Advertising Perspectives

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

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