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Digital Envoy’s Charlie Johnson: LocID Anchors Identity On Locations Instead Of IPs

RANCHO PALOS VERDES, CALIF — IP addresses for targeting is a particular challenge for marketers due to the volatile, unpredictable nature of signals that change locations constantly, creating measurement and attribution problems that a location-focused approach aims to stabilize. Digital Envoy, the data provider that focuses on geo-location, sought to respond to those issues in Jan. 2025, when it launched LocID, which promised to deliver consistent location signals for better targeting, measurement, and fraud prevention. “IP addresses, which have been [the ad industry’s] bread and butter for over 26 years, is like [...]

Posted on 01/04/2026 at12:40

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AI Copywriting Bots Join With Humans to Go Beyond Garbage: Omnicom’s Stern

RANCHO PALOS VERDES, CALIF. – The math sounds terrible at first: 90% of what an AI copywriting agent produces is garbage. But that still leaves 10 usable ideas generated in 60 seconds - a feat no human could match. That calculation is reshaping how creative teams approach campaign ideation, turning artificial intelligence into a high-volume brainstorming partner rather than a replacement [...]

Brand, Performance Budgets Merge as Marketers Chase Unified KPIs: Assembly’s Jill Kelly

RANCHO PALOS VERDES, CALIF. — Long-standing distinctions between brand and performance media budgets are rapidly breaking down as marketers face economic pressure and intensify their focus on measurable outcomes, said Jill Kelly, CEO, North America at Stagwell’s Assembly Global. Speaking with Beet.TV contributor David Kaplan at the Beet Retreat LA, Kelly said clients are increasingly allocating spend against a unified set [...]

WBD Sees Ads Entering the ‘Age of Relevance’, Shoppable TV

RANCHO PALOS VERDES, CALIF. – With digital advertising facing mounting challenges around identity and privacy, media giants are looking to alternative strategies that can deliver personalized experiences without relying on individual user data. The industry has entered what one executive calls "the age of relevance," where understanding the emotional context of content creates powerful opportunities for brands to connect with audiences [...]

Mediaocean’s Ramsey McGrory: ‘You Have to Wallow in the Mud’ on the Road to AI Transformation

LONDON — The ad industry is far past the “experimental stage” of artificial intelligence use cases, but that doesn’t necessarily mean the messy complexity associated with the transition is over. “You have to wallow in the mud, which is there’s so much change happening and it’s such transformative change,” Ramsey McGrory, President of Mediaocean’s omnichannel platform Prisma, told Beet.TV contributor Robert [...]

Best Buy’s Jen Jensen: Why Consumer Electronics Shoppers Represent ‘Unique Customer Landscape’

RANCHO PALOS VERDES, CALIF. — Best Buy can tie almost all its transactions back to individual customers, an ability the company considers market leading that’s based on precise measurement and attribution across the complex consumer electronics purchase path. “We have a 93% revenue identification rate. So what that means is 93% of our transactions we can tie back to a customer [...]

‘Ads Interrupt, Agents Assist’: The New Commerce Paradigm

LONDON — Is friction the fundamental mechanism of advertising, stopping a consumer in their tracks to show them something they did not ask for? Many in the industry have long sought to make ads a complement to user activity. Now "agentic commerce", where AI software acts on behalf of consumers to find and purchase goods, suggests a future where promotional messaging must be [...]

Interactive TV Ads Finally Have the Tech to Match the Dream, Says BrightLine’s Aksman

LONDON — The promise of interactive television advertising has been around for decades. In the UK, "press red" buttons on satellite remotes teased a future of viewer engagement that never quite materialized. The problem was, the hardware wasn’t as ready as consumers may have been. Now, with streaming devices packing more processing power, that long-awaited future may finally be arriving. "The desire [...]

Accurate Forecasting Is Key to Unlocking Premium CTV: IPG’s Jean Fitzpatrick

RANCHO PALOS VERDES, CALIF. – Premium connected television inventory, especially live sports, is poised for a programmatic overhaul, but technological hurdles and a need for clearer metrics are holding back a full transition, said Jean Fitzpatrick, executive vice president of commercial strategy at IPG Mediabrands. Speaking at the Beet Retreat LA to Beet.TV contributor David Kaplan, Fitzpatrick dissected the supply- and [...]

WPP Media’s Danielle Darko: Attention Shifts From Measurement to Planning Tool

LONDON — Some advertisers have progressed beyond measuring attention as a signal to using it as a planning currency for more than a year. Still, many others are just beginning to analyze attention metrics from existing campaigns. “I know a sport brand, for instance, which has been using attention from a planning perspective for over a year now. Whereas there’s some [...]

