While some see the fragmentation of video viewing across platforms and devices as a challenge to be overcome, what if it also a strategic opportunity for advertisers? For some, “fragmentation” means “precision”, allowing brands to reach consumers in more precisely targeted ways, creating opportunities for both broad reach and culturally relevant engagement through creators and influencers. in this video interview with Beet.TV, [...]

The ability to accurately measure and understand cross-media advertising performance has become increasingly critical as consumers spread their attention across a fragmented media landscape. That’s why some like how independent measurement partners offer brands the flexibility to transform their data into actionable insights without the perceived constraints or biases that might come from walled gardens or platform-specific analytics. "This gives you the [...]

The digital advertising world is moving fast. For one digital media measurement firm, evolution means expanding its scope beyond simply ensuring media quality. That's why it is moving into the realm of campaign performance. Fueled by strategic acquisitions and a focus on new performance metrics like attention, the brand safety tool vendor is betting that advertisers want more than just verification, [...]

MIAMI - The age of siloed marketing metrics and passive brand storytelling is over, according to Jeff Greenspoon, chief global client officer at advertising and marketing  agency Dentsu. In a sweeping vision of the industry's future, Greenspoon outlined how AI, deep learning and performance accountability are reshaping the global marketing landscape—and why brands must embrace calculated risk to stay ahead. “We’ve always [...]

Once confined to basements and bedrooms, video gaming has exploded into the cultural and commercial mainstream, shedding its niche hobby status to become a central pillar of modern entertainment. That influence now stretches far beyond interactive screens, seeding blockbuster movies and hit television series, reflecting a fundamental shift in how younger generations consume media. The Super Mario Bros. Movie grossed over [...]

Given the fragmented TV landscape, there’s not much viewers as a whole want from networks and the pay television subscriptions. Well, there are two things; viewers expect immediate access to content while maintaining flexibility in how they pay for it, according to Ajinkya "Jinx" Joglekar, the former CMO of DISH's Sling TV. “Flexibility and control are paramount for the customer. In [...]

MIAMI - TripleLift, the programmatic ad platform best known for its native advertising roots, is doubling down on what Chief Executive Dave Helmreich calls the "last mile of performance:" creative. In a wide-ranging interview, Helmreich laid out the company’s latest initiatives to help publishers, advertisers and streaming platforms deliver more meaningful, less intrusive advertising experiences—while unlocking new revenue in the [...]

Miami—Finding the right balance between marketing experimentation and data integrity is the crucial test for brands right now, according to Eddie Gonzalez, chief strategy officer at Razorfish. “At Razorfish, we think it’s important to have both a short-term and long-term strategy, but you need to balance the way that you're experimenting with your data integrity," Gonzalez told us at the POSSIBLE [...]

The vast sums flowing into digital media demand accountability — but could the pursuit of perfect targeting collide with consumer privacy expectations? Advertisers face intense pressure to demonstrate return on investment, driving a desire for granular data on who sees ads and who buys products. But, for some, achieving this precision may be impractical. Finding the right equilibrium requires rethinking the specific [...]

Artificial intelligence isn't fundamentally rewriting media strategies just yet, but it is certainly speeding things up. AI is boosting existing goals like personalization, accelerating the customer journey through the marketing funnel, and enabling these efforts at a greater scale. "I think we're all still in the learning phase," Liane Nadeau, EVP, head of media investment, Digitas North America, told Beet.TV in this [...]

MIAMI – As advertisers search for more measurable returns in an increasingly volatile economic landscape, Taboola CEO Adam Singolda believes the digital ad industry is at a pivotal inflection point—one defined by the convergence of AI, performance marketing, and a renewed focus on the open web. “There's a bunch of things that are happening maybe at the same time,” Singolda said [...]

As gaming solidifies its place as a dominant force in global entertainment, brands are racing to understand how to integrate authentically into this rapidly evolving space. Dario Raciti, managing director at Omnicom’s Zero Code, says the Covid-19 pandemic marked a pivotal turning point — and the momentum hasn’t slowed since. “During lockdown, gaming became a core entertainment outlet for many households,” [...]

MIAMI - As the retail media industry evolves at breakneck speed, CVS Media Exchange (CMX) is doubling down on independence, data transparency and health-focused innovation to carve out a unique position among its peers. That’s the message from Melissa Gallo, head of client success at CMX, who says that while most brands juggle multiple media partners, CMX stands apart by [...]

MIAMI – Magnite recently unified its streaming operations under a single banner, rebranding its streaming business to operate fully as SpringServe, a major strategic shift aimed at redefining how streaming media is monetized and how supply chains are structured in a complex, evolving digital landscape. “We folded our ad exchange, formerly known as Magnite Streaming, into our ad server and mediation [...]

The upcoming IAB NewFronts will serve as more than just a marketplace for content deals, instead offering a window into an industry undergoing profound changes driven by technology and shifting consumer behaviors. “I’m so excited about this year’s NewFronts because this year is going to be more than a marketplace; it’s going to be a reflection of an industry that is [...]

Fragmentation and inefficiency are key challenges in the CTV space. The principals in the CTV market aim for an efficient supply chain that doesn't erode value through excessive costs. That's the assessment of one ad-tech boss who sees consolidation as one way to improve the landscape. Combining Mediaocean with Innovid offers a route to efficiency for marketers, according to Bill Wise, co-founder [...]

MIAMI - PayPal is positioning itself as a new heavyweight in the digital advertising space, unveiling a bold vision for its ads business centered on what it calls the “transaction graph”—a data-driven foundation built on the behavior of its 400 million users and 30 million global merchants. Speaking this week, Mark Grether, senior vice president and general manager of PayPal Ads, [...]

MIAMI — For Bill Koenigsberg, the color blue represents more than just a hue in the spectrum—it symbolizes a technological change reshaping his business from the ground up. The marketing intelligence engine known as “blu” is transforming how Horizon Media operates, compressing months of work into minutes through advanced artificial intelligence capabilities that the agency chief believes outperforms legacy systems developed [...]

SAN JUAN, PR - NBCUniversal is doubling down on its integrated approach to live event advertising, and according to James Kreckler, senior vice president of digital media sales at the media company, it all starts with the content. Content as the foundation for advertising success “The way NBCUniversal maximizes effectiveness and reach for an advertiser and live events really starts with the [...]

Gamers are typically categorized as either “mobile players” or “console players.” But that no longer reflects reality, said Claire Nance, Head of Gaming Business Success Strategy at Activision Blizzard Media. Nance wants brands to be aware that bifurcating players in opposing buckets has significant implications for how they should approach the gaming audience. “Today’s gaming audiences are actually playing across multiple gaming platforms,” [...]