data

Industry leaders risk falling into the trap of leveraging artificial intelligence to automate existing complexity rather than using it to simplify and extract clearer signals from increasingly noisy media landscapes. “One thing I’m hoping is that we don’t fall in the trap of leveraging AI in a way to automate the complexity,” Nicolas Bidon, CEO […]

RANCHO PALOS VERDES, CALIF. — Connected TV is emerging as a performance channel, thanks to new ways of marshalling data that allow advertisers to zero in on consumers who are open to a brand’s offer. The only challenge, it seems, is convincing advertisers of the possibility after years of such promises by CTV platforms. “Historically, […]

Connected TV isn’t often considered a primary channel by B2B marketers to target their desired audiences. But Lenovo is not only making the case for CTV as a valuable venue for B2B, it’s also touting the channel’s use for eliminating ad waste. Specifically,  the electronics company boasts achieving over 90% reach against specific enterprise audiences […]

LAS VEGAS — Connected TV’s real value as a performance channel happens when advertisers can know exactly who sits in front of the screen, enabling precise targeting that reaches people in their most relaxed, engaged living room state. It’s been a “holy grail” hope since CTV’s earliest days. And in many ways, that hope is […]

PALM SPRINGS, CALIF. — Buy-side decisions are moving closer to publishers. The shift, enabled by the IAB’s artificial intelligence maintenance “containerization project,” brings greater focus to where ad impressions actually originate rather than sending requests to distant infrastructure and waiting for responses. “Historically, the sell side operated at great lengths to the buy side. We […]

LAS VEGAS — Targeting ads to specific scenes within TV content sounds like the ultimate precision play. The challenge is that precision without scale doesn’t spend budgets, and most scene types don’t appear frequently enough to matter. “Someone’s in a shower scene, going to sell them soap. How many shower scenes are there? There’s not […]

RANCHO PALOS VERDES, CALIF — IP addresses for targeting is a particular challenge for marketers due to the volatile, unpredictable nature of signals that change locations constantly, creating measurement and attribution problems that a location-focused approach aims to stabilize. Digital Envoy, the data provider that focuses on geo-location, sought to respond to those issues in […]

LONDON — Some advertisers have progressed beyond measuring attention as a signal to using it as a planning currency for more than a year. Still, many others are just beginning to analyze attention metrics from existing campaigns. “I know a sport brand, for instance, which has been using attention from a planning perspective for over […]

RANCHO PALOS VERDES, CALIF. – Linear TV ad budgets have gone from a steady migration to connected TV to a full-on deluge after two decades of industry predictions. The shift has followed linear viewership rates that push buyers toward direct insertion order deals seeking CPM guarantees and impression volume. “I’ve been saying this for 20 […]

LONDON — Advertisers have faced the perennial issue of balancing identity-focused ad targeting with the need to respect these same consumers’ demand for privacy. The promises of agentic AI seem to grow on a daily basis, but the still-emerging tech just may be the one to solve this targeting dilemma for marketers and media buyers. […]

RANCHO PALOS VERDES, CALIF. — There’s a lot more to analyzing streaming video than what meets the eye. And while all kinds of software promises to plumb the depths of knowing what ads are working in real-time, the need to apply a genuine understanding is where multimodal video foundation models like that of Twelve Labs […]

For all the talk about artificial intelligence complicating the business of advertising and media, there’s an argument to be made about how it simplifies the challenge of content discovery. For Gracenote, the path to easing consumers’ desire to find what they want to watch on TV involves allowing advertisers to upload brand briefs into large […]

ORLANDO, FLA. — Brands averaging 12 agencies with separate systems and priorities create organizational chaos that artificial intelligence accelerates rather than solves.  What’s needed, according to Publicis Groupe’s Linsey Loy, is proper integration through unified identity frameworks and shared operating models. “If you think of yourself or your company like a house, if everyone has […]

Artificial intelligence is generating new interactive data signals from creative content that enable moment-based messaging, fundamentally changing how brands reach audiences beyond traditional television daypart structures. “I think if you can provide signals based on moments, and that’s what AI is going to do in creative and content, you can have more powerful dynamic messaging,” […]

LAS VEGAS — The retail media network explosion mirrors the programmatic advertising boom 15 years ago in a lot of ways to Digitas North America’s’ Chelsea Monaco. As the convergence of shopping, advertising, and media becomes more solidified, the wide retail media could look a lot smaller in the near-future.  “If you look at what […]

Consumers spend approximately 11 minutes deciding what to watch when they turn on their televisions, creating a premium opportunity for native advertising placements that influence content selection and brand messaging before streaming begins. “The first thing that you see when you turn on your TV is, well, what do I want to watch? The average […]

LAS VEGAS — Organizations struggling to move from siloed data to actionable cross-channel insights should start small and prioritize progress over comprehensive solutions that never launch. “It’s about simplification and everyone seems to be wanting to boil the ocean, and that’s always hard,” Cristina Marinucci, VP Global Growth & Omni Commercial Insights at Mondelēz International, […]

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,” […]

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, […]

CANNES — In today’s data-saturated world, marketers need more than access, they need results. That’s the focus at T-Mobile Advertising Solutions, where mobility insights and omnichannel reach are helping brands connect with consumers more meaningfully. “One of the things that we’ve observed is that brands are starting to move away from siloed approach strategies and […]