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 [...]

CANNES - The marketing industry has finally reached the point where technology can deliver on its long-held promise of truly personalized experiences, but only if marketers are willing to let go of outdated, rigid playbooks. That was the message from Lou Paskalis, founder and chief executive of AJL Advisory, in a conversation with Beet.TV Editorial Director Lisa Granatstein at the [...]

CANNES — The convergence of real-world health data, artificial intelligence and omnichannel media is reshaping pharmaceutical marketing, but for Marcella Milliet Sciorra, chief marketing officer of healthcare omnichannel platform Swoop, patient privacy remains the industry’s most essential responsibility. “Pharmaceutical marketing now really has the ability of bringing the real-world health data into the linear TV planning place,” Sciorra told Beet.TV contributor [...]

CANNES — CVS Media Exchange (CMX) is marking its fifth anniversary this August by expanding beyond traditional retail media placements through a new collaboration with Reddit. CMX allows brands and advertisers to place their products within CVS Pharmacy's digital touchpoints, includes online channels, such as CVS.com, and in-store digital media. In this video interview with Beet.TV, Kristen DiCorleto, head of marketing at [...]

CANNES – The race to stay competitive in retail media is heating up, and the biggest challenge is making sure smaller retailers aren’t left behind, says Regina Ye, co-founder and chief executive of adtech startup Topsort. “I think we're sitting at a really interesting moment in technology right now where all the retailers are sort of waking up to this race [...]

CANNES — With today’s marketing landscape fragmented across dozens of tools, consumer-data company TransUnion is positioning itself as a one-stop solution for brands looking to better understand, expand, and measure their audiences. “Today’s marketer has somewhat upwards of 16 different solutions in order for them to understand their consumers and future consumers through the lifecycle journey,” Brian Silver, executive vice president [...]

CANNES – Strolling down the Croisette a few weeks ago, Attain Co-founder and CEO Brian Mandelbaum received one overwhelming message: outcomes are everything.  For the head of the consumer transaction data analytics company head, that represents a fundamental shift from just a year ago. “I’ve been walking around Cannes for the past five days, and I was here a year ago and [...]

Programmatic advertising is quietly transforming the landscape of women’s sports, and Warner Bros. Discovery’s vice president of ad technology and operations, Huda Kazi, says it’s just the beginning. Speaking with Beet.TV Editorial Director Lisa Granatstein at the FreeWheel Programmatic Summit in New York, Kazi said programmatic isn’t simply a tool for monetization. It’s a matchmaking engine, helping brands connect with passionate, [...]

What began as a gold rush is now encountering the hard realities of fragmented markets and complex execution. How can retail media maintain sustainable growth? Andreas Reiffen, CEO and co-founder, Pentaleap, believes retailers’ rush to rival Amazon has been both its catalyst and its problem. In this video interview with Beet.TV, he says the space needs to unlock new growth with a [...]

CANNES — CVS Media Exchange (CMX), the retail media arm of CVS Health, is teaming up with Reddit to unlock new advertising opportunities for brands, tapping into Reddit’s vast, high-intent communities focused on health, wellness and beauty. “Our collaboration with Reddit will be available early Q4 of this year,” said Raphaela Walsh, head of product at CMX, during an interview with [...]

CANNES – DirecTV is betting that Pause Ads — those advertisements that appear when viewers pause their content — will soon become as common as traditional commercial breaks. “Pause Ads… are going to be mainstream very soon,” Matt Van Houten, SVP of Ad Sales at DirecTV, told Beet.TV contributor David Kaplan at the Cannes Lions International Festival of Creativity. "HERO and [...]