Advertising Perspectives

RANCHO PALOS VERDES, CALIF. – Premium connected television inventory, especially live sports, is poised for a programmatic overhaul, but technological hurdles and a need for clearer metrics are holding back a full transition, said Jean ... read more

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 ... read more

LONDON – Contextual advertising may be one of digital media’s oldest ideas, but advances in artificial intelligence are pushing it into new territory, said Brian Gleason, chief executive of contextual advertising platform Seedtag. Speaking with ... read more

LONDON – Contextual advertising may be one of digital media’s oldest ideas, but advances in artificial intelligence are pushing it into new territory, said Brian Gleason, chief executive of contextual advertising platform Seedtag. Speaking with ... read more

LONDON — The television industry remains hobbled by a double standard that gives tech giants an unfair advantage when competing for advertising dollars, according to a senior executive at one of America’s largest media companies. ... read more

LONDON – Connected television and ad-supported streaming are moving firmly into the mainstream, creating rapid growth opportunities and new challenges for advertisers and the programmatic ecosystem, said Cadi Jones, SVP, EMEA, at Index Exchange. Speaking ... read more

In-store retail media is maturing beyond pilot programs toward enterprise-wide networks as national brands commit repeat investments and standardized measurement becomes urgent rather than aspirational. “We’re seeing that national brands are shifting real media dollars ... read more

RANCHO PALOS VERDES, CALIF. – Could the narrative around connected TV be shifting? Once seen as a pure-play brand-building medium, a growing chorus of vendors and agencies now pitches CTV as a bottom-funnel conversion driver. ... read more

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 ... read more

NBCUniversal is introducing LIVE Total Impact, which the media giant is billing as industry’s first cross-platform tool designed to leverage real-time viewership of live tentpole moments and extend engagement across the company’s full ecosystem beyond ... read more

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 ... read more

As connected television matures, contextual targeting is set to become more intelligent, more dynamic and far more creative, according to Jess Brown of WPP Media, speaking with Beet.TV contributor David Kaplan. Looking ahead to CES, ... read more

RANCHO PALOS VERDES, CALIF. – As artificial intelligence reshapes nearly every corner of modern media, Spark Foundry president Steve Birnbaum says its most transformative effect can be summed up in a single word: streamlining. From ... read more

Publishers facing traffic declines from artificial intelligence-powered search summaries might have one engaging tool to fight back. “Video can’t that easily be replaced by an AI summary. Even if you do video to text and ... read more

LONDON – The exploding retail media advertising sector may have hit a roadblock on its path to maturity, with a persistent lack of common measurement rules hindering its potential for scaled investment. To overcome this, ... read more

LONDON – The programmatic supply chain has become a tangled web, and holding companies are demanding help to cut through it. That’s why Google Ad Manager is doubling down on its agency-facing partnerships, responding to ... read more

RANCHO PALOS VERDES, CALIF. — Retail media is rapidly evolving from a performance-driven niche into a foundational layer across the entire advertising ecosystem, according to analyst and consultant Andrew Lipsman, speaking with Beet.TV contributor David ... read more

WPP Media takes a comprehensive approach to video, said Adam Arnegger, executive director and head of investment, in this interview with Beet.TV Editorial Director Lisa Granatstein. When it comes to planning and implementing strategies for ... read more

Not long ago, the promise of streaming was an escape from the old world of television ads. But in a landscape now crowded with services and battling for subscribers, a new bargain has been struck. ... read more

LONDON – As the advertising industry grapples with tighter privacy rules and the fading usefulness of identifiable user data, contextual intelligence is emerging as one of the most important tools for reaching audiences, said Marko ... read more

RANCHO PALOS VERDES, CA — Roku and Amazon are integrating their connected TV operating systems to reach more than 80% of the U.S. market, promising to create even more massive scale for marketers. “By combining ... read more

RANCHO PALOS VERDES, CA – As connected TV continues to pull viewers and ad dollars online, the advertising ecosystem is entering what may be its most dynamic, and complicated, phase yet, said Stacey Bohrer, senior ... read more

RANCHO PALOS VERDES, CA — Retail media and commerce media networks are often flying blind when targeted consumers share login info. But United Airlines’ commerce network Kinective Media rarely flies off course thanks to the ... read more

RANCHO PALOS VERDES, CA – At a time when misinformation, polarization and platform fragmentation dominate the media landscape, Vanessa Otero said one thing is clear: advertisers are relearning how to trust news, so long as ... read more

LONDON – Advances in infrastructure and computing power are fundamentally changing how programmatic advertising operates on the supply side, enabling faster, more sophisticated decision-making that was previously impossible, said Sarah Botherway, marketplace operations director at ... read more

