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DeepIntent’s Natalie Mancuso: Healthcare CTV Drives Better Performance than General Online Video

Not all digital video yields equal results. Case in point: DeepIntent’s Natalie Mancuso points to internal findings that connected TV advertising in healthcare generates twice the new-to-brand prescription rate compared to online video alone when combined with sequential messaging and clinical conversion tracking rather than traditional click-through metrics. “We see CTV drive two times higher new-to-brand prescriptions than online video alone,” Natalie Mancuso, svp, data partnerships at DeepIntent, told Beet.TV editorial director Lisa Granatstein. “We also have some ongoing statistics that really support a two and a half times higher rate [...]

Posted on 05/19/2026 at1:14

Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing, a Beet.TV Leadership Series, presented by Swoop

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For Pharma Advertising, an Authentic Human Touch Is Still the Best Medicine

MIAMI — The pharmaceutical industry has long been considered a laggard in digital advertising innovation, hamstrung by regulatory hurdles and lengthy compliance approvals. But that gap is finally closing as programmatic capabilities mature and creative strategies become more sophisticated. The shift represents a fundamental change in how pharma marketers approach campaigns, moving away from siloed thinking where data, creative, and measurement [...]

Contextual Ads Have Finally Graduated from ‘Cookie Backup Plan’ Status: Seedtag’s Tina Ianacchino

As publishers scramble to survive collapsing referral traffic, disappearing cookies and the growing reality that AI search engines increasingly answer questions without sending readers anywhere, Tina Ianacchino of Seedtag says the industry may still be underestimating one of digital advertising’s oldest tools: contextual targeting. “In my opinion, what publishers are still underestimating about the value of contextual today is,” Ianacchino said, [...]

Channel Factory’s Nico Greco: Brand Safety Rules were ‘Designed for Human Authors,’ not AI-Generated Content

MIAMI — Traditional brand safety guidelines fail against artificial intelligence-generated content because existing tools and platforms cannot handle the volume and sophistication of machine-created material flooding digital environments. “Brand safety rules, guidelines, everything that’s been broken out, has been designed for human authors. It’s all been designed for human creators,” Nico Greco, Channel Factory’s CRO, told Beet.TV contributor David Kaplan at [...]

Brand vs. Performance Is a False Choice, Says StackAdapt’s CMO

MIAMI — The pressure on marketers to show results has never been more intense - but chasing short-term performance at the expense of brand building is a trap, according to one ad-tech executive who lives both sides of that tension every day. Ryan Nelsen, chief marketing officer at StackAdapt, argues that the traditional separation of brand and performance marketing is collapsing, [...]

Publicis Buys LiveRamp in $2.5 Billion Push Into AI-Driven Advertising

Publicis Groupe agreed to acquire LiveRamp in an all-cash transaction valued at roughly $2.5 billion, giving the French advertising giant a larger foothold in the fast-changing market for data collaboration and AI-powered marketing technology. The deal values LiveRamp at $38.50 a share, about 30% above the company’s closing stock price on May 15, before the acquisition was announced. The transaction is [...]

T-Mobile Bets Edge Computing Will Transform In-Store Retail Media

The majority of retail transactions still happen inside physical stores, but are the media environments within those spaces connected to the sophisticated targeting capabilities available online? T-Mobile Advertising Solutions is now positioning itself as a bridge between the two worlds, offering retailers a turnkey system to transform their stores into "addressable media environments." "I think in-store media plays an important role in [...]

Your Airport Ride Is Now a Loyalty Program With Wheels: Lyft’s Jordan Glassberg

The humble rideshare trip has officially entered its luxury-era branding arc. According to Jordan Glassberg, vice president of partnerships and loyalty at Lyft, your ride to the airport is no longer just a ride. It is a “travel ribbon.” Your dinner reservation is a “moment.” Your Lyft account is becoming a loyalty wallet with tires. And somewhere in the middle of [...]

Digital Advertising Measurement Is Broken, and Offline Signals are the Fix: Padsquad

MIAMI — The advertising industry has been measuring digital campaigns the same way for years, clinging to metrics that create more noise than insight. Meanwhile, brands and agencies struggle to separate meaningful signals from the clutter of KPIs that fail to connect with actual business outcomes. "We're living in a time and a place where there are tons of mixed signals [...]

Pharma Brands are Missing CTV’s ‘Halo Effect,’ Says CMI Media Group’s Miller

MIAMI — The pharmaceutical industry has long treated television advertising with affection - big budgets, elaborate productions, and a stubborn attachment to linear broadcasts. But the economics of reaching patients and healthcare professionals are shifting dramatically. Connected TV offers pharma marketers something linear never could: the ability to adjust targeting, frequency, and creative in real time while measuring downstream effects across [...]

