possible

MIAMI – Building an in-house media operation isn’t anything special anymore. But when a major pharmaceutical company boasts of such an enterprise within its walls, it’s always worth paying more than a little attention. After all, as an advertising category, pharma is huge, as Kantar notes the industry spends roughly $18 billion a year on […]

MIAMI – “Bigness” is generally considered the ultimate endgame for independent agencies after a decade or so. A period of ad shop consolidation is always around one corner or the next.  But some agencies do find value in retaining their stand alone status. Icon Media Direct is one of them. Among the prized values of […]

MIAMI — Deep learning is everywhere in advertising these days.  But for an ad platform like Cognitiv, deep learning has been a core part of its offering since its founding a decade ago. For Jana Jakovljevic, SVP of Partnerships at Cognitiv, real-time adaptation to consumer behavior isn’t a new trend but a fundamental principle of […]

Given the fragmented TV landscape, there’s not much viewers as a whole want from networks and the pay television subscriptions. Well, there are two things; viewers expect immediate access to content while maintaining flexibility in how they pay for it, according to Ajinkya “Jinx” Joglekar, the former CMO of DISH’s Sling TV. “Flexibility and control […]

Miami—Finding the right balance between marketing experimentation and data integrity is the crucial test for brands right now, according to Eddie Gonzalez, chief strategy officer at Razorfish. “At Razorfish, we think it’s important to have both a short-term and long-term strategy, but you need to balance the way that you’re experimenting with your data integrity,” […]

MIAMI – Magnite recently unified its streaming operations under a single banner, rebranding its streaming business to operate fully as SpringServe, a major strategic shift aimed at redefining how streaming media is monetized and how supply chains are structured in a complex, evolving digital landscape. “We folded our ad exchange, formerly known as Magnite Streaming, […]

MIAMI – PayPal is positioning itself as a new heavyweight in the digital advertising space, unveiling a bold vision for its ads business centered on what it calls the “transaction graph”—a data-driven foundation built on the behavior of its 400 million users and 30 million global merchants. Speaking this week, Mark Grether, senior vice president […]

POSSIBLE, the marketing conference now in its third year, is expecting significant growth in both partners and attendees for this year’s event, according to Christian Muche, co-founder of POSSIBLE. The conference aims to connect the dots between marketing, technology, and culture, providing a platform for the marketing ecosystem to come together. Speaking with Beet.TV, Muche […]

In the fast-paced world of marketing, where complexity and change are the only constants, there’s a relentless search for the next big idea that can propel the industry forward. An exclusive event organized for chief marketing officers by chief marketing officers aims to do just that, by exploring the art of possibilities and evolving the […]

In a world where the interplay between technology and consumer behavior is rapidly evolving, industry events must transcend traditional formats to offer a truly immersive and forward-thinking experience. That’s the view of the organizer of POSSIBLE, the upcoming marketing event in Miami. In this video interview with Beet.TV, Christian Muche, CEO & Co-Founder of Beyond […]

When was the last time you enjoyed watching a 30-second TV commercial in your Facebook newsfeed? Probably never. So why do so many advertisers still jam ads built for an old medium in to the new one? That is the question Facebook and WPP’s creative agencies have been working on, in a Creative Ambassadors Program […]

We are now two years out from when Facebook launched its Live broadcasting product. To put that in context, it took years for television advertisers to break out of simply running radio commercials, years for filmmakers to realize the medium could host more than just recorded stage plays. So, for a medium that is just […]

LONDON — In advertising, video may have grown up as a display medium for brand advertisers – but it could be a direct response mechanism, says the EMEA CEO for digital agency POSSIBLE, a WPP unit. “Some of the great stuff being done today either talks about the human condition … and the other thing […]