RANCHO PALOS VERDES, CA — 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 ... read more

When it comes to advertising alongside video content, context has always mattered. But artificial intelligence is taking that context to a granular new level, potentially transforming how brands engage with viewers. The technology is enabling ... read more

LONDON – Retail media is entering a new phase, shifting from a narrow focus on placements and proximity to purchase toward a broader, intelligence-driven role across the full marketing funnel, said Samantha Bukowski, global head ... read more

RANCHO PALOS VERDES, CA – Mobile gaming is emerging as a powerful complement to connected TV, giving advertisers new ways to combine premium storytelling with programmatic scale and measurable performance, according to Zynga executives speaking ... read more

RANCHO PALOS VERDES, CA – Uber Advertising is redefining what contextual and commerce media can deliver as brands look to connect more meaningfully with consumers in moments that matter. In this conversation at the Beet ... read more

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 ... read more

Is the potential for machine learning and artificial intelligence to revolutionize premium video advertising is being held back by an unglamorous problem? Some in the industry think of a common identity framework is needed to ... read more

ORLANDO, FL — Artificial intelligence functions as a tool that handles mechanical and repetitive tasks, freeing human creators to focus on imagination, storytelling, and artistic expression that only humans can deliver. “AI is an enhancer, ... read more

RANCHO PALOS VERDES, CA – As the advertising industry grapples with budget pressure, rising channel complexity and an ever-widening tech stack, the familiar mandate to “do more with less” has become an exhausting refrain. At ... read more

The booming retail media sector’s greatest strength lies not just in its expanding footprint but in its foundation of actual sales data. Unlike traditional programmatic channels where marketers append third-party data and push it downstream, ... read more

In the television industry’s move toward new measurement standards, much of the focus has been on the proliferation of new currencies. But what if simply swapping out one ratings provider for several alternatives doesn’t address ... read more

RANCHO PALOS VERDES, CA — The advertising industry is rushing to embrace artificial intelligence. For Gillian MacPherson, VP, product and consumer insights at Epsilon, the key to unlocking AI’s potential is a robust data foundation ... read more

RANCHO PALOS VERDES, CA — Among advertisers’ hopes for artificial intelligence is the ability to shape and reshape creative moments within scenes streaming on CTV to bring more emotionally resonant ad experiences at scale. “Every ... read more

The most unexpected twist in Omnicom Group’s landmark merger with Interpublic Group is how many agency brands the combined company chose to keep intact, said Brian Wieser, chief executive of consulting firm Madison & Wall. ... read more

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies. “Television is delivering the kind of ... read more

The long-held ambition for connected television advertising is finally coming into focus: recreating the immense, immediate reach of traditional linear TV, but with a new layer of intelligence that its predecessor could never offer. As ... read more

LOS ANGELES — Advertisers demanding lowest-cost CPMs while publishers reduce yield creates a destructive cycle that undermines premium content production and ultimately eliminates quality advertising environments that benefit no one. “That race to the bottom ... read more

RANCHO PALOS VERDES, CA – As the advertising marketplace grows more complex, “convergence” has become both a buzzword and a necessity, said Chance Johnson, chief commercial officer of Nexxen, during a conversation with Beet.TV contributor ... read more

RANCHO PALOS VERDES, CA – In today’s crowded digital marketplace, the definition of “premium” advertising comes down to more than polished content. it hinges on brand trust, user-friendly ad experiences and highly relevant messaging, Gregory ... read more

The promise of retail data has long been to connect an advertising dollar to a customer’s purchase. But what happens when sales drop unexpectedly? The data can often show what happened and who was involved, ... read more

ORLANDO, FL — The combination of media and commerce promises to eliminate the linear consumer journey and enable marketers to achieve objectives from awareness to conversion within single video experiences. “The convergence of media and ... read more

Healthcare marketers must go beyond traditional awareness metrics to drive true patient action, said Sarah Bast, executive vice president of investment marketplace at Publicis Health Media (PHM). In this interview with Beet.TV Editorial Director Lisa ... read more

RANCHO PALOS VERDES, CA – In today’s crowded digital ecosystem, the definition of “premium” advertising hinges on far more than high-quality content. It’s about brand trust, a respectful ad experience and the relevance of the ... read more

For decades, television advertising has been understood as the quintessential top-of-funnel tool, a powerful engine for building brand awareness and broad-based reach. But in an increasingly fragmented media world where every dollar is scrutinized for ... read more

