Manufacturers of the devices we use to watch content have an upper hand when it comes to measuring consumption.

Increasingly, they are partnering with organizations who can measure the consequential impact of the ads seen on those screens.

“More and more, our clients are asking for outcome-based approaches,” says Serge Matta, President, LG Ad Solutions in this video interview with Beet.TV at Programmatic IO in New York.

By leveraging their vast inventory of LG screens and media, Matta’s team aims to link the value of this inventory to the media buys of their clients.

A Strategic Partnership with Affinity Solutions

In response to this demand, LG Ad Solutions has partnered with Affinity Solutions, a provider of credit card merchant purchase data, to create a product called LoopIQ.

This product, he says, allows them to tie media exposure to actual purchases, creating a direct link between ads viewed and consumer behavior.

Announcing LoopIQ in partnership with Affinity Solutions for CTV targeting and measurement. Combine privacy-compliant purchase data with ACR for unmatched precision, outcomes, and ad spend optimization. Read more: https://t.co/SOlsSGq8JY #advertising #connectedTV #streaming

— LG Ad Solutions (@LG_Ad_Solutions) September 26, 2023

According to LG Ad Solutions’ LoopIQ announcement:

“By integrating purchase data with existing capabilities such as privacy-compliant automatic content recognition (ACR) technology, brands can now achieve unprecedented precision, ensuring their advertising spend is optimized for the right audiences with the most impactful results.”

The Power of Outcomes

But Matta emphasizes that “outcomes” is not just about credit card information.

“Outcomes is a lot of different facets. It could be on an M&E. It could be incremental reach.

“It could be credit card transaction. At the end of the day, it’s all about tying it to a media and tying it to CTV exposures,” he says.

Quality Over Quantity

LG has its own LG Channel as well as FAST channels on its platform.

For Matta, it’s about trying to inject quality, not just quantity, into the connected TV ad marketplace.

“There’s incredible amounts of supply, but I’m not sold that there is incredible amount of quality supply,” he says.

“I think what we are trying to provide to the marketplace and the other OEMs is quality supply.

“The demand is there for quality inventory. It’s not there if it’s just remnant inventory that no one wants to touch.”

When you spend £3 billion ($3.6 billion) a year on marketing, you want it underpinned by solid data.

Drinks maker Diageo upped its global marketing spend by 5.6% last year, including a record advertising and promotion spend of £545 million.

In this video interview with Beet.TV, Patrick Teske, Director, Global Media Operations, Diageo, explains what he wants from the digital ad economy.

Addressing the Challenges in Measurement

According to Teske, the biggest challenge that marketers face is the “timeliness of data and access”.

He is looking for “timeliness, quality and working through getting to insights that we can apply within campaigns faster”.

Interviewed by Jon Watts for Beet.TV, Teske emphasizes the need to integrate not just viewability and view-through rates, but also modelling actual attention. Teske thinks that orchestrating all of this noise to get to the right triggers can help drive better outcomes.

Increased Ad Spend

Diageo brands include Guinness and Johnnie Walkers.

In its just-published annual report for the year ending June 2023, the company claims a 22% sales return on advertising and promotion investment.

All its global markets increased spend versus last year, as the company aims to connect with consumers in many countries facing cost-of-living increases.

.@donjulio has launched its latest campaign for Por Amor, ‘A Love Letter to Mexico’.

In it’s first truly global campaign the short film celebrates Mexican creativity and gives it a global stage. Crafted with local luminaries, the piece highlights the authentic and deeply… pic.twitter.com/9BO0pAfWpM

— Diageo North America (@Diageo_NA) September 20, 2023

The Role of First Party Data

The growing interest in first party data is a crucial factor in evolving marketing analytics and measuring capabilities.

However, Teske first-party is not enough. He proposes focusing on both consumer and commercial data.

“When you’re a CPG advertiser, a lot of the focus tends to be on first, ‘How can we flex the readily available assets with commercial data?’ And then when you look at from a consumer data perspective, it’s about growing that first party data availability.”

Looking Ahead: Innovations in Measurement

When asked about innovations in measurement, Teske brings the focus back to bridging the gap between data availability and speed. He wants to see “doing things faster”.

“How do you create more parity within video reporting so that it acts more like standard digital reporting?,” he wonders.

“How do you work with the agency teams to get to cleansing and QA faster?”

In a competitive market, retailers often like to forge their own path. In a digital media world that is increasingly fragmented, that could be a recipe for confusion.

So the media wing of grocery chain Albertsons has taken a brave step, pushing for standardization across the burgeoning retail media arena.

At Cannes Lions in June, Albertsons Media Collective hosted a panel and launched a white paper designed to advocate common approaches in key areas of the new retail media sphere.

In this video interview with Beet.TV at Programmatic IO in New York, Evan Hovorka, VP, Product & Innovation at Albertsons Media Collective, says: “We’re proud to announce that we’re moving our standardization framework over to the IAB.”

Calling IAB to retail media

Albertsons’ push is to head off a proliferation of ad formats and approaches retail media networks (RMNs) have been using on their own platforms.

Although the category has grown fast, Hovorka believes divergence will limit growth. Albertsons thinks standardization could add an extra $5 billion to $15 billion in extra value over three years.

“Retail media networks today have very different methodologies, very different access patterns, even in terms of how you might pay an IO or how you might execute a search campaign,” Hovorka says. “The simpler we make that, the lower the friction points are for our agency and CPG partners.”

He adds the IAB is “the right agency” to take the effort forard: “They’re going to accept that and push that forward to the industry, which makes perfect sense.”

Led by Claire Wyatt (@Albertsons Media Collective) and #IAB’s Jeffrey Bustos, the second interactive breakout session at #IABConnectedCommerce Summit inspired conversations on the crucial topic of standardization in #RetailMediaNetworks pic.twitter.com/5yf6PLEFil

— IAB (@iab) September 13, 2023

Albertsons’ framework

Albertsons’ “Retail Media Standardization Framework” focuses on four areas:

1. Product specifications.
2. Performance measurement.
3. Third-party verification.
4. Capabilities.

It calls on other retail media networks to standardize specifications, methodologies, terminology and disclosures.

The framework “recommends RMNs adhere to existing digital media guidelines published by the Interactive Advertising
Bureau (IAB)” (display ads, native ads, new media experiences, digital video and CTV).

