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Adobe’s Denise Colella Makes the Case for AI as ‘Enhancer, not Replacement’ for Human Creativity

ORLANDO, FL — Artificial intelligence functions as a tool that handles mechanical and repetitive tasks, freeing human creators to focus on imagination, storytelling, and artistic expression that only humans can deliver. “AI is an enhancer, not a replacement of the human,” Denise Colella, VP, Global Digital Strategy Group at Adobe, told Beet.TV contributor David Kaplan at the ANA Masters of Marketing conference. “If you look at AI and think of the tasks, the mechanical, repetitive tasks that it can take on, that allows the human creator to do uniquely what humans [...]

Posted on 12/03/2025 at1:42

ANA Masters of Marketing 2025

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Adtech’s ‘Growth Paradox’ Deepens, but Marketers can Reverse It: StackAdapt’s Anna Grodecka-Grad

RANCHO PALOS VERDES, CA – As the advertising industry grapples with budget pressure, rising channel complexity and an ever-widening tech stack, the familiar mandate to “do more with less” has become an exhausting refrain. At the Beet Retreat LA, Anna Grodecka-Grad, SVP of Global Client Services at StackAdapt, argued that the real challenge, and opportunity, lies in doing more of [...]

Slam Dunks and Exponential Growth: Quigley-Simpson’s Ratner on Retail Media

The booming retail media sector's greatest strength lies not just in its expanding footprint but in its foundation of actual sales data. Unlike traditional programmatic channels where marketers append third-party data and push it downstream, in retail media networks, purchase insights flow upward through the system, enabling genuinely informed targeting decisions. "It is not guessed, it's not modeled, it's not attributed. It [...]

How TiVo is Challenging the Incumbents in Content Identification

RANCHO PALOS VERDES, CA — In the television industry’s move toward new measurement standards, much of the focus has been on the proliferation of new currencies. But what if simply swapping out one ratings provider for several alternatives doesn’t address the foundational challenges? With viewers scattered across countless linear and streaming services, the accuracy of any measurement system owes much to [...]

More Is More: Epsilon’s MacPherson Argues Broader Data Is the Key to Better AI

RANCHO PALOS VERDES, CA — The advertising industry is rushing to embrace artificial intelligence. For Gillian MacPherson, VP, product and consumer insights at Epsilon, the key to unlocking AI’s potential is a robust data foundation built on a solid identity layer that can unify disparate information sources. “If you're able to have a sound identity layer that can identify consumers and then [...]

Google’s Inderpreet Sandhu: AI-Driven Creative Alignment will Transform CTV Ad Relevance

RANCHO PALOS VERDES, CA — Among advertisers’ hopes for artificial intelligence is the ability to shape and reshape creative moments within scenes streaming on CTV to bring more emotionally resonant ad experiences at scale. “Every piece of content that we all watch elicits a different emotional reaction or an association. So why shouldn’t the creatives be aligned to that type of [...]

Biggest Surprise in Omnicom-IPG Deal Is How Many Brands Survived: Madison and Wall’s Brian Wieser

The most unexpected twist in Omnicom Group’s landmark merger with Interpublic Group is how many agency brands the combined company chose to keep intact, said Brian Wieser, chief executive of consulting firm Madison and Wall. Speaking with Beet.TV editorial director Lisa Granatstein, Wieser said he had anticipated deeper consolidation, especially across media agencies, than what Omnicom has announced so far. Wieser said [...]

OpenAP’s Ashley Luongo: How TV Delivers Digital-Level Precision For Pharma Ads

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies. “Television is delivering the kind of precision targeting that we once thought only possible in digital,” Ashley Luongo, CRO of TV ad platform OpenAP, told Beet.TV Editorial Director Lisa Granatstein. “We can [...]

For Zenith’s Hartofilis, CTV is Remaking TV’s Reach in a ‘Smarter Way’

The long-held ambition for connected television advertising is finally coming into focus: recreating the immense, immediate reach of traditional linear TV, but with a new layer of intelligence that its predecessor could never offer. As viewers increasingly self-select their content, ad spending is following them into the streaming world, with US CTV ad investment projected to hit $40.90 billion by 2027. This [...]

OpenX’s Erika Loberg: Race-to-Bottom CPMs Threatens Premium Content Creation

RANCHO PALOS VERDES, CA – Advertisers demanding lowest-cost CPMs while publishers reduce yield creates a destructive cycle that undermines premium content production and ultimately eliminates quality advertising environments that benefit no one. “That race to the bottom isn’t a good thing for this entire ecosystem,” Erika Loberg, global head of CTV at OpenX, told Beet.TV contributor David Kaplan at the Beet [...]

