Mastercard is formally entering the fast-growing commerce media space. But unlike newer players chasing a trend, the company says its move builds on a decade of experience linking advertisers and consumers through transaction-level data. Jill Moser, senior vice president of commerce media at Mastercard, said in this conversation with Beet.TV contributor David Kaplan, the foundation was laid years ago with the [...]

Index Exchange has rolled out a data vendor ecosystem that connects its Marketplaces customers directly with a growing roster of data partners, enabling more precise audience targeting and streamlined deal creation. “We just launched a data vendor ecosystem,” said Michael Richardson, vice president of product management at Index Exchange, in this interview with Beet.TV contributor David Kaplan during Advertising Week. “We [...]

Gaming advertising represents a still untapped opportunity for marketers facing television supply constraints as streaming migration reduces ad inventory while offering the scale, engagement, and demographics that traditional channels struggle to deliver. “Gaming provides an opportunity for conversion in a way that could deliver lessons to the rest of Madison Avenue,” Terry Kawaja, founder and CEO of investment bank LUMA Partners, [...]

LAS VEGAS — After years of ad industry striving, the convergence of identity resolution with artificial intelligence tools is finally delivering on the practical promise of brands crafting truly personalized, real-time marketing at scale.  “Missing pieces, like the identity layer and AI, are coming together in ways that enable both the scale and the speed that’s needed to do things in [...]

The digital ad industry’s machinery is optimized for impressions and clicks, but a growing contingent argues that true performance requires a more considered, people-first approach. That would mean moving beyond blunt metrics to focus on the quality of the interaction, respecting a user’s time and attention while ensuring brands show up in safe, suitable, and inclusive environments. This concept of “kindness at [...]

MADRID - As user attention splits between the open web and connected television, how can contextual advertising remain relevant? Jorge Poyatos thinks the industry needs technology that can read the room, discerning not just topics, but also emotion and intent. This is a challenge that requires a “neuro-contextual” approach, said Poyatos, co-founder, Seedtag, in this video interview in its Madrid headquarters with [...]

Retail data is transforming the way brands plan and execute campaigns, but not by changing advertising fundamentals. Instead, data enables marketers to get closer to the customer, says Bruce Williams, chief media officer for the Americas at Dentsu. “Retail data really isn’t changing the way that we’re thinking about advertising today,” Williams told Beet.TV Editorial Director Lisa Granatstein in this video [...]

Gaming continues to be underrepresented in media investment despite offering measurable engagement opportunities and value exchange capabilities that other channels cannot match, largely due to marketer unfamiliarity with the environment. “I think gaming could be classified as a sleeper channel or a channel that’s underrepresented in terms of where media investment goes, I think largely because of the fear of the [...]

Healthcare and pharmaceutical marketers must rely on storytelling to break down stigma, build trust and ultimately motivate patients to take action, said Ayla Ellison, editor in chief of healthcare and life sciences at Questex. “Storytelling is perhaps one of the strongest tools that they have,” Ellison told Beet.TV Editorial Director Lisa Granatstein in this video interview. “When done well, it can [...]

Retail media has quickly become one of the most powerful forces shaping commerce, but its role is no longer just about driving transactions, said Bernie Che, senior director of retailer acceleration at Flywheel Digital. Speaking with Beet.TV contributor David Kaplan, Che said in this interview that retailers are now “a data source, an audience creator [and] part of a brand story.” “As [...]

Walking the line on social values has become a high-wire act for brands, with missteps leading to boycotts and sales slumps, a challenge recently highlighted by controversies that impacted major brands like Bud Light and Target. Chad Hickey believes the answer is not to retreat from values but to embrace them as a core business driver, tapping into a growing wave [...]

Retail stores represent untapped media channels that can deliver storytelling and emotional connection at the critical point of purchase decision, moving beyond traditional "buy now" messaging to create memorable brand experiences. “We see the opportunity of bringing storytelling into the retail environment as a huge opportunity,” Kelly Torgeson, director of Business Development at Walgreens Advertising Group, told Beet.TV Editorial Director Lisa [...]

Connected television is rapidly becoming one of the most powerful precision tools for reaching healthcare audiences, said Kyle Avery, director of business development at adtech giant The Trade Desk. Speaking with Lisa Granatstein, editorial director of Beet.TV, Avery described how the convergence of premium streaming inventory and programmatic technology is opening new opportunities for marketers in pharma and healthcare. “In terms [...]

While interactive entertainment has become a global juggernaut, many advertisers are still treating it like a novelty, allocating only a sliver of their media plans to a single partner. This "one and done" approach overlooks the sheer diversity of the gaming ecosystem, where mobile gaming is quietly commanding vast amounts of user time, according to one exec at the sharp end. This [...]

The advertising industry’s fixation on serving maximum impressions continues to damage brand affinity and user experience, argues Adam Gendelman, VP, Head of Sales and Operations at Wunderkind. And that’s created a false choice between privacy respect and advertising performance that data shows doesn’t need to exist. “The biggest thing, and it’s still an issue today, but it’s this ideology and ethos [...]

Retail media’s promise lies in connecting digital campaigns directly to in-store sales, and the IAB is pushing industry-wide standards to make that link possible, says Collin Colburn, vice president of commerce and retail media at IAB. “The IAB is connecting digital campaigns to real in-store results through what we're known for, which is standardization,” Colburn told Beet.TV contributor David Kaplan in [...]

Television remains a cornerstone of healthcare advertising thanks to its unmatched scale and emotional resonance, according to Quinn Borsuk, senior vice president of advanced TV sales and strategy at Swoop. Speaking with Beet.TV editorial director Lisa Granatstein, Borsuk outlined how traditional TV combined with data-driven strategies is helping advertisers connect awareness to real-world patient outcomes. “I think what makes TV such [...]

The world of retail media has long been defined by its proximity to the point of purchase, mastering the art of converting a browser into a buyer. But the upper-funnel world of brand building and storytelling has often remained a separate discipline, measured by different metrics and executed on different platforms. Now, a new partnership aims to collapse that distance, creating [...]

AMENIA, NY - Brands that want to win in the fast-evolving retail media landscape need to harness first-party data not just for ads but for end-to-end personalization across the customer journey, said Elizabeth Donovan, senior vice president and global head of commerce and retail media networks at Acxiom IPG. Speaking in an interview with Beet.TV contributor David Kaplan at the Beet [...]

Digital and brick-and-mortar commerce don’t have to be strangers. Increasingly, businesses realize the convergence of online and in-store strategies offers brands enhanced opportunities to influence consumer behavior directly at the point of sale. From personalized recommendations to dynamic advertising displays, the in-store environment is becoming a valued part of a digital brand’s footprint Such is the view of Jenny Holleran, VP, media, [...]