Advertising Perspectives

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

Once upon a time, an advertiser once had a handful of channels across TV, radio, and print.  Modern fragmentation changed all that. For one measurement executive, the solution lies in focusing on attention as a ... read more

LAS VEGAS – Retail media’s rapid evolution has made data collaboration an essential tool for both advertisers and retailers, said Liz Roche, vice president of media and measurement at Albertsons Media Collective, during an interview ... read more

As retailers look to bridge the gap between digital and physical shopping, T-Mobile Ad Solutions is betting big on the rise of in-store retail media. Cherian Thomas, senior director of retail media and digital out-of-home ... read more

MADRID — For years, contextual advertising has largely been a game of matching keywords on a page to the topic of an ad. But as the technology improves, so does the ambition to move beyond ... read more

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 ... read more

NEW YORK – Technology has changed not just how people communicate with one another, but also how they connect with brands, said Kara Manatt, executive vice president of intelligence solutions at Interpublic Group’s Magna Global. ... read more

LAS VEGAS – Retailers across the board face growing challenges around how to share and activate data responsibly, and Dollar General’s DG Media Network (DGMN) is no exception. Speaking at the Groceryshop convention, Austin Leonard, ... read more

Retail data has evolved from custom audience building within a handful of networks to becoming a critical component that enhances first-party data sets, creating more dimensional customer understanding when integrated through clean room environments. “When ... read more

The path a consumer takes from seeing a product to buying it has never been more convoluted. The decades-old model of “last-click attribution,” which gives all the credit for a sale to the final touchpoint, ... read more

As audiences juggle multiple screens and platforms, advertisers need to rethink how and where they engage, said Jessie Schwartzfarb, executive vice president and head of video investment at Dentsu, in this interview with Beet.TV contributor ... read more

Dave Young, vice president of retail media at Dick’s Sporting Goods, sees the company’s stores as a vital link between traditional advertising and real-world brand experiences. “What we’re doing that’s unique at Dick’s through Dick’s ... read more

Is your next customer a bot? The way consumers shop and discover products is undergoing significant changes, marked by a highly fragmented journey that spans social feeds, e-commerce platforms, retail media, and AI services. Just ... read more

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. ... read more

The long-held role of television as a top-of-funnel, awareness-driving medium is being fundamentally rewritten by digitization. Once a channel measured primarily by reach and frequency, television is  now transforming the living room screen into a ... read more

Mastercard is formally entering the fast-growing commerce media space. But unlike newer players chasing a trend, the company says its move builds on a decade of experience linking advertisers and consumers through transaction-level data. Jill ... read more

Index Exchange has rolled out a data vendor ecosystem that connects its Marketplaces customers directly with a growing roster of data partners, enabling more precise audience targeting and streamlined deal creation. “We just launched a ... read more

Gaming advertising represents a still untapped opportunity for marketers facing television supply constraints as streaming migration reduces ad inventory while offering the scale, engagement, and demographics that traditional channels struggle to deliver. “Gaming provides an ... read more

LAS VEGAS — After years of ad industry striving, the convergence of identity resolution with artificial intelligence tools is finally delivering on the practical promise of brands crafting truly personalized, real-time marketing at scale.  “Missing ... read more

The digital ad industry’s machinery is optimized for impressions and clicks, but a growing contingent argues that true performance requires a more considered, people-first approach. That would mean moving beyond blunt metrics to focus on ... read more

As user attention splits between the open web and connected television, how can contextual advertising remain relevant? Jorge Poyatos thinks the industry needs technology that can read the room, discerning not just topics, but also ... read more

Retail data is transforming the way brands plan and execute campaigns, but not by changing advertising fundamentals. Instead, data enables marketers to get closer to the customer, says Bruce Williams, chief media officer for the ... read more

Gaming continues to be underrepresented in media investment despite offering measurable engagement opportunities and value exchange capabilities that other channels cannot match, largely due to marketer unfamiliarity with the environment. “I think gaming could be ... read more

Healthcare and pharmaceutical marketers must rely on storytelling to break down stigma, build trust and ultimately motivate patients to take action, said Ayla Ellison, editor in chief of healthcare and life sciences at Questex. “Storytelling ... read more

Retail media has quickly become one of the most powerful forces shaping commerce, but its role is no longer just about driving transactions, said Bernie Che, senior director of retailer acceleration at Flywheel Digital. Speaking ... read more

Walking the line on social values has become a high-wire act for brands, with missteps leading to boycotts and sales slumps, a challenge recently highlighted by controversies that impacted major brands like Bud Light and ... read more