Convergence, Transparency and AI are Reshaping Programmatic Ads: Nexxen’s Chance Johnson

RANCHO PALOS VERDES, CA – As the advertising marketplace grows more complex, “convergence” has become both a buzzword and a necessity, said Chance Johnson, chief commercial officer of Nexxen, during a conversation with Beet.TV contributor David Kaplan at the Beet Retreat LA. Johnson described consolidation across the industry as an unavoidable outcome of fractured incentives and increasing operational complexity. Buyers and [...]

Premium Advertising Depends on Brand Trust, Relevant Ads, Healthier Open Internet: StackAdapt’s Gregory Joseph

RANCHO PALOS VERDES, CA – In today’s crowded digital marketplace, the definition of “premium” advertising comes down to more than polished content. it hinges on brand trust, user-friendly ad experiences and highly relevant messaging, Gregory Joseph, vice president of inventory development at StackAdapt, says in this interview with Beet.TV contributor David Kaplan at the Beet Retreat LA. Joseph outlined three core [...]

Unlocking ‘Why?’: PMG’s Sam Bloom on the Biggest Mover in Retail Data

The promise of retail data has long been to connect an advertising dollar to a customer’s purchase. But what happens when sales drop unexpectedly? The data can often show what happened and who was involved, but the crucial context of why it happened frequently remains a mystery. A richer understanding is emerging from the practice of layering different data sets - [...]

Genuin’s Matt Wurst: ‘Commerce Is Media Now’

ORLANDO, FL — The combination of media and commerce promises to eliminate the linear consumer journey and enable marketers to achieve objectives from awareness to conversion within single video experiences. “The convergence of media and commerce is no longer evolving — they have converged to the point where they are one and the same. Commerce is media,” Matt Wurst, CMO of [...]

Addressable Video and Smart Planning Drive Patient Action for Healthcare Marketers: PHM’s Sarah Bast

Healthcare marketers must go beyond traditional awareness metrics to drive true patient action, said Sarah Bast, executive vice president of investment marketplace at Publicis Health Media (PHM). In this interview with Beet.TV Editorial Director Lisa Granatstein, Bast explained how PHM collaborates with PMX Lift, a unit within Publicis Media focused on the changing TV advertising landscape, to lead the charge [...]

Premium Media Inventory Needs Strong Brands, Respectful Ads, Relevant Messaging: The Trade Desk’s Will Doherty

RANCHO PALOS VERDES, CA – In today’s crowded digital ecosystem, the definition of “premium” advertising hinges on far more than high-quality content. It’s about brand trust, a respectful ad experience and the relevance of the messages themselves, Will Doherty, svp of inventory development at The Trade Desk, said in an interview with Beet.TV contributor David Kaplan at the Beet Retreat [...]

Comcast Advertising Taps Mastercard Purchase Data To Enable Sales Attribution

RANCHO PALOS VERDES, CA - Purchase data is the ultimate in outcome, so Comcast Advertising this year partnered with Mastercard to combine viewer data with transaction records to analyze campaign effectiveness. For decades, television advertising has been understood as the quintessential top-of-funnel tool, a powerful engine for building brand awareness and broad-based reach. Now advertisers are demanding to connect ad exposure on [...]

Index Exchange’s Alex Gardner: Contextual Signals Enable ‘Revolution’ In Audience Targeting

RANCHO PALOS VERDES, CA — Contextual targeting has evolved from supplementary tactic to primary solution over the past year, enabling advertisers to move beyond inconsistent audience-based signals toward more robust and reliable connections with consumers. “A year ago at CES, we started talking about the idea of leveraging these signals in more interesting and meaningful ways. A year later, I think [...]

TiVo’s Craig Chinn: AI will Create Custom Audience Segments ‘On-the-Fly’

RANCHO PALOS VERDES, CA - For all the talk about artificial intelligence impact on creativity, the data use cases are quickly coming into view among various parts of the ad industry. For example, the ability to autonomously generate audience segments in real time rather, than relying on predefined demographic or behavioral categories, could fundamentally change how connected TV advertising targets [...]

Blurring Lines, Collapsing Funnels & Partnering-Up: Unilever’s Sobol On Next Year In Media

How does one of the world’s largest brand groups approach marketing opportunities when all around is changing? Unilever finds itself at the apex of a changing media environment, a commerce media explosion and a fundamental shift in the shape of television as a medium - oh, and the world’s biggest sporting event. Aaron Sobol, head of NA media investment and data governance, [...]

Publicis Media’s Joe Kowan: Retail Data in CTV Enables AI to Optimize for ‘Actual Sale Event’

The combination of connected TV ads, retail media, and artificial intelligence offer marketers many compelling propositions. One possible value is the ability to know that an ad led to a completed purchase rather than having to rely on the “guesswork” of proxy metrics like ad clicks. In a larger sense, that could fundamentally change how campaigns measure and improve performance. “Were enabling [...]