Gaining adoption

Getting retail media networks to dispense with custom offerings may prove difficult in some quarters, particularly when it comes to ushering-in third-party verification on aspects like viewability measurement.

After all, retailers see their own customer data as a key leverage in media networks.

But ad buyer pressure, plus the potential upside for RMNs, could be enough to encourage alignment.

Hovorka explains how divergence may hold things back: “If Pepsi’s looking for their VIP consumer, they have to go redefine that 17 different times.”

A solution may be allowing RMNs to go on offering their own signals while translating them to a smaller, subset of buyer-facing options: “There could be an industry definition of what that is – a macro definition that turns into different audiences for each RMN.”

This interview was conducted at AdExchanger’s Programmatic IO event in New York on September 26, 2023.

SALISBURY, CT – The very first Beet Retreat Berkshires brought together leaders from the media, advertising and ad-tech industries to a region that offers woodland beauty and a burgeoning cultural scene. Beet.TV capture a range of opinions from executives about current trends in artificial intelligence, privacy-safe identifiers and the ad-tech marketplace.

Marika Roque, chief operating and innovation officer at KERV

“In terms of building infrastructure for a shoppable or e-commerce future, you’ve got to factor in the content side and the retailer side. You’ve got to kind of think about that in the future of our industry, and how that metadata will be leveraged in content ownership rights. We also take in all of the product catalogs for the retailer side and create look-alike models from an identity perspective at the object level.”

Adding Shoppable Moments to TV Content Takes Group Effort: KERV’s Marika Roque

Julie Clark, senior vice president of media and entertainment at TransUnion

“For identity and currency, the currency by its very nature is going to be standardized. It is something that is going to have a ubiquity across all of our industry standards. Identity is not necessarily there yet, but it is becoming part of the core infrastructure that we are leveraging across the lifecycle of how we’re activating media within the ecosystem overall.”

Beet Retreat Preview with TransUnion’s Julie Clark: Consumer Identifiers Underpin Ad Sales

David Buonasera, chief technology officer at Magnite

“I’ve heard a lot of pitches now and it’s like they say AI a thousand times, and that’s the entire pitch. I think what’s funny is that it’s not new. A lot of these technologies actually were coming out like two or three years ago. People have been slowly collecting, building their datasets, and now they’re making it so you can actually build a product on top of it. But I think there is a lot of misunderstanding about what that particular type of AI is good for.”

Solving The Data Explosion & Embracing AI Carefully, With Magnite’s Buonasera

Jay Wolff, chief revenue officer at KERV

“AI is a loaded word, but what KERV is doing is very unique because the creative process has been ancient for years. Antiquated ways of measurement, antiquated ways of building creative manual processes can now be solved by AI.”

Shoppable TV Unites Content and Commerce: KERV’s Jay Wolff

Alan Katz, founder and chief executive of The Mountains

“The inspiration for The Mountains was this area, in particular, this area from the Catskills to the Berkshires, and everything in between is what we covered, and that’s our purview. This has become just an amazing area in the last few years. Andy Plesser has tapped into what is going on, and the same reason that we’re doing it is why Andy tapped into Beet Retreat being here because of the talent that’s here.”

Beet Retreat Berkshires Taps Into Region’s Vibrancy: Mountains Media’s Alan Katz

Sean Buckley, chief revenue officer at Magnite

“We’re definitely in a phase of consolidation in the ad-tech industry, and I think we will continue to be in a consolidative phase for the foreseeable future, certainly among the major hubs of technology, both on the buy side and on the sell side. We see buyers forging much deeper relationships with a smaller set of technology is on the supply side for a variety of reasons, and I would expect that trend to continue.”

Consolidation In Ad-Tech Industry Is Overdue: Magnite’s Buckley

You’re watching coverage of Beet Retreat Berkshires, our latest Retreat in Salisbury, Connecticut — presented by Magnite, KERV & TransUnion. For more videos from this event, please visit this page.

In a high-speed, data-driven world, the demand for precise measurements in digital advertising has never been higher.

With the rise of first-party data and the growing complexity of consumer metrics, advertising is exiting the era of broad strokes and entering a realm of razor-sharp focus.

That’s where Ron Amram comes in. Previously head of media at Sprint Nextel and Heineken USA, Amram is now senior director, global media, at confectionary maker Mars.

In this video interview with Beet.TV, Amram explains how the company is approaching the new media world.

The Three Waves of Data

Mars, in some markets, had a much-loved slogan, “A Mars a day helps you work, rest and play.”

Amram says the company’s advertising team also operates with another triumvirate in mind. He says the company works with “three waves of data”.

1. “Broader, campaign-level data, the marketing mix model level.”
2. “Specific, program-level or platform-level or composite-level test-and-learn, agenda-type tests.”
3. “Executional-level data that we can optimize and hopefully link to performance.”

This three-wave structure of data measurement allows advertisers to break down their strategies into measurable and adaptable segments, enabling a more granular approach to data handling, Amram says.

Understanding quality, perpetual learning

MediaRadar has an interesting summary of Mars’ multi-platform ad output.

Amram says Mars’ emergence into digital media has brought learnings.

“There’s levels of (media) quality, not every impression’s the same the way it was in the past,” he says. In the past, every impression was treated the same. Now, with the ability to measure engagement metrics and understand the quality of impressions, the game is changing.

Another big change is artificial intelligence.

“I think what AI allows for is the pivot towards action and continuous improvement,” Amram says. “It becomes learning for humans to make better decisions. So I think it moves faster.”

Measuring Mars

Next up, Amram wants Mars to capture a swathe of consumer touchpoints, with privacy in mind.

Set-top box data, smart TV data, ad server data, and streaming data are all transforming the measurement services used in advertising.

“We’re adding as many of these signals as we can,” Amram says. “There’s several vendors that are providing … mobile engagement (data).

“(It answers questions like) ‘Are people touching the ads of how long are they scrolling?’, ‘Are they zooming in on assets?’ and things of that nature?”

CANNES – The media and marketing industries in the past few years have grown more aware of how advertising activities lead to emissions of greenhouse gasses. Beet.TV hosted the Sustainability and Responsible Marketing Summit to bring together professionals from a variety of advertising agencies, ad-tech companies and industry associations.

This highlight reel captures some of the ideas that they shared at the summit, which was sponsored by Adlook and Sharethrough.

Ben Skinazi, chief marketing officer of Sharethrough

“We’ve done many many different things, both in terms of products that aim to reduce carbon emissions and also trying to educate the market: the first Green Media Summit in New York in April 2023, which was a great success to bring people together on that topic.”