‘Neuro-Contextual’ Advertising Taps Emotion Without Personal Data: Seedtag’s Brian Gleason

LONDON – Contextual advertising may be one of digital media’s oldest ideas, but advances in artificial intelligence are pushing it into new territory, said Brian Gleason, chief executive of contextual advertising platform Seedtag. Speaking with Beet.TV contributor Robert Andrews at the Beet.TV and WPP Media Leadership Summit, Gleason traced the evolution of contextual advertising from its roots in niche publishing to [...]

An AI Tailwind: Comcast Advertising’s Rooke Wants to Give TV a Level Playing Field With Tech

LONDON — The television industry remains hobbled by a double standard that gives tech giants an unfair advantage when competing for advertising dollars, according to a senior executive at one of America's largest media companies. Traditional media companies continue to operate at a competitive disadvantage because they're held to stricter measurement requirements than their technology-focused rivals, creating what amounts to an [...]

CTV Growth Jumps as Brands Push for Performance, Standards: Index Exchange’s Cadi Jones

LONDON – Connected television and ad-supported streaming are moving firmly into the mainstream, creating rapid growth opportunities and new challenges for advertisers and the programmatic ecosystem, said Cadi Jones, SVP, EMEA, at Index Exchange. Speaking with Beet.TV contributor Robert Andrews at the Beet.TV and WPP Media Leadership Summit, Jones said CTV and ad-supported video on demand, or AVOD, adoption is accelerating [...]

Stratacache’s Russell Young: In-Store Retail Media Shifts From ‘Pilot Purgatory’ to Enterprise Scale

In-store retail media is maturing beyond pilot programs toward enterprise-wide networks as national brands commit repeat investments and standardized measurement becomes urgent rather than aspirational. “We’re seeing that national brands are shifting real media dollars [from online] to in-store with repeat investments. That demand for standardized KPIs has really become urgent, and that’s causing a lot of retailers to start aligning [...]

Liquid Death Media Chief Pours Cold Water on CTV Conversion Hype

RANCHO PALOS VERDES, CALIF. – Could the narrative around connected TV be shifting? Once seen as a pure-play brand-building medium, a growing chorus of vendors and agencies now pitches CTV as a bottom-funnel conversion driver. But for some, this view represents a fundamental misreading of both the medium and marketing itself. Benoit Vatere, Chief Media Officer at beverage brand Liquid Death, believes [...]

TelevisaUnivision’s Bethany Hillman: Linear Dollars have Fully Arrived to CTV

RANCHO PALOS VERDES, CALIF. – Linear TV ad budgets have gone from a steady migration to connected TV to a full-on deluge after two decades of industry predictions. The shift has followed linear viewership rates that push buyers toward direct insertion order deals seeking CPM guarantees and impression volume. “I’ve been saying this for 20 years, but linear dollars are actually [...]

NBCUniversal Launches ‘LIVE Total Impact’ Tool to Extend Tentpole Event Engagement

NBCUniversal today announced a suite of new cross-platform data and technology products that promises to enhance the consumer experience and prove real-time impact for advertisers. Chief among NBCU's solutions was the introduction of LIVE Total Impact, which the media giant is billing as industry’s first cross-platform tool designed to leverage real-time viewership of live tentpole moments and extend engagement across [...]

WPP Media’s Silvia Sparry: Advertisers Need to Let Go of ‘Identity Obsession’

LONDON — Advertisers have faced the perennial issue of balancing identity-focused ad targeting with the need to respect these same consumers’ demand for privacy. The promises of agentic AI seem to grow on a daily basis, but the still-emerging tech just may be the one to solve this targeting dilemma for marketers and media buyers. “The problem from an advertiser perspective [...]

AI-Powered Contextual CTV will Define the Next Wave of Streaming Advertising: WPP Media’s Jess Brown

As connected television matures, contextual targeting is set to become more intelligent, more dynamic and far more creative, according to Jessica Brown of WPP Media, speaking with Beet.TV contributor David Kaplan. Looking ahead to CES, Brown said she’s focused on three key trends in contextual CTV: using AI to scale relevance, bringing context into live moments, and reshaping creative to match [...]

AI is Streamlining Identity, Media Planning and Future of FAST: Spark Foundry’s Steve Birnbaum

RANCHO PALOS VERDES, CALIF. – As artificial intelligence reshapes nearly every corner of modern media, Spark Foundry president Steve Birnbaum says its most transformative effect can be summed up in a single word: streamlining. From how agencies use data to how brands connect with consumers, AI is helping reduce complexity, accelerate decisions and surface insights that once took teams countless [...]

EX.CO’s Shachar Orren: Video Is Publishers’ Best Defense Against AI ‘Zero-Click’ Era Because Summaries Can’t Replace Watching

Publishers facing traffic declines from artificial intelligence-powered search summaries might have one engaging tool to fight back. “Video can't that easily be replaced by an AI summary. Even if you do video to text and you can summarize it, it doesn’t replace the experience of watching a video,” Shachar Orren, co-founder, CRO and CMO at EX.CO, told Beet.TV contributor David Kaplan. [...]