LOS ANGELES — Contextual targeting has evolved from supplementary tactic to primary solution over the past year, enabling advertisers to move beyond inconsistent audience-based signals toward more robust and reliable connections with consumers. “A year ... read more

For all the talk about artificial intelligence impact on creativity, the data use cases are quickly coming into view among various parts of the ad industry. For example, the ability to autonomously generate audience segments ... read more

How does one of the world’s largest brand groups approach marketing opportunities when all around is changing? Unilever finds itself at the apex of a changing media environment, a commerce media explosion and a fundamental ... read more

The combination of connected TV ads, retail media, and artificial intelligence offer marketers many compelling propositions. One possible value is the ability to know that an ad led to a completed purchase rather than having ... read more

CANNES – In a rapidly shifting marketplace, brands are leaning more heavily than ever on retail data to navigate economic volatility and changing consumer behavior. Jenny Holleran, vp of media, insights and loyalty at Kroger ... read more

The shift to programmatic buying in connected TV advertising is happening faster than many industry forecasts predicted. With programmatic transactions now dominating the CTV landscape, media owners are being advised to develop sophisticated yield strategies ... read more

LOS ANGELES – Adobe’s Sam Garfield, Head of Digital Strategy – CMT, Data and AI Platforms, believes that the advertising industry’s long-standing fixation on targeting over creative is beginning to break. That means publishers can ... read more

ORLANDO – Mastercard is pushing its long-running “Priceless” platform into new territory by doubling down on real-world experiences while building a marketing engine powered by AI, said Cheryl Guerin, the company’s executive vice president of ... read more

ORLANDO — 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 ... read more

For Genentech, a biotech pioneer at the intersection of science and storytelling, success in media campaigns goes far beyond impressions or clicks. “Success for us is the incremental revenue and ROI that we can drive ... read more

Terry Kawaja – investment banker, comedian and parody writer/producer extraordinaire – was in fine form Thursday night at the Beet Retreat LA fundraiser when he presented his latest video, “Andy & the Beets,” a takeoff ... read more

For retail media networks born out of large-scale commerce operations, the next phase of growth depends on looking beyond their own backyards. As the sector matures, the imperative is shifting from servicing endemic brand partners ... read more

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 ... read more

The retail media sector continues its rapid expansion, with global spending projected to grow from $184 billion in 2025 to over $300 billion by 2030, according to a forecast from Forrester “My plan for the ... read more

The evolution of commerce demands a more connected, collaborative approach across creative, media and technology teams, said Amie Owen, global chief commerce officer at Interpublic Group’s IPG Mediabrands. She described how advertisers are rethinking their ... read more

ORLANDO – Marketers can’t prove the value of their ad investments without direct access to their own data, and that needs to change, says David Fogarty, evp of data excellence and privacy at the Association ... read more

Talk of a “search apocalypse” has dominated industry conversations since the emergence of generative AI, with many predicting the demise of the traditional search engine. Some forecasts add fuel to the fire, with Gartner, for ... read more

Pretty much everyone acknowledges artificial intelligence is fundamentally reshaping competitive dynamics in ad tech. But how are these new capabilities playing out practically? “AI allows brands and marketers to really compete at all levels. Independent ... read more

Fears over an AI-driven “search apocalypse” may be overblown, but brands must nevertheless look beyond a simple query-and-response box to the broader digital ecosystem where consumers are increasingly living. With some LLMs now launching their ... read more

Nearly a year after Innovid’s merger with Flashtalking as part of Mediaocean, the integration of the two ad tech firms has not only gone smoothly—it’s paved the way for a new AI-powered phase in creative ... read more

Connected television and retail media are redefining how health and wellness brands connect with patients and physicians, said Melissa Gordon-Ring, global president at IPG Mediabrands Health. These platforms give agencies a “deeper level of insight” ... read more

The definition of “attention” and “performance” is expanding rapidly for healthcare advertisers, said Clifton Covey, senior vice president and group director of digital activation at WPP’s CMI Media Group. Speaking with Beet.TV Editorial Director Lisa ... read more

It may look like the future of television, but its appeal is rooted firmly in the past. To the viewer on the couch, the distinction between broadcast, cable, and streaming is increasingly irrelevant; it is ... read more

The next frontier of marketing lies not in digital screens but in the physical world, and that artificial intelligence and creativity will define who wins there, says Tim Armstrong, founder and chief executive of digital ... read more

LAS VEGAS — Brand research can be so expensive and time consuming, even the biggest marketers limit themselves to a handful of these interactions a year. As a result, the informed decisions about marketing and ... read more