Driving Sustainability In Digital Media ‘A Collective Responsibility’: Sharethrough’s CMO Skinazi

Anthony Katsur, chief executive of IAB Tech Lab

“The RTB 2.6 protocol was developed with connected television and digital video in mind, both from an efficiency perspective as well as it has strong sustainability implications. In the new version of the protocol…gives advertisers and media companies greater optionality in terms of how media companies want to package up their television inventory through RTB [real-time bidding]. And it also gives advertisers a lot more flexibility in terms of cherry-picking spots within a pod.”

‘Efficiency And Sustainability’ Are Driving Forces Of RTB 2.6: IAB Tech Lab’s Katsur

John Osborn, director of Ad Net Zero

“We have working groups that are focused on production and media, and they’re up and running. But what’s happening is that ideas, initiatives, starter guides, best practices, references, banks of case studies, they’re all being propped up, for two reasons: educate more and also start to begin to measure, and actually, we can begin to measure starting now.”

Sustainability Is Possible With Ad Industry’s Ingenuity: Ad Net Zero’s John Osborn

Patrick Gut, vice president and head of sales in the United States for Adlook

“Collaboration is key, especially when we’re thinking about sustainability, because it touches every single part of the media-buying process. As a DSP, our perspective is we don’t want anything to do with measurement. It’s not our job to tell you what signal to optimize against. Our objective and what we’re required to do for our brands is to make the signal they want to use actionable.”

GreenPath Launch Aims to Shrink Ad-Tech’s Carbon Footprint: Adlook’s Patrick Gut

Ollie Joyce, global chief transformation officer at Mindshare

“WPP has committed to reduce our Scope 1 and 2 emissions by 84% by 2025. We’re doing it at a GroupM level because it’s important to have consistency, but we’ve published a paper called ‘Calculating a Cleaner Future’ which is focused on how we reduce emissions within our supply chain by 50% by 2030.”

Cutting Greenhouse Gasses Is Group Effort: Mindshare’s Ollie Joyce

Martin Bryan, global chief sustainability officer at IPG Mediabrands

“We have a sustainability report which holds us accountable for the emissions that we are generating in our business across scope 1, 2 and 3. We are also working actively with our clients to help them in the downstream emission measurement that is required for them to report to their shareholders.”

Sustainability Goals Can Be Achieved with Collaboration: IPG’s Martin Bryan

You’re watching coverage of the Sustainability & Responsible Marketing Summit at Cannes Lions 2023, presented by Adlook & Sharethrough. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.

CANNES — The changing face of television advertising is a hot topic among digital innovators, as discussions intensify around experimental technology and consumer-first design.

With massive streaming migrations and the rise of artificial intelligence (AI) within the sector, executives descended on Cannes Lions to debate the latest.

Beet.TV was fortunate to host some of those discussions during The Transformation of Television: Connected, Addressable & Outcome-Based, presented by Go Addressable & Teads at Cannes Lions 2023.

Here, we summarise some of the discussion highlights…

1. Exploring Creative Optimization and Engagement

Monique Pintarelli, President of North America at Teads, speaks about the value of creative optimization and engaging the targeted end consumer.

“I think what we can do from a creative standpoint is actually really exciting.” She says brands can “take maybe what they’ve created from an asset standpoint and better optimise it for the channel and for the end consumer that they’re trying to reach”.

‘Signal Loss is Driving Innovation’: Teads President Monique Pintarelli

2. Entering the Streaming-First Era

Adam Bergman, Group VP, Advertising & Data Sales at VIZIO, believes the focus on ‘streaming first’ approach and brand-safe environments are the highlights of this year.

“The marketplace has made clear that streaming has a massive seat at the table. As a device owner, we’ve built this narrative with our brand partners direct to device, and when we sit down with agencies, we sit down with brands and advertisers, they are taking a streaming first mentality into this upfront cycle.”

‘The New Channel Surfing’: VIZIO’s Vision to Enhance User Experience and Reshape Advertising

3. The Strength in Diversity and Scale

Danielle Brown, SVP, Data Enablement & Category Strategy at Disney Advertising, emphasizes the importance of diversity in content, platforms and audiences to effectively drive scale and reach.

“Scale is definitely important to advertise. … ESPN has a very different audience from Hulu. Hulu has different audiences from Disney+. We also have Hot Star overseas. And then of course we have ESPN plus. So the composition of our content and the composition of our audiences really helps advertisers drive scale at incrementality…”

Every Streaming Platform Reveals Consumer Insights: Disney’s Danielle Brown

4. The Emergence of AI in Advertising Discussions

Jeremy Arditi, Global Co-CEO at Teads, discusses the pivotal role and impact of AI on the industry, affecting creative processes, content consumption and automation.

“AI (is) a theme that is coming up in pretty much every conversation and the potential impact that it can have on our broader industry affecting everything from creative to how content is being consumed, the platforms it’s being consumed on, the types of publishers that it’s being consumed on, and how it can provide an additional level of automation in the technology or the different technologies in the industry.”

AI, Attention Are Among Key Cannes Themes: Teads’ Jeremy Arditi

5. Democratizing TV Advertising with Creative AI

Mark Douglas, President & CEO at MNTN, discusses using AI to democratize TV advertising and lower the cost of creative content.

Douglas shared how MNTN is focused on reimagining the advertising landscape with the use of AI, saying, “We democratised TV advertising for any size brand. Three quarters of our customers never advertise on TV, so they don’t have TV commercials when we meet them. For that group as well as actually a lot of big advertisers, our goal is to lower the cost of creative.”

Democratizing TV Advertising: MNTN’s Leap into Creative AI Tools

6. Redefining Cable Networks in the Streaming Age

Pooja Midha, EVP & General Manager at Effectv, digs into the transformation of the cable network into a multiscreen TV giant that bridges local, regional, and national reach.

According to Midha, Effectv is moving beyond traditional perceptions of a local cable company and expanding to reach a diverse audience: “We are more and more multi-screen TV. We reach 96 million adults in more than 60 markets… we have the largest addressable footprint in the United States. In addition to that, with effective streaming and through Xumo, we also are able to reach cord cutting broadband only homes…”

Comcast’s Pooja Midha On Ad Innovation at Effectv

7. Leading with Product Innovation

Ilya Pozin, Founder & CEO at Telly, discusses their recent product launch and the overwhelming public response despite zero marketing.

