one of the industry’s biggest players is leading an effort to tear down the walls to the premium video ad market. Comcast's strategy involves redesigning the entire process of buying television inventory to [...]

CANNES – In a move that bridges health and wellness shopping data with community conversations, CVS Media Exchange (CMX) used Cannes Lions to announce a partnership collaboration connects CVS's 90 million ExtraCare members with Reddit's 108 million daily active users. The collaboration aims to create new opportunities for brands to reach health-conscious consumers where they're already discussing symptoms, treatments and product [...]

CANNES – The explosive growth of retail media is creating new opportunities for brands to harness first-party data, but that growth depends on trust, privacy, and evolving the consumer experience, says Shawn McGahee, head of retail media at Google. Speaking with Beet.TV contributor David Kaplan at the Cannes Lions International Festival of Creativity, McGahee called the rise of commerce media a [...]

CANNES – Marketers should stop settling for “decent” results and instead push for greatness by eliminating inefficiencies and rethinking how they measure success, says Jeremy Cornfeldt, president of performance marketing firm Tinuiti. Speaking with Beet.TV contributor David Kaplan at the Cannes Lions International Festival of Creativity, Cornfeldt laid out the company’s approach to cutting waste and maximizing impact for brands. “Our ‘Love [...]

NEW YORK - As connected television rapidly reshapes the advertising landscape, Dennis Buchheim, global head of go-to-market for adtech, martech, media and entertainment at Snowflake, sees an evolving ecosystem where data strategy, collaboration and privacy will determine success. Speaking with Beet.TV’s Lisa Granatstein at the Premium Programmatic Summit, Buchheim pointed to the immersive power of CTV for performance marketing, calling it a [...]

CANNES – As CMOs face mounting pressure for short-term sales results, they’re overlooking their most powerful performance driver: creative itself. “One of our major CPG clients did a major study [on] what’s driving incrementality within their media. And they found 51% of that incrementality is from the creative itself,” Tyler Murray, chief enterprise solutions officer at WPP Group agency VML, told [...]

CANNES - As brands pour more money into digital advertising, the industry is facing a transparency crisis. Jonah Goodhart believes it's time to fix it. The co-founder and chief executive of Mobian said true "contextual" advertising has been misunderstood. "As an industry, we've talked about contextual for years. I would argue it’s really been keywords, not contextual," Goodhart said in this [...]

CANNES – Shoppable television may still be in its early stages, but KERV Interactive is betting that automation and creative AI will accelerate its adoption across the advertising ecosystem. “We’re in the third inning of shoppable TV, but it’s coming," Jay Wolff, CRO at ecommerce video platform KERV Interactive, told Beet.TV’s Andy Plesser at the Cannes Lions International Festival of Creativity. [...]

CANNES – The promise of AI-powered creative versioning and real-time optimization in healthcare marketing faces a fundamental obstacle: regulatory review processes that haven't evolved to match the technology’s capabilities. “The promise and the possibility with AI won’t be fully realized if the industry doesn’t change and evolve around it," Andrea Palmer, CEO of Publicis Health Media, said during a Beet.TV Leadership [...]

Many have promised connected TV will open up TV advertising for smaller ad buyers. To do so will require moving away from complex, high-touch sales toward the speed and simplicity that made digital platforms dominant. This is the thinking behind Universal Ads, a platform built by FreeWheel to create a “frictionless environment” between CTV publishers and smaller buyers, according to Cara [...]

CANNES – With more than 100 million monthly active users and a record-setting Super Bowl simulcast under its belt, streaming platform Tubi is reshaping how audiences and advertisers think about television, says Cynthia Clevenger, senior vice president of business-to-business marketing at the company. “Tubi has been on a wild tear over the past few years,” Clevenger told Beet.TV contributor David Kaplan [...]

CANNES - As artificial intelligence reshapes marketing, PMG’s proprietary technology platform, Alli, is putting speed and automation at the center of campaign strategy, says Chris Alvares, the company’s vice president of artificial intelligence and technology. Speaking to Beet.TV contributor David Kaplan at the Cannes Lions International Festival of Creativity, Alvares said Alli stands apart from other marketing platforms because “it's one [...]

CANNES – The fragmentation that has long plagued television advertising may finally be giving way to consolidation, creating new opportunities for precision targeting in healthcare marketing. “One of the enemies of scale is fragmentation. That’s been a huge obstacle in the TV landscape, but I think we’re starting to see some consolidation of that inventory,” Kurt Robinson, EVP and Head of [...]

CANNES - Instacart is leaning heavily into measurement, attribution and advanced technology as retail media networks face growing demands for transparency and incremental performance. That was the message from Morgan O’Hara, senior director of food brand partnerships at Instacart, in an interview with Beet.TV contributor David Kaplan at the Cannes Lions International Festival of Creativity. “We have a bit of a framework [...]