Goodway Group’s Paul Frampton: TV and Digital Disciplines Were ‘Two Different Things,’ now ‘Almost One and the Same’

MIAMI — Television planning and digital video buying evolved as separate disciplines with distinct trading audiences and methodologies, but audience fragmentation across streaming platforms and emerging video environments is forcing industry convergence around content quality and emotional engagement rather than channel definitions. “I grew up in a world where I learned how to be a TV planner and it worked in [...]

Magnite’s Sean Buckley: What Supply Side Consolidation Means to the Buy Side

MIAMI — Supply-side platform partnerships have dramatically consolidated as buyers recognize the inefficiency of managing dozens of technology relationships, shifting toward deeper integrations with two to five strategic partners rather than broad vendor distributions. “If you go back six or seven years, it was not uncommon for buyers to work with 50, 60 downstream supply side technology companies,” Sean Buckley, president, [...]

Why Matching Ad Emotion to TV Content Triples Viewer Attention

MIAMI — CTV can target ads - but often to the wrong person in the household. A campaign aimed at pickup truck buyers might reach a household that fits the demographic profile, but if the teenage daughter is watching Gilmore Girls on dad's account, that impression is essentially wasted. The solution, according to one ad tech executive, lies not in better [...]

Universal Ads’ Adam Royle: Koddi Partnership Brings CTV to Commerce Buyers ‘Where They are Working Today’

Connected TV buying, planning, and measurement integration into commerce platforms eliminates traditional barriers that prevented retail media advertisers from accessing television inventory through familiar workflows. “This week, Universal Ads and ad tech company Koddi announced a strategic partnership that brings CTV buying, planning, and measurement into the Koddi platform,” Adam Royle, head of Strategic Partnerships at Comcast's Universal Ads, told Beet.TV [...]

Beet@20: Lou Paskalis Says AI will Rewrite Marketing’s Playbook

Twenty years ago, Beet.TV pressed “record” at Google’s campus in Mountain View and quietly began documenting what would become a two-decade sprint through the media industry’s identity crisis, reinvention and occasional existential spiral. Fast forward 11,000 interviews later, and the cameras are still rolling, now in the corridors of CES and beyond, capturing executives like Lou Paskalis, founder and chief executive [...]

TV Advertising Finally Learned to Count Past Gross Ratings Points: WBD’s David Porter

MIAMI — In an industry that still occasionally treats gross rating points like sacred scripture, David Porter, head of advertising research, data and insights at Warner Bros. Discovery, arrived with this suggestion: maybe it’s time to upgrade the math. Speaking with Beet.TV contributor David Kaplan at the POSSIBLE conference, Porter laid out a vision for advertising that involves fewer legacy habits [...]

IAS’s Lisa Utzschneider: Total TV brings linear transparency to CTV

MIAMI — IAS launched Total TV to address advertiser reluctance to shift linear television budgets toward connected TV due to transparency gaps, providing show-level and channel-level verification through integrations with Amazon Prime, Paramount, Disney, and NBCUniversal. “If you ask brands, why won’t you shift more linear TV dollars over into CTV? They often say it’s because I want the same transparency [...]

Is Measurement the Missing Link for Pharma Brands Embracing CTV?

MIAMI — For years, pharmaceutical advertisers watched from the sidelines as other industries rushed into connected television. The hesitation was understandable: older patient populations still glued to linear TV, murky measurement capabilities, and the ever-present specter of healthcare privacy regulations made CTV feel like a gamble rather than an opportunity. But that calculus may be shifting. As measurement tools mature and [...]

Brands Should Stop Chasing Clicks, Start Booking Memories: United’s Mary Rachelle Stumpf

As Cannes Lions approaches, where every brand suddenly discovers it has a “bold new storytelling vision,” Mary Rachelle Stumpf, director of sales at Kinective Media by United Airlines, is offering a slightly inconvenient truth for the industry. The scroll is overrated, and your banner ad isn’t making memories. “What excites me most about ‘traveler media’ is that we are at the [...]

Smartly’s Laura Desmond: Marketers Need ‘New Creative System’ for AI’s Volume Explosion

MIAMI — Artificial intelligence’s tsunami of creative production is expected to dwarf the internet’s already overwhelming content saturation. That’s going to force marketers to build entirely new management systems for thousand-fold increases in versioning and variation. “TikTok ushered in a big change to creative volume and velocity, where many of our marketers were saying, ‘I need to increase by a hundred [...]

Your TV Ads Start on the Home Screen, Whether You Like It or Not: Teads CEO David Kostman

MIAMI — At the Possible conference, where every conversation eventually becomes about “attention” and someone is definitely trying to reinvent television before lunch, David Kostman, CEO of Teads, offered a simple reminder: your ad campaign now begins before anyone presses play. Kostman pointed to the growing importance of connected TV home screens, those few indecisive seconds when viewers stare at tiles [...]