“It blew everyone’s expectations. We’ve done zero marketing whatsoever. We’ve spent $0 on advertising or in any kind of marketing efforts… these are people who are very interested in our product. They love what we’re doing, and they want to own the smartest television in the world, and they want in their home, and they know they’re getting it at the best deal on the planet for free.”

People Who Order Free TVs Are Desirable to Brands: Telly’s Ilya Pozin

You are watching ‘The Transformation Of Television: Connected, Addressable & Outcome-Based,’ presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.

CANNES — If data is still the new oil, the infrastructure had better allow it to flow.

In recent years, limits have been placed on the transfer of consumer data – often for good, privacy-focused reasons.

At Cannes Lions, the Global Leadership Summit on Data & Measurement at Cannes Lions 2023, presented by Comscore, LiveRamp & LoopMe, heard how executives are trying to reconnect the pipework.

Here, we present highlights of their views…

1. The Necessity of Efficient Data Flow and Interoperability

Carol Hinnant, Chief Revenue Officer at Comscore, emphasizes the importance of ensuring efficient data flow through systems and interoperability, especially in light of reduced workforces in many businesses.

“The measurement companies need to help solve some of these problems by making the data interoperable. And that’s what we have been focused on… because we do have our data flowing through the major systems that transact, especially at the linear and cross-platform level.”

‘We’ve Arrived’: Comscore’s Hinnant Heralds The Multicurrency Transition

2. Tackling Fraud in the Digital Space

Angela Rodriguez, Global Head of Sales at Proximic by Comscore, discusses the concerns around fraud in the digital space, particularly when traditional television content enters a digital format.

“Any time we start to bring television, CTV, any type of content into a digital format, I believe concerns immediately come up about some of the fraud… Let’s make sure that we’re all tackling that immediately. It’s not something where we need to play catch up.”

Programmatic TV: A New Era of Efficiency and Audience Targeting

3. Tailoring Customer Approach

Lisa Coffey, Global Chief Revenue Officer at LoopMe, emphasizes the importance of understanding clients’ data points at the tip of the funnel and finding avenues for brand growth.

“The world went so far down the funnel to ROAS and was so hyper-focused on that area, the sales information and clients were getting to a point where they figured out all the data points on these people at the tip of the funnel that they started to (ask), ‘Where’s the incrementality coming from? How are we going to find net new customers?'”

Close The Loop To Measure Up: LoopMe’s Coffey Says Brands Are Refocusing On Incremenality

4. Merging Brand Advertising and Performance-based Advertising

Rob Cukierman, GM, Measurement & Product Partnerships at LoopMe, discusses the company’s vision of merging brand advertising with performance-based advertising for more refined targeting.

“(LoopMe) have a vision around bringing brand advertising and simplifying it, but also bringing the same type of rigour that you would have in performance-based advertising. It means taking sophisticated AI and technology and scale but, instead of focusing on a conversion or a click, to use a survey-based methodology to understand mindsets.”

AI Can ‘Supercharge’ Brand Advertising: LoopMe’s Cukierman

5. Transitioning to a Multicurrency World

Tara Gotch, EVP, Commercial at Comscore, explains the company’s shift to a more diversified platform mix while understanding clients’ methodology and data workflow.

“Going into this year’s upfront and really moving from testing to full transaction on a multicurrency world, we’ve spent the last year-plus working to help our clients understand the methodology, understand the data workflow, and then understand and support from a sales perspective, from a full ad sales perspective.”

How Multi-Currency Happens: Comscore’s Gotch On Up-Skilling & Embracing Local Change

6. Future of Clean Rooms

Travis Clinger, SVP, Activations & Addressability, LiveRamp believes that clean rooms as a functional technology are here to stay. It offers a controlled and safe way to share data and should be interoperative and responsive to the ecosystem.

“There’s some really good things about clean rooms – the permissions, the governance, the enabling folks to share data, but in a safe way where people have control over it. Key to that is a connective ecosystem, making sure that your clean room is interoperable at the end of the day.”

Focus On Function: LiveRamp’s Clinger Cautions Against Becoming Wedded to Clean Rooms

7. Evolution of Clean Rooms

Vihan Sharma, EVP, Global Sales, LiveRamp anticipates clean rooms will have a permanent and significant role in future data management, despite a slow adoption rate due to privacy concerns and variable capabilities.

“Even though it started in international markets, the adoption has been slower just because the clients have to understand privacy, they have to understand the challenges because the clean rooms don’t really all come with the same kind of capabilities.”

LiveRamp’s Sharma Sees Clean Rooms At Ecosystem’s Heart, Standards Needed

Nielsen has a new CEO, after five dramatic years in the media measurement arena.

Karthik Rao, previously CEO of Nielsen Audience Measurement, is promoted to the overall role, 23 years after joining the company, taking over from David Kenny.

In this video interview with Beet.TV in February 2023, which we are republishing here, Rao said said the company’s newly-released Nielsen ONE measurement suite would help solve the thorny problem of cross-screen media measurement.

CANNES — With US retail media spending estimated by eMarketer to be $45 billion in 2023, the category is not exactly a new topic anymore.

So, companies rolled into Cannes Lions with solid views about a maturing topic.

Beet.TV played host to some of those discussions, through Global Retail Media Summit at Cannes Lions 2023, presented by Criteo & Habu.

Here, we summarise some highlights…

1. New Approaches to Commerce Media

Brian Gleason, Global Chief Revenue Officer at Criteo, believes the company’s venture into commerce media via their Commerce Grid platform offers brands and agencies valuable insights on their ad dollar spend.

“We recently launched something we call Commerce Grid, which is our SSP. It allows a new way for publishers to participate in commerce media … (Criteo) has the ability to have closed loop reporting to see exactly how your ad dollars are working.”

Retail Media: A Rapidly Growing Ecosystem With A Bright Future

2. Focusing on Top of Funnel Strategies and In-store Integration

Marc Fischli, Executive Managing Director, EMEA at Criteo, discloses the company’s successful expansion beyond onsite experiences into offsite strategies and instore integration, following their acquisition of Australian company, Brand Crush.

“2023 has been a fantastic year for us. We had a fantastic base in on-site Criteo and the industry overall too. And now we’re going to go into off-site to really go at scale, also top of funnel. In-store has become really important for us.”