Retail stores represent untapped media channels that can deliver storytelling and emotional connection at the critical point of purchase decision, moving beyond traditional “buy now” messaging to create memorable brand experiences. “We see the opportunity ... read more

Connected television is rapidly becoming one of the most powerful precision tools for reaching healthcare audiences, said Kyle Avery, director of business development at adtech giant The Trade Desk. Speaking with Lisa Granatstein, editorial director ... read more

While interactive entertainment has become a global juggernaut, many advertisers are still treating it like a novelty, allocating only a sliver of their media plans to a single partner. This “one and done” approach overlooks ... read more

The advertising industry’s fixation on serving maximum impressions continues to damage brand affinity and user experience, argues Adam Gendelman, VP, Head of Sales and Operations at Wunderkind. And that’s created a false choice between privacy ... read more

Retail media’s promise lies in connecting digital campaigns directly to in-store sales, and the IAB is pushing industry-wide standards to make that link possible, says Collin Colburn, vice president of commerce and retail media at ... read more

Television remains a cornerstone of healthcare advertising thanks to its unmatched scale and emotional resonance, according to Quinn Borsuk, senior vice president of advanced TV sales and strategy at Swoop. Speaking with Beet.TV editorial director ... read more

The world of retail media has long been defined by its proximity to the point of purchase, mastering the art of converting a browser into a buyer. But the upper-funnel world of brand building and ... read more

AMENIA, NY – Brands that want to win in the fast-evolving retail media landscape need to harness first-party data not just for ads but for end-to-end personalization across the customer journey, said Elizabeth Donovan, senior ... read more

Digital and brick-and-mortar commerce don’t have to be strangers. Increasingly, businesses realize the convergence of online and in-store strategies offers brands enhanced opportunities to influence consumer behavior directly at the point of sale. From personalized ... read more

AMENIA, NY — Advertisers continue to rely on general metrics that may offer the value of industry-wide standardized comparisons across media channels, but provide little actionable insight while the identity resolution landscape rapidly shifts toward ... read more

NEW YORK, NY — Getting clarity on advertisers’ return on investment remains the main challenge in media measurement, even as speed and precision become increasingly important in an environment where global advertising spend approaches $1 ... read more

Despite the rise of e-commerce, brick-and-mortar locations still offer opportunities for connection and conversion. These physical spaces offer opportunities to drive brand awareness, encourage product trials, and, crucially, facilitate conversions, according to Sean Crawford, managing ... read more

Demand for more granular control over media placements and audience reach is intensifying, pushing the concept of supply-side curation to the forefront. This requires a new level of cooperation, according to one agency executive who ... read more

AMENIA, NY — The ability to seize the greatest opportunities in this early stage of the artificial intelligence era would seem to belong to the larger holding companies, with their vast array of talent, access ... read more

CANNES – With a network of 130 million customer connections across the U.S., T-Mobile Advertising Solutions operates from a uniquely scaled vantage point, one that its data chief calls a “privileged position” that demands serious ... read more

AMENIA, NY – Agentic AI and retail media are reshaping how consumers shop and how brands connect with them, said Amie Owen, global chief commerce officer at IPG Mediabrands. In this interview with Beet.TV contributor ... read more

The long-established rules of search engine optimization are changing fast. In an advertising world increasingly shaped by conversational AI, the efficacy of familiar tactics of keyword stuffing and link-building is coming under pressure. Instead, a ... read more

AMENIA, NY — Marketing departments are positioning themselves to weather expected economic turbulence by investing more heavily in data assets that provide value beyond traditional advertising campaigns. “The data budget will probably not eclipse the ... read more

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. ... read more

CANNES – A powerhouse panel of marketing and technology executives convened at the Cannes Lions International Festival of Creativity under the moderation of AJL Advisory founder Lou Paskalis to explore how innovation is transforming media ... read more

CANNES — Artificial intelligence is no longer just a tool for content production—it is reshaping how marketers understand identity, audiences and growth, according to industry leaders at a Cannes Lions International Festival of Creativity panel ... read more

AMENIA, NY — The retail media landscape is heading toward a decisive split between sustainable businesses and complementary revenue streams as brands demand accountability from an increasingly crowded marketplace. “Some retailers, as publishers, are driving ... read more

AMENIA, NY – Brands that want to make their marketing dollars go further need to think smarter about where they invest and how they amplify those investments, said Heather Sparks, executive vice president and head ... read more

