LAS VEGAS — The “too-late target” is a perennial problem of the programmatic age. And it’s particularly cringeworthy when an ad tech professional experiences a targeted ad after they have already purchased the item they’re subsequently seeing on their digital screen.  “If I go into an electronic store to buy a new laptop or a new iPad, and then I complete [...]

In an advertising landscape defined by economic uncertainty and fast-changing consumer behavior, flexibility has become a defining principle of modern media investment, said Marcy Greenberger, chief investment officer of UM Worldwide, during a Beet.TV interview with contributor David Kaplan during Advertising Week New York. “In a world of economic uncertainty and unpredictable client business performance, flexibility is key,” Greenberger said. “You [...]

In the commerce media space, few categories of company are in quite as advantageous a position as those which hold the purse strings. For American Express, the bet is that its unique position as both a card issuer and a merchant acquirer provides an unmatched view into the habits of high-spending shoppers. This strategy is the foundation of Amex Ads, a just-launched [...]

The captive audience has long been the holy grail of advertising. But what about the audience that is literally captive, buckled into the backseat of a car with an average of 20 minutes to spare? Uber Advertising recently surpassed a $1.5 billion annual run rate and is growing at a rapid clip. The goal is to transform passive travel time into [...]

Interactive entertainment has become a cornerstone of omnichannel media strategy, said Ben Hovaness, chief media officer at OMD Worldwide. “We see interactive entertainment playing two key roles,” he said in this interview with Beet.TV contributor David Kaplan. “The first is providing incremental reach plus depth reach because it enables us to reach many individuals who we might not be able to [...]

With AI features becoming commonplace, the differentiator is the data. As artificial intelligence transforms media planning, Katy Varner, global chief growth strategy officer at IPG Mediabrands believes the true competitive advantage lies not in the technology itself but in how agencies and brands harness unique input. In this video interview with Beet.TV, she explains her agency's approach. The AI differentiation challenge "AI is not really [...]

Once upon a time, an advertiser once had a handful of channels across TV, radio, and print.  Modern fragmentation changed all that. For one measurement executive, the solution lies in focusing on attention as a core currency and, more importantly, carefully considering the downstream consequences of the metrics buyers choose to value. “Attention metrics are more important than ever because the way [...]

LAS VEGAS – Retail media’s rapid evolution has made data collaboration an essential tool for both advertisers and retailers, said Liz Roche, vice president of media and measurement at Albertsons Media Collective, during an interview with Beet.TV’s David Kaplan at the Groceryshop convention. “Data collaboration is absolutely the name of the game right now,” Roche said. “Our supplier partners are looking [...]

As retailers look to bridge the gap between digital and physical shopping, T-Mobile Ad Solutions is betting big on the rise of in-store retail media. Cherian Thomas, senior director of retail media and digital out-of-home at T-Mobile Ad Solutions, told Beet.TV contributor David Kaplan that while bringing digital capabilities inside brick-and-mortar environments is challenging, it’s also one of the industry’s [...]

MADRID — For years, contextual advertising has largely been a game of matching keywords on a page to the topic of an ad. But as the technology improves, so does the ambition to move beyond simple semantics - into realm of human nuance. The next frontier involves training systems to understand not just what a piece of content is about, but [...]

Television advertising for pharmaceutical brands has evolved beyond general demographic targeting to enable condition-specific audience layering that eliminates wasted impressions while maintaining the mass reach needed for awareness campaigns. “Where we used to do a broad kind of demo targeting, now we can bring in these condition-based audiences that allow us to become more precise,” Katie Van Horn, associate director for [...]

Technology has changed not just how people communicate with one another, but also how they connect with brands, said Kara Manatt, executive vice president of intelligence solutions at Interpublic Group’s Magna Global. “I work on a team at Magna that conducts custom research in-house focused on helping our clients make better buying decisions,” Manatt said in an interview with Beet.TV contributor [...]

LAS VEGAS – Retailers across the board face growing challenges around how to share and activate data responsibly, and Dollar General’s DG Media Network (DGMN) is no exception. Speaking at the Groceryshop convention, Austin Leonard, vice president and general manager of DGMN, said the company is focused on fostering trust, transparency and privacy across its data partnerships. “Technical limitations, privacy regulations [...]

Retail data has evolved from custom audience building within a handful of networks to becoming a critical component that enhances first-party data sets, creating more dimensional customer understanding when integrated through clean room environments. “When you're looking at Acxiom data plus retail data, it just makes a more three dimensional picture more so than if it was just one data set,” [...]

The long-held role of television as a top-of-funnel, awareness-driving medium is being fundamentally rewritten by digitization. Once a channel measured primarily by reach and frequency, television is  now transforming the living room screen into a performance-driven platform where advertisers can track, attribute, and optimize campaigns in real time. This evolution is proving particularly potent in specialized verticals like healthcare, where the [...]

The path a consumer takes from seeing a product to buying it has never been more convoluted. The decades-old model of “last-click attribution,” which gives all the credit for a sale to the final touchpoint, increasingly fails to capture the value of earlier brand introductions. That is the challenge TikTok aims to solve with an expansion of its measurement tools designed to [...]

As audiences juggle multiple screens and platforms, advertisers need to rethink how and where they engage, said Jessie Schwartzfarb, executive vice president and head of video investment at Dentsu, in this interview with Beet.TV contributor David Kaplan. “With the proliferation of different types of viewing, people are often using more than one at a time,” Schwartzfarb said. “That means we have [...]

Dave Young, vice president of retail media at Dick’s Sporting Goods, sees the company’s stores as a vital link between traditional advertising and real-world brand experiences. “What we’re doing that’s unique at Dick’s through Dick’s Media,” Young said in this interview with Beet.TV contributor David Kaplan, “is taking what’s already a best-in-class shopping experience and creating a media-driven layer within that [...]

Is your next customer a bot? The way consumers shop and discover products is undergoing significant changes, marked by a highly fragmented journey that spans social feeds, e-commerce platforms, retail media, and AI services. Just when retail media was exploding, AI-powered interaction services are now determining which products are presented to consumers, effectively acting as gatekeepers. According to Elena MacGurn, SVP, search, [...]

The appeal of traditional journalism to engaged, coveted audiences is still “news” to many major advertisers. But when established publishers try to make that case, marketers cite that brand safety concerns are top of mind. “I tell [those advertisers] it’s a miss, to be honest,” Mike Irenski, SVP, Programmatic Strategy, Newspapers & TV at Hearst, told Beet.TV Editorial Director Lisa Granatstein. [...]