Retail Media Requires Relevance, And AI Could Help: Criteo’s Fischli

3. Bridging Fragmentation in Digital Advertising Ecosystem

Michael Greene, SVP of Global Vertical Strategy at Criteo, believes in creating a simplified, consolidated workflow to bridge the fragmentation in the digital advertising ecosystem.

Greene discusses a client-centric approach to addressing fragmentation in the industry, with an emphasis on consistency in managing budgets across retailers and defining metrics.

Brands Fight Fragmentation As Retailers Embrace Media: Criteo’s Greene

4. Unifying Digital Media Budgets

Joseph Meehan, the Commerce Manager at Criteo, envisions the extension of commerce potential for media owners through unified digital media budgets.

“Right now we’re talking about unifying the digital media budgets. We see kind of a full spectrum of publishers just tapping into it… all the way to becoming pseudo retailers themselves.”

Commerce Media Unleashes Trillion-Dollar Opportunity for Publishers: Criteo’s Meehan

5. Digital Transformation in Beverage Industry

Zach Lain, Director of Global Data Partnerships at PepsiCo, shares insights into PepsiCo’s digital transformation journey.

“Our journey began three years ago with the creation of the data analytics function at PepsiCo. Fast forward to today, we’re 700, 750 folks that really do span across so many different functions.”

‘Jump In’: PepsiCo’s Lain Believes Clean Rooms Power Digital Transformation

6. Evolving Role of Retailers Globally

Sherry Smith, GM of Global Enterprise at Criteo, analyzes the distinct roles of retailers and their growth trends across the globe.

Smith comments on the changing roles of retailers across regions, from becoming hybrid in APAC, to content-focused in EMEA, and to digital in the US. She notes, “We’ve got well over 70 retailers in EMEA. US, it’s certainly more of the digital (players). And then of course with APAC it’s more of the marketplaces and how do you connect with those sellers.”

Criteo’s Smith On The Data-Driven Evolution Of Retail Media

7. Uber’s Transition into Advertising

Megan Ramm, the Global Director and Head of CPG Partnerships at Uber, believes that their transition into advertising has been a seamless and natural progression.

“How can we (passengers) them with a message at the right time when we know that they’re attentive, we know that they want to see it? It feels very natural. It is like the consumer wants to see it. They’re in the mindset to receive the messages and we’re here to deliver it.”

Collaborations Help Support Our Ad Growth: Uber’s Megan Ramm

8. Early Movers Establish the Patterns

Ted Flanagan, Chief Customer Officer at Habu, believes that companies moving swiftly in the current business climate will be well-positioned to scale and achieve value ahead of their competitors.

“The first movers are the ones that are establishing the patterns. And so they’re just going to be that more well-positioned to scale, to move quickly, and to be really deriving value as the rest of the industry catches up.”

Data Collaboration Will Move Retail Media Forward: Habu’s Flanagan

iSpot.tv acquired media-measurement company 605 to expand its customer footprint across brands, TV networks and streaming publishers. Terms of the deal weren’t disclosed.

The acquisition bolsters iSpot’s measurement solutions for video and TV advertising effectiveness, especially in business-outcome attribution, advanced audience measurement, media planning and data science managed services, the company announced.

“605 has developed an impressive technology architecture, a great approach to using big data and a suite of powerful solutions that nicely complement our own,” Sean Muller, founder and chief executive of iSpot, said in a statement. “We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.”

iSpot is adding set-top box data from 16.6 million homes to its smart TV data footprint, expanding iSpot’s total available TV device footprint to 82.7 million. The combined data sets, which include smart-TV data from consumer electronics companies Vizio and LG, will help deliver accurate, representative measurement and new currencies to the TV marketplace.

“We launched 605 seven years ago with the idea that high-quality data and advanced analytics would make television advertising even more effective, from planning and segmentation all the way through to attribution and now prediction,” Kristin Dolan, founder of 605 and current chief executive of AMC Networks, said in a statement. “iSpot has built a large and loyal customer base, particularly with large brand advertisers, and is a pioneer in the measurement space.”

605’s services include best-in-class business outcome attribution solutions that measure effectiveness against CPG sales, auto sales, credit card, location, search and survey KPIs. Capabilities also include a powerful planning and optimization platform, advanced audience segmentation and predictive analytics capabilities powered by machine learning.

All 85 employees of 605 will join iSpot, bringing total employee count to 464. In the immediate term, 605 will continue to operate as an iSpot company, building and supporting 605 solutions. The companies will work together to integrate all products under a single offering that utilize a unified data spine and technology infrastructure for all measurement and currency offerings.

The acquisition is iSpot’s fourth in five years and the biggest in the history of the company.

SALISBURY, Ct. – The ideal media plan of the future will include addressability, platforms to buy addressable placements, measurement of outcomes and insights into context and content, Jessica Brown, managing director of digital investment at WPP’s GroupM, said in this interview with Beet.TV contributor Mike Shields at the Beet Retreat Berkshires.

“Addressable doesn’t mean that it’s one-to-one impressions. To me, addressable means we understand the households, the people that we’re speaking to,” Brown said. “Legacy ways of doing things obviously are age and gender, and that’s not enough information for us to look at our whole entire media plan across everything that we’re doing.”

Newer methods of setting the value of ad transactions, or what are known as media currencies, would help in the negotiations between buyers and sellers, “but we’re still not there yet,” she said. “There’s a lack of consistency in terms of these new measurement tools. There’s a lack of infrastructure supporting them so that we can scale those solutions today.”

Holistic Vantage Point

Media buyers are also looking for a platform that can provide a holistic view of the marketplace, which has become more difficult amid its greater fragmentation. Siloed “walled gardens” whose audience data aren’t always comparable can complicate efforts to get that holistic view.

“The biggest barrier is understanding these addressable audiences, being able to plan against them, being able to buy against them and measure against them,” Brown said. “We need to move to platform-based buying. It doesn’t mean everything is biddable. It’s just using a platform to connect all of the pieces so that we’re consistent and looking at things holistically across our buyers.”

You’re watching coverage of Beet Retreat Berkshires, our latest Retreat in Salisbury, Connecticut — presented by Magnite, KERV & TransUnion. For more videos from this event, please visit this page.

SALISBURY, CT – Dentsu International has embarked on a five-year journey to lead the charge in the attention economy. Now that journey is pointing it toward audio.

Previously, the company’s research into the economics of attention prompted it to introduce a new, attention-based media currency, the effective attention cost per a thousand (EACPM).