CANNES – At a Beet.TV panel moderated by Tameka Kee, executives from VML, The Trade Desk, WPP Media and PayPal Ads argued that the future of commerce-driven advertising will depend on blending cultural insight with ... read more

CANNES – As television advertising dollars flow into streaming environments, the programmatic machinery built to transact those ads is growing increasingly complex. A cottage industry of platforms providing aggregation and curation services is on the ... read more

CANNES – As brands seek more meaningful ways to engage with diverse audiences, TelevisaUnivision’s new U.S. advertising chief Tim Natividad says there is significant untapped potential in the Hispanic media market, and the tools to ... read more

CANNES – The emerging concept of “agentic commerce,” where AI agents act on behalf of consumers to make purchases and go well beyond traditional product recommendations, has become a hot topic for brands. WPP Media ... read more

AMENIA, NY — Connected TV and commerce are becoming more tightly joined. And that’s creating new ad formats that capture consumers at moments of peak engagement and peak purchase intent. “CTV and commerce are great ... read more

CANNES – Kicking off one of Beet.TV’s fireside chats at the Cannes Lions International Festival of Creativity, Lou Paskalis, founder and chief executive of AJL Advisory, said advertising technology has finally “caught up to the ... read more

CANNES — Retail media is booming, but with more than 250 retail media networks (RMNs) in play, and counting, brands and agencies are facing what one panelist called “overwhelming complexity.” At the Cannes Lions International ... read more

As artificial intelligence transforms the advertising world, brands will need flexible, modular platforms to thrive — not rigid, one-size-fits-all solutions. That’s the vision Simon Asselin, chief technology officer at digital advertising firm Infillion, shared in ... read more

CANNES – With retail media networks multiplying and brands demanding better measurement, Instacart’s Adam Silverblatt believes the industry is headed toward consolidation, and accountability will be the deciding factor. Speaking at the Cannes Lions International ... read more

AMENIA, NY — When it comes to media operations, artificial intelligence may be “democratizing” everything between competitors. However, the playing field may be anything but level when AI is used internally with media operators.  “There’s ... read more

AMENIA, NY — First-party data has earned its valorization the last few years, particularly among the brands that tend to own it. But that doesn’t mean third-party data, which has had its ups and downs ... read more

CANNES – The scramble for first-party data may have been a necessary reaction to signal loss, but it has left many brands with a new problem: a trove of information they don’t fully know how ... read more

CANNES – Connected TV audiences have raced far ahead of the infrastructure meant to support them, ad and media leaders said in this panel discussion hosted by Beet.TV at the Cannes Lions International Festival of ... read more

CANNES – Connected TV audiences have raced far ahead of the infrastructure meant to support them, ad and media leaders said in this panel discussion hosted by Beet.TV at the Cannes Lions International Festival of ... read more

CANNES – What happens when an AI identifies a perfect customer persona that doesn’t actually exist? While AI models can optimize campaigns with breathtaking speed and efficiency, some theories suggest this could make knowing a ... read more

CANNES — In a noisy marketing environment, how does a brand cut through the hubbub and deliver truly personalized experiences? Mike Ng thinks they need a holistic, 360-degree view of their customers — and predictive ... read more

CANNES – Retail media was a hot topic at the Cannes Lions International Festival of Creativity, with experts from top brands and agencies discussing its growing importance and potential for innovation. Among the highlights, Jon ... read more

CANNES – Retail media networks are rapidly reshaping the way brands and agencies collaborate, according to experts from Albertsons, Google and Spark Foundry. As these networks harness invaluable shopper data, they offer new opportunities for ... read more

CANNES – Retail media has become one of the fastest-growing segments in advertising, but the category is facing a critical inflection point, according to Melanie Zimmermann, general manager of global retail media at Criteo. Speaking ... read more

AMENIA, NY — Does the world need another demand-side platform in 2025? Keith Gooberman, CEO and co-founder of DSP Pontiac Intelligence is ready to make that case. “The old DSPs are like a battleship. There ... read more

CANNES – Retail media has gone from niche topic to industry obsession in just a few years, and Liz Roche, vice president of media and measurement at Albertsons Media Collective, says the reasons are clear. ... read more

CANNES – The evolving landscape of media buying is reshaping strategies in the healthcare space, particularly in pharmaceuticals, discussed in a Beet.TV panel titled “Breaking the Mold: Redefining Client, Agency, and DSP Partnerships” at the ... read more

While the advertising industry obsesses over artificial intelligence, one veteran executive suggests its primary function is not to invent the future, but to perfectly codify the past. In his view, AI is less the beginning ... read more

