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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 and more, well, actual results. It is a conversation that touches everything from measurement currencies to AI to the radical notion that ads should drive business outcomes. Currency market that actually [...]

Posted on 05/11/2026 at4:01

POSSIBLE 2026

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IAS’s Lisa Utzschneider: Mastercard Partnership Demonstrates ‘200x Performance’ ROI for Brand Safety

MIAMI — Brand safety and suitability verification combined with transactional data creates measurable return on investment that far exceeds traditional media quality approaches, according to beta testing with major advertisers. “We’re layering our media quality data on top of Mastercard’s transactional data. We recently ran a beta with three brands, Progressive, Starbucks, and Verizon,” Lisa Utzschneider, CEO of Integral Ad Science, [...]

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 [...]

Why Time Is the Most Democratic Asset – and Brands Should Treat It That Way

MIAMI — The digital economy has spent two decades pulling consumer attention away from the physical world. Should brands with brick-and-mortar presence refocus on the time people actually spend inside their stores? "If you think even your own experience, you visit a new place, whether is a restaurant or a store, when you have a good experience, you will talk about [...]

Roundel’s Jenny Holleran: Efficiency or Growth? Retail Media Network’s Precision Plus AI Tool Promises Both

Most discussions of artificial intelligence in advertising and media circles still largely revolve around how to use the technology to generate actual growth, as opposed to achieving some level of efficiency. Target’s Roundel believes it can do both with its Precision Plus program. Billed as Roundel’s AI-based performance engine, Roundel uses it to optimize audience targeting across its 130 million [...]

CTV Democratizes Big-Screen Moments for Niche Healthcare Brands, DeepIntent CEO Says

MIAMI BEACH, