#BeetCast: Investing in Diversity Needs More Inclusive Planning and Measurement, Spark Foundry’s Jason Smith

While we are focused this week on our June 23 Responsible Media event around initiatives from GroupM, other media agencies charting their own course to to a more inclusive, sustainable media landscape. In this week’s episode of the #BeetCast we explore the topic through the initiatives of the Publicis Groupe and the Spark Foundry agency. […]

 
 

After The Cookie, Spark Has A New Ad Recipe, Giacosa Says

Traditional ad-targeting and measurement methods like third-party cookie matching and mobile identifiers are crumbling, it’s true. But many in the industry are not as pessimistic as some may have you believe. In this video interview with Beet.TV, Lisa Giacosa, president of Publicis Media agency Spark Foundry, suggests that the erosion of the accepted infrastructure also […]

 
 

Context & Data Go Hand-In-Hand: Spark Foundry’s Giacosa

As the sun sets on cookies and as privacy regulation has dabbed the brakes on some of the more advanced facets of audience targeting, many advertisers are looking for alternatives. Amongst the leading contenders – contextual advertising, the practise of targeting not the audience for content but the content itself. As contextual ad targeting gains […]

 
 

Spark Foundry’s Giacosa: TV Attribution Needs to Catch Up

SAN JUAN, PR– With all of the different sources of data informing the TV industry, fragmentation is a natural consequence. In a town hall interview with Beet.TV’s Jon Watts at the Beet Retreat in San Juan, Lisa Giacosa, global md of data and analytics for Spark Foundry, explained how some collaboration is necessary in order […]

 
 

Missing Currency Makes Attribution Expensive: Spark Foundry’s Giacosa

SAN JUAN, PR — The explosion of devices, platforms and services through which to serve digital content and marketing messages gives brands and their agencies big new opportunities. And also some big headaches. Because, whilst embracing multiple destinations and even closing the loop to consumer action can maximize audience, it also means many different masters […]

 
 

Spark Foundry’s Giacosa Wants AI To Get Emotional

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

 
 

Spark Foundry’s Giacosa Critiques Modern Day Marketing Mix Modeling

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics. Overall, Giacosa says in this interview with Beet.TV at the […]