AMENIA, NY — The gap between data collection and actionable insights in programmatic advertising is collapsing as artificial intelligence transforms campaign optimization from a weeks-long process into real-time decision making. “The applications that are driving ... read more

CANNES – While the industry has obsessed over online retail media for the past five years, T-Mobile has been quietly building what may be the most measurable in-store advertising network in America. “Everybody’s been focusing ... read more

Set in the rolling hills of Amenia, NY, the Beet Retreat Berkshires returned this July to the historic Troutbeck Estate Resort — a place where conversations about the future of advertising feel both urgent and ... read more

While advanced channels like connected television offer new tools for precision, for pharmaceutical marketers, success is measured not by immediate return on investment, but by their ability to reach the right audience with a vital ... read more

As live streaming continues its global takeover of sports, concerts and cultural events, the IAB Tech Lab is stepping in with a new solution to a growing problem: how to serve ads reliably during massive, ... read more

NEW YORK — The pressures on media buying, from consumer privacy restrictions to finding the right place and time for the right message, have never been simple to manage. But to get a truly acute ... read more

CANNES – Programmatic advertising is moving beyond its reputation as a lower-funnel tactic and gaining new traction among pharmaceutical brands, thanks to evolving TV upfronts, improved measurement tools and greater flexibility in buying, according to ... read more

AMENIA, NY — Travel has emerged as a bellwether for commerce media for several reasons, chief among them is the ability to connect data and content from 35,000 feet up in the air on down ... read more

CANNES — For years, the advertising industry has often viewed data privacy compliance as a cost of doing business, a limiter on marketers’ ambitions. But could privacy be a competitive advantage? This was the consensus ... read more

In retail media, like many trends in advertising, all roads right now are leading to AI. For Uber Advertising, that intersection represents a unique opportunity to capitalize on high-intent moments. The transportation and delivery giant ... read more

As audiences fragment across platforms, the industry is grappling with how to monetize and measure in a cohesive way, a challenge that is forcing a fundamental rethink of long-standing business models. For one industry executive, ... read more

The advertising industry’s relentless pursuit of programmatic efficiency could be leading it toward an unintended, and undesirable, destination: a sea of sameness. As more brands adopt the same automated tools and data sets, there is ... read more

CANNES – At this year’s Cannes Lions International Festival of Creativity, artificial intelligence dominated conversations across the Croisette, and the Beet.TV stage was no exception. In a panel discussion moderated by Beet.TV contributor Tameka Kee, ... read more

AMENIA, NY – The long-standing boundaries between buying and selling in programmatic advertising are dissolving as supply-side platforms assert greater influence over media investment decisions. “The supply side is taking on an increasingly more significant ... read more

CANNES – With the advertising industry still on a mission to simplify its notoriously convoluted digital supply chains, supply-path optimization (SPO), a buy-side-led effort to consolidate spending through fewer, more efficient intermediaries, has been a ... read more

In the rapidly evolving landscape of sports media, The E.W. Scripps Company is betting big on women’s sports, and not just on broadcast television. Joe Naylor, senior vice president of streaming and digital at Scripps, ... read more

These days, it feels like the established playbook for advertising is being torn up and rewritten in real-time. The rapid adoption of AI is forcing a fundamental re-evaluation of everything from the creative process and ... read more

CANNES – In an advertising landscape flooded with more than 250 retail media networks, how will contenders stand out? CVS’ own retail media division believes pairing online community conversation with purchase history can unlock high-intent ... read more

AMENIA, NY – At the Beet Retreat Berkshires, Maureen Bosetti, chief investment officer at Interpublic Group’s IPG Mediabrands, shared her insights on how data, automation and AI are transforming the media landscape, and what keeps her ... read more

For decades, television advertising has largely been the preserve of a thousand or so major brands with the budgets and know-how to navigate its complex buying landscape. Now, one of the industry’s biggest players is ... read more

CANNES – In a move that bridges health and wellness shopping data with community conversations, CVS Media Exchange (CMX) used Cannes Lions to announce a partnership collaboration connects CVS’s 90 million ExtraCare members with Reddit’s ... read more

CANNES – The explosive growth of retail media is creating new opportunities for brands to harness first-party data, but that growth depends on trust, privacy, and evolving the consumer experience, says Shawn McGahee, head of ... read more

CANNES – Marketers should stop settling for “decent” results and instead push for greatness by eliminating inefficiencies and rethinking how they measure success, says Jeremy Cornfeldt, president of performance marketing firm Tinuiti. Speaking with Beet.TV ... read more