Now, in a large-scale study, it suggests audio could be the channel leading the attention pack.

Harnessing the Power of Audio

Cara Lewis, Chief Investment Officer at dentsu, says: “Audio’s having somewhat of a resurgence. It just made sense to go to the next channel that’s having that growth to really see the connection that consumers are making in the audio space.”

Audio, despite being a high-reach medium, has been traditionally overlooked due to its focus on listening rather than seeing. However, Lewis believes that this is exactly why it deserves further exploration in the attention economy.

To conduct this research, dentsu partnered with Lumen, looking to emulate environments that focus on audio. Lewis explains: “We’ve looked to them to look into environments that essentially emulate that audio and to see how we can build upon what is happening in the audio space.”

What Is Attention Worth? Dentsu’s Rozen Cracks The Code With EACPM

Findings from the Study

The study, conducted with six different audio partners, revealed surprising results. Lewis says: “It ultimately beat out a lot of the dentsu norms that we have. They were higher than almost all of them, and essentially proved out that audio works, and that audio can create good attention.”

When it comes to different audio formats, such as podcasts, radio, and streaming, the results are equally enlightening. “Some of the key findings that we found across radio, podcasting and streaming are driving the highest impressions of attentive impressions.”

Lewis says audio brings high brand recall. “Streaming really had that brand recall, which is going along with what we’ve seen about streaming being a premium brand connection,” she says. “So it proved out a lot of things that we’re thinking about. It was just the highest that we’ve seen in terms of attention.”

CANNES — The streaming landscape has revolutionized the way consumers engage with content and advertising. As major players continue to expand their streaming services, they are increasingly focused on delivering a seamless user experience and leveraging data to improve advertising effectiveness.

In a recent panel discussion led by Jonathan Steuer, executives from three companies shared insights into their approaches and strategies:

• Peter Blacker, EVP, Streaming & Data Products, Head of Diversity, Quality & Inclusion, NBCUniversal
• Melanie Brown, Director, Advanced Products, Tubi
• Danielle Brown, SVP, Data Enablement & Category Strategy, Disney Advertising

Disney’s Meticulous Approach to Ad Experience

Danielle Brown, SVP of Data Enablement & Category Strategy at Disney Advertising, highlighted Disney’s commitment to providing a superior consumer experience across its streaming platforms.

She emphasized that while Hulu pioneered ad products based on consumer behavior, Disney Plus takes a different approach due to the distinct preferences of its super fans.

“For Hulu, we really pioneered a lot of the ad products that are out there right now. With Disney Plus, we are being meticulous about a light ad load and being very meticulous about the types of ads that people consume,” said Brown. She went on to explain that Disney Plus, home to popular IPs such as Star Wars, Pixar, and Marvel, ensures that its ads align with the preferences of super fans who have specific expectations.

NBCUniversal’s Pristine Ad Environment

Peter Blacker, EVP of Streaming & Data Products at NBCUniversal, highlighted the company’s commitment to creating a respectful and additive ad environment across its streaming platforms, housed under the Peacock brand.

“We have really understood that advertising can be quite additive to the experience,” said Blacker.

Blacker emphasized the importance of leveraging data from Comcast’s footprint, theme parks, and other assets to make it easier for marketers to access and utilize NBCUniversal’s full portfolio. He also noted that over 90% of Peacock’s audience has chosen the ad-supported option, indicating a positive reception from viewers.

“We have to make it easy and transparent for marketers to be able to leverage our full footprint of linear, out-of-home, streaming platforms, and FAST channel platforms to make their advertising work for them,” said Blacker.

Tubi’s Focus on User Experience and Data Integration

Melanie Brown, Director of Advanced Products at Tubi, emphasized the company’s focus on the user experience and its ability to control it through their proprietary tech stack.

“Through a bunch of different controls, a user who is selecting a piece of content to view on Tubi is really receiving the right ad inside of the right content,” explained Brown.

Brown also highlighted Tubi’s ability to leverage its first-party data and proprietary ad server to improve the ad experience. Additionally, Tubi’s collaboration with partners like LiveRamp, TransUnion, Habu, and Videoamp allows for better integration and activation of data for advertisers.

Data Availability and Measurement

The panelists also discussed the importance of data availability and measurement in the streaming advertising ecosystem.

They acknowledged the need for improved access to delivery data and the standardization or interoperability of data formats.

“We have really been laser-focused on interoperability, brokering deals with partners like The Trade Desk and Google to bring everything closer together and provide all the necessary information to our advertisers,” said Melanie Brown.

Blacker highlighted NBCUniversal’s focus on simplifying and making data easily understandable for clients. He stressed the importance of utilizing first-party data and leveraging resources to solve measurement challenges collaboratively.

Danielle Brown shared how Disney has been focused on achieving maximum reach with a minimum amount of frequency for advertisers. Through the company’s extensive audience graph and partnership with clean rooms, Disney ensures data-driven relevancy and enhanced audience targeting.

You are watching ‘The Transformation Of Television: Connected, Addressable & Outcome-Based,’ presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.

SALISBURY, Ct. – The growing fragmentation of the media marketplace has led advertisers to seek ways to manage the complexities of cross-platform campaigns. Marketers also have sought to better evaluate how their media spending drives business outcomes, especially amid the recent economic uncertainties that come with rapid increases in consumer prices and the cost to borrow money.

To address these needs, GroupM, the media-buying group of agency holding company WPP Plc., in 2022 formed GroupM Nexus from its community of campaign-activation specialists at Finecast, Xaxis, and GroupM Services.

“We took about 1,800 people working on various different platform capabilities across paid, own and earned – what most people consider search, social programmatic and commerce – and brought them under one roof,” JiYoung Kim, president of North America at GroupM Nexus, said in this interview with Beet.TV contributor Mike Shields at the Beet Retreat Berkshires.

In addition to these steps to break down the siloes amid various specialties, GroupM Nexus also is continually developing more advanced technologies – such as artificial intelligence – to help with decision-making and to automate some operations to help advertisers improve the performance of their campaigns.

“We’re seeing a little bit of man and machine, the marriage of those two coming together in performance,” Kim said. “What Nexus believes in is the next generation of performance practitioners. It’s not about acquisition, it’s not about sales, it’s not about lower funnel. It’s the numerical certainty in what is going to happen with the media investment.”

