CANNES — Last year at Cannes, OpenAP announced the OpenAP Data Hub in partnership with Snowflake, to provide publishers and advertisers with cross-platform data in privacy-compliant environments. The business is now gearing up for the launch of what it says is the industry's first streaming data service, set to debut in early 2024. "OpenAP's role there is to build the architecture that [...]

CANNES – Harnessing statistical data for marketing decisions can help brands not only decide where to advertise, but also what kind of technologies they need. For Hill’s Pet Nutrition, a unit of Colgate-Palmolive, marketing mix modeling helped to uncover the need for its own data clean room to support a more granular analysis of its media-buying strategy. It also helped [...]

SALISBURY, CT — In the sometimes-convoluted landscape of digital advertising, where different currencies and identifiers proliferate, TransUnion wants to position itself as cog, translating and transacting on all identifiers. "We essentially become the Rosetta Stone that sits in the middle of the ecosystem that can resolve data and move data effectively and efficiently with scale," says Pete Hagerty, VP of Business [...]

SALISBURY, CT — We have had interactive media as long as we have had Nintendo Entertainment Systems, or choose-your-own-adventure books. But three things are different in 2023: The scale of usage. The extent to which younger people live engage in purely interactive environments. The extent to which interactive media are now also advertising media. In this video interview with Mike Shields for [...]

Consumers today divide their time spent with media among a wider range of channels and devices including mobile phones and internet-connected TVs. This fragmentation has challenged marketers to find more ways to measure the effectiveness of advertising, including people’s attention to brand messaging. “Measuring attention is extremely important because we do see it as a leading indicator to business, whether that [...]

CANNES — In the fast-paced world of digital media, commerce media is emerging as a golden opportunity for publishers. That is according to Joseph Meehan. In this video interview with Tameka Kee for Beet.TV, Meehan, GM, Commerce Supply at Criteo, says this new field offers a $50 billion incremental opportunity for publishers. A New Frontier for Digital Media Budgets "If you're a publisher, you can [...]

CANNES – The media marketplace is filled with chatter about the economic outlook and its negative effect on demand for advertising. Amid this environment, brands are shifting some of their ad budgets from linear television to streaming. “We've heard lots of things like the market is soft, it's a buyer's market,” Kelly Metz, managing director of advanced TV activation at Omnicom [...]

CANNES — It may only be a point change, but the latest version of the IAB's real-time ad bidding protocol aims to make streaming TV efficient and help save the planet. OpenRTB 2.6 enhances the efficiency of streaming TV advertising but also contributes to sustainability. In this video interview with Beet.TV, Lori Goode, Chief Marketing Officer, Index Exchange, says the upgrade is [...]

SALISBURY, CT — The digital advertising industry is witnessing a data explosion, with more device IDs and user IDs than the global population. However, this burgeoning abundance of data isn't all sunshine and rainbows, argues David Buonasera, CTO of Magnite. In this video interview with Mike Shields for Beet.TV, Buonasera suggests the data devil is in the detail. The Double-edged Sword of Data Buonasera [...]

CANNES – Walt Disney in the past decade has expanded video distribution with the launch of streaming services that can reach a broader range of connected devices such as smart TVs and mobile phones. Each of Disney Streaming’s major brands – Disney+, ESPN+ and Hulu – has uncovered consumer insights that are meaningful to advertisers. “Scale is definitely important to advertisers. [...]

CANNES – Sustainability this year got more attention at the Cannes Lions International Festival of Creativity, another watershed moment for the advertising industry as agencies develop environmental, social and governance strategies. “At the risk of sort of oversimplifying, it's really about doing the right thing and sticking to your values as a company,” Jemma Gould, chief sustainability officer at IPG, said [...]

CANNES -- Many people think they know what the future of Connected TV(CTV) will be. Dave Helmreich, Chief Commercial Officer, believes it will be not only digital but also more engaging and measurement-centric. In this video interview with Tameka Kee for Beet.TV, he shares his insights on the growth of CTV, the power of personalized ad creatives, and the critical role of [...]

CANNES — In an industry where performance and sustainability are often seen as mutually exclusive, Patrick Gut, VP, Head of Sales, US, at Adlook, firmly believes that they can and should go hand-in-hand. In this fireside discussion with Ad Net Zero US director John Osborn at Cannes Lions, he introduces Adlook's new product, Green Path, which aims to promote sustainability in [...]

SALISBURY, CT — The gaming industry has seen an unprecedented surge - but it's not just about the games anymore. The participatory generation is setting new expectations around media experiences, and brands must evolve to meet them. That's according to Sarah Stringer, EVP, Head of US Media Partnerships, dentsu Media. The Shift in Gaming and Advertising "The growth of gaming (among advertisers) right now [...]

CANNES – Retailers that sell advertising are in the position of supplying audiences to consumer brands that are supplying products for their stores. This dynamic calls for greater collaboration among retailers, advertisers, agencies and ad-tech companies. “I wish that as retail media networks were chatting with their clients, with the industry, that they're talking about the merchandising side of their business, [...]

CANNES – The value of advertising is rooted in measurement, whether it’s counting the number of visible impressions or attributing a campaign’s contribution to driving revenue. Increasingly, brands, agencies and media companies are seeking to put a value on consumer attention to advertising. “Getting to an end state where we can actually transact against attention in some way, shape or form [...]

SALISBURY, CT – Shoppable video seeks to combine the reach and emotional power of television with the ability to order products and services. KERV AI aims to make these transactions more feasible for brands and consumers. “What KERV is doing is very unique because the creative process has been ancient for years,” Jay Wolff, chief revenue officer at KERV AI, said [...]

CANNES -- Retail media is on the verge of exploding and scaling, as offsite and in-store segments experience significant growth. In this video interview for Beet.TV with CIMM MD Jon Watts at Cannes Lions 2023, Marc Fischli, Executive Managing Director EMEA at Criteo says sees this as an exciting development for the industry. Retail media is poised to merge the digital marketing efforts of agencies [...]

CANNES — In the dynamic world of digital advertising, 'clean rooms' are starting to take center stage. Born out of the need for privacy compliance with GDPR in Europe, clean rooms are shaping up to be more than just a feature, but a critical tool in the data collaboration landscape. In this video interview with Jon Watts for Beet.TV, Vihan Sharma, EVP, [...]

CANNES – The advertising industry is in the early stages of working to reduce greenhouse gas emissions from marketing activities. This process includes an analysis of supply chains and classifying activities into three areas: Scope 1 covers direct emissions from a company’s own or controlled sources, such as fuel burning, waste processing or equipment leaks. Scope 2 emissions are the [...]