Last month, at the ANA Masters of Marketing conference in Orlando, we spoke with Adobe’s Denise Colella.  A breast cancer survivor and industry leader, she stressed the importance of industry support for awareness for a ... read more

ORLANDO, FL — United Airlines uses real-time operational data to hold connecting flights for delayed passengers. The airline, which is about to celebrate its centennial year, does so when the delay won’t impact final arrival ... read more

The open internet continues to serve as a powerful channel for advertisers seeking scale and accessibility. But the advent of generative AI is rapidly reshaping how that potential is realized. The technology is ushering in ... read more

Ensuring that ads enhance rather than interrupt the viewing experience should be a priority for every brand, said Alex Stone, senior vice president and managing director of enterprise partnerships at Horizon Media. Speaking with Beet.TV ... read more

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 ... read more

In an advertising ecosystem fixated on digital channels, it can be surprising to learn that a major retailer’s media strategy is overwhelmingly centered on its physical footprint. For UK grocery chain Co-op, about 80% of ... read more

Achieving true intimacy at scale has long been the advertiser’s holy grail — but a complex one to achieve. The answer, as ever, could be AI, which allows advertisers to analyze audiences down to a ... read more

Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the company’s approach to personalized outreach in healthcare advertising hinges on strict adherence to privacy regulations. Speaking with Beet.TV Editorial Director Lisa Granatstein, ... read more

While marketers looking to achieve both branding and performance goals have been flocking to Free Ad-Supported Streaming Television (aka “FAST”) channels the last several years. The problem is that FAST lacks adequate measurement and targeting ... read more

Marketers need to demand more of artificial intelligence than just seeing it as a tool to find the lowest-cost ad prices. “AI shouldn’t be just finding cheap CPMs. No one wins at that. It’s about ... read more

LAS VEGAS –Instore retail media represents the “natural evolution” of the broader retail media category, said Marlow Nickell, founder of Grocery TV. Speaking with Beet.TV contributor David Kaplan at the Groceryshop convention, Nickell said the ... read more

“Value” is far more than a financial metric — it’s about driving meaningful change for clients’ businesses, said Stephan Indich, executive vice president and head of integrated investment at Interpublic Group’s Mediahub Worldwide. While cost ... read more

Procter & Gamble’s Chief Brand Officer Marc Pritchard says enduring brands aren’t built on fleeting trends but on a deep understanding of consumers and a clear sense of purpose. Speaking with Beet.TV contributor David Kaplan ... read more

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 ... read more

Today’s digital media are the most measurable ever. But does a focus on short-term, addressable media metrics skew the advertising industry, neglecting the important work of brand building? This balancing act between brand and performance, ... read more

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 ... read more

As new technologies make it easier than ever to place a “buy now” button in front of a consumer, the pressure to demonstrate immediate return on investment is immense. But could this short-term focus risk ... read more

Advertisers should rethink what “reach” really means, said Kelley Rapport, vice president and director of precision at Publicis Groupe’s Digitas North America. Instead of trying to reach everyone, Rapport said brands should prioritize quality interactions, ... read more

“AI really is reshaping every aspect of media,” said Neala Brown, senior vice president of strategy and insights at Teads, the global digital media platform known for its outstream video formats. Speaking with Beet.TV contributor ... read more

LAS VEGAS — The “too-late target” is a perennial problem of the programmatic age. And it’s particularly cringeworthy when an ad tech professional experiences a targeted ad after they have already purchased the item they’re ... read more

In an advertising landscape defined by economic uncertainty and fast-changing consumer behavior, flexibility has become a defining principle of modern media investment, said Marcy Greenberger, chief investment officer of UM Worldwide, during a Beet.TV interview ... read more

In the commerce media space, few categories of company are in quite as advantageous a position as those which hold the purse strings. For American Express, the bet is that its unique position as both ... read more

With the audience now firmly established in the CTV environment, the focus is turning toward making those impressions count. For some, the next phase of CTV advertising involves moving beyond simple reach to drive tangible ... read more

The captive audience has long been the holy grail of advertising. But what about the audience that is literally captive, buckled into the backseat of a car with an average of 20 minutes to spare? ... read more

Interactive entertainment has become a cornerstone of omnichannel media strategy, said Ben Hovaness, chief media officer at OMD Worldwide. “We see interactive entertainment playing two key roles,” he said in this interview with Beet.TV contributor ... read more

With AI features becoming commonplace, the differentiator is the data. As artificial intelligence transforms media planning, Katy Varner, global chief growth strategy officer at IPG Mediabrands believes the true competitive advantage lies not in the technology ... read more