You’re watching coverage of Beet Retreat Berkshires, our latest Retreat in Salisbury, Connecticut — presented by Magnite, KERV & TransUnion. For more videos from this event, please visit this page.

CANNES – Advertising agencies have a key role in transforming people’s lives, and these changes aren’t confined to luring consumers to buying products and services. Increasingly, agencies are broadening their mandates to limit advertising’s negative effect on the Earth’s system of natural resources.

Marla Kaplowitz, president and chief executive of the American Association of Advertising Agencies (4 A’s), in this fireside chat at the Cannes Lions International Festival of Creativity asked key people from the world’s biggest agency-holding companies to discuss what the advertising industry is doing to reduce greenhouse-gas emissions.

• Jemma Gould, vice president and chief sustainability officer at Interpublic Group: “The important thing about what we do is working across the company. It’s working not only with all of our agencies, but at the holding company level, working with everyone in the company to understand how not only is this something that we have to do, but it’s something that’s going to help our business.”
• Deva Bronson, executive vice president and global head of brand assurance at Dentsu Media: “Our biggest challenge now is the fact that we don’t have any federal regulations that would compel our partners and our clients to have some skin in the game. This isn’t something that’s dependent on our industry entirely, but we all know that there’s no motivator like the threat of being slapped with a fine for not complying. I’m cautiously optimistic, but definitely feel a sense of urgency.”
• Ollie Joyce, global chief transformation officer at WPP’s Mindshare: “The biggest challenge for us as advertising and marketing people is credibility. We exist as a business to sell more stuff to more people, and for 100 years that’s been brilliant because it’s raised standards of living, it’s taken people out of poverty, it’s raised education standards. We’re now in a situation where it cannot continue and it will cause real damage if it does continue. We have to look at how we change behaviors. People are going to have to buy differently.”

Scoping Out the Supply Chain

As a key part of the global supply chain, advertising agencies provide services to companies that are scrutinizing how their vendors help or hurt the cause of environmental sustainability. Agencies not only have Scope 1 emissions from their direct activities, but they also have Scope 2 emissions from the power they buy from utility companies that burn fossil fuels and Scope 3 emissions as part of the value chain for a variety of brands.

• Scope 1 covers direct emissions from a company’s own or controlled sources, such as fuel burning, waste processing or equipment leaks.
• Scope 2 emissions are the indirect emissions from the energy purchased and used by a company, such as heating, ventilation, air conditioning and electricity.
• Scope 3 emissions are the indirect emissions from a company’s value chain such as ad-tech vendors, waste disposal and transportation.

Gould: “First, we’re looking at how we operate and we are looking at our travel, because that’s a huge piece of it as we all sit here in Cannes. We’re sending fewer people, we’re traveling differently. Business class for many of us is a thing of the past. And then we’re looking at how we’re using our energy. And when we partner with our clients, our clients are pressuring us because we are part of their supply chain, so we’re part of their Scope 3.”

Sustainability Efforts Reflect Company Values: IPG’s Jemma Gould

Bronson: “Something interesting that we’re doing is encouraging small changes by individuals in their offices and in their home offices. Many of us who are in large cities like New York don’t necessarily have the ability to control our environments and how efficient our workspaces are because we lease five floors in a 150-year-old building that guzzles oil by the second. There’s not much we can do about that because we can’t go off and build a huge LEED- [Leadership in Energy and Environmental Design] certified campus for ourselves. So encouraging limiting waste, simple things, bottle fillers, limiting paper usage, limiting printer usage. We have meetings at least quarterly to talk through issues around all of the pillars of ESG [environmental, social and corporate governance], not just environmental sustainability.”

Joyce: “We’ll be across Scopes 1 and 2, we will have zero emissions by 2025, all our energy will be renewables. By 2030, we will be net zero, including an absolute 50% reduction across our Scope 3, including media. We made those commitments. We didn’t know how we were going to get there. That’s really a way of doing it, because as soon as you’ve got a commitment, you say, “okay, we go and work that out.” We’ve now got a credible plan in terms of how we do that internally.”

Cutting Greenhouse Gasses Is Group Effort: Mindshare’s Ollie Joyce

You’re watching coverage of the Sustainability & Responsible Marketing Summit at Cannes Lions 2023, presented by Adlook & Sharethrough. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.

SALISBURY, CT — It’s not just the ad buy side that is motivated to start up ad measurement solutions.

These days, ad sellers, too, have reason to offer measurement capabilities.

In this video interview with Mike Shields for Beet.TV, Krista Panoff, SVP of Global Enterprise Development, Innovid, unpacks the evolving dynamics of the sell side industry, shedding light on the value of real-time analytics, cross-platform measurement solutions, and advanced creative technologies.

The Sell Side’s Shift Towards Measurement

Panoff notes a significant shift. “I think originally brands were the ones who really drove the demand for independent kind of always-on metrics. But in recent years we’ve seen the sell side lean in a lot and really now almost like take a leadership position,” she says.

The most forward-thinking clients, according to Panoff, are enabling their IndividXP dashboard directly for their advertisers, thereby fostering real-time conversations about campaign performance and KPIs.

“They see increased spend over a span of time,” Panoff adds, underscoring the tangible benefits of this approach.

Advanced Creative: The Next Step Forward

In the quest for interactive and personal ad experiences, Panoff points out the importance of advanced creative technologies.

“Advertisers are looking for tools that they can enable this personalization and creativity at scale,” she says.

These tools not only enhance user engagement but also extend the time a brand can interact with a viewer.

“We see some of our premium publishers, they’re seeing up to two minutes of additional time with that consumer engaging with that ad. That’s tremendous time,” Panoff concludes, highlighting the sell side’s pivotal role in shaping the future of ad experiences.

The Demand for Real-Time Analytics and Ad Personalization

Innovid’s InnovidXP combines ad serving data and creative personalization, backed by sight of a billion daily TV impressions delivered to 95 million homes.

Innovid is an advertising technology company that specializes in providing video marketing and advertising solutions.

Founded in 2007, Innovid’s platform is designed to help advertisers and brands optimize their video campaigns and reach their target audiences more effectively.

Its features include video ad creation, delivery, targeting, analytics, interactive formats and connected TV support.

You’re watching coverage of Beet Retreat Berkshires, our latest Retreat in Salisbury, Connecticut — presented by Magnite, KERV & TransUnion. For more videos from this event, pleasevisit this page.

SALISBURY, Ct. — In the last two years, data clean rooms have risen to prominence as a way for companies to continue connecting customer data sets while minding new privacy rules.

But the clean room hype also risks blinding some buyers to the reality that data collaboration is about a lot more than just clean rooms. That is according to Brian Lesser, chairman & CEO, InfoSum.

In this video interview with Mike Shields for Beet.TV, Lesser says: “Data collaboration is not a one-size-fits-all solution.”

Nuances in Data Collaboration

“Different technologies serve different purposes,” Lesser says.

He warns that while the term ‘data clean room’ helps to articulate what a particular piece of technology does, it also runs the risk of over-simplifying a complex industry.

“The danger of putting a box around a bunch of companies and calling them data clean room companies is that there are differences. There are differences between what’s a data store, what’s an analytics platform, what is meant to be privacy enhancing technology, what’s just a collaboration or reporting layer on top of different data stores,” Lesser explains.

He emphasizes that understanding these nuances is crucial to leveraging technology effectively.

InfoSum’s Solutions in Action

Customers use InfoSum’s tools for planning, activation, and measurement in the media world.

Lesser highlights how companies like ITV and Channel 4 utilize InfoSum to plan campaigns, activate, and measure them in coordination with their agency partners and advertisers.

“If I’m an advertiser and I know what audience I’m trying to reach inside of your marketplace or inside of your inventory, I don’t have to give that audience to a third party anymore,” Lesser says.

Standardization and Interoperability

Discussing the ongoing debate around clean room definitions, Lesser emphasizes the need for standards.

InfoSum has been actively involved in developing two different sets of standards – Google’s PAIR standard and the IAB’s standard for clean room interoperability.

“I don’t envision a marketplace where there are dozens and dozens of clean rooms all with their own methodologies. So standards are absolutely important,” Lesser says.

The Future of Data Collaboration

Lesser predicts that the future of data collaboration will be driven by privacy concerns and legislative changes.

Citing the influence of GDPR in Europe, he observes that European and UK-based publishers have had to be innovative in how they sell addressable advertising while respecting privacy.

He believes the US will follow suit, not only due to legislative pressure but also because CEOs and CMOs will take privacy more seriously. “It’s not long before we get a big CMO or CEO of a consumer products company who says, ‘We’re not going to allow our customer data into the ecosystem anymore’,” Lesser predicts.

You’re watching coverage of Beet Retreat Berkshires, our latest Retreat in Salisbury, Connecticut — presented by Magnite, KERV & TransUnion. For more videos from this event, pleasevisit this page.

Seeing the same commercial over and over for a long time has been part of watching television. That doesn’t mean the phenomenon is any less annoying for viewers, 87% of whom said they see too many of the same advertisements, according to a study by the media trials unit of Interpublic’s Magna in partnership with Nexxen, an ad-tech company specializing in television.

“We talk a lot in this industry about delivering the right message to the right person at the right time,” Kara Manatt, executive vice president of intelligence solutions at Magna, said in this interview with Beet.TV contributor Rob Williams. “All of those components, of course, are very important, but we also need to be paying attention to the way in which we’re delivering those ads.”

The cost of annoying viewers by showing over-repetitive ads, even unintentionally, can be significant. On average, there’s a decline of 16% in purchase intent, Magna and Nexxen found.

“People constantly bring up stories of ‘I remember I was about to buy this brand and then I got 15 ads in two hours from that brand and I changed my mind,’” Manatt said. “We see that people feel less excited about the brand, less connected to the brand — and we also see declines in some of our most important metrics, like purchase intent.”

Improvements to frequency-capping of advertising is a collaborative effort among media companies that sell advertising and brands that buy it.

“If you think about the broadcaster and publisher side, they need to be ensuring that their ad servers are built for the complexities of streaming and making sure that they are equipped to make real-time ad decisioning,” Manatt said. “On the advertiser and agency side as well, we need to be seeking efficiencies by weeding out cross-platform duplication. We also need to be ensuring that we are using ad-tech that can manage frequency on live campaigns.”

You’re watching “Convergent TV at a Moment of Change,” a Beet.TV Leadership Series presented by Nexxen. For more videos from this series, please visit this page.

CANNES — Although most digital media have long been “addressable”, in cable TV land “addressability” has long meant something quite specific.

But that is changing, as addressability starts to fan out across other solutions, says Kevin Arrix, SVP of DISH Media.

In this fireside chat with CIMM MD Jon Watts for Beet.TV at Cannes Lions, Arrix highlights the expansion of usage around addressability, with it now being used for “reach incrementality”, “audience or heavy viewership suppression” and “deterministic demo targeting”.

The Role of Distributors in National Minute Enablement

Arrix also sheds light on the role of distributors in national minute enablement, a term he uses to describe the process of programmers enabling addressability.

He says that the first step is for distributors to make connections with the programmers and set up the capability for them to decide how they want to use their time.

“I think the biggest development on the national minute side is that programmers… are setting the foundation for the future,” he explains.

Addressability in the Context of Streaming and CTV

Arrix goes on to discuss addressability within the context of streaming and Connected TV (CTV).

He believes that these are fundamentally the same thing as they are impression-based and data-driven. This is why he advocates for the inclusion of streaming and CTV within the remit of the GoAddressable consortium, as they are inherently addressable.

Arrix pinpoints two key factors in ensuring the success of an addressable campaign.:

1. Firstly, there needs to be clarity and communication around the Key Performance Indicators (KPIs) from the onset. Understanding how the campaign will be measured is crucial.
2. Secondly, he emphasizes the need to reduce friction in the buying process from different sources. He says: “If you can lessen that friction that has existed in the past, then it’s a better experience”.

#GoAddressable and Advertiser Perceptions Poll Finds 81% of Advertisers are Satisfied with Addressable TV Advertising; 41% Not Currently Using It Plan to Incorporate in 2023. Read more below! https://t.co/rj0emtgVdC

— MediaVillage.org (@MediaVillageOrg) November 21, 2022

The Role of First-party Data in Programmatic

Arrix also highlights an upcoming opportunity in the programmatic space, where buy-side can decision off of first-party data.

He strongly believes that this will be a game-changer, especially given the increasing demand for data quality and accountability in advertising.

Says Arrix: “We want to be solution-agnostic. So if an advertiser or an agency says, ‘we want to buy I/O, managed services’, great. If they say, ‘we want to buy programmatic’, great.”

You are watching ‘The Transformation Of Television: Connected, Addressable & Outcome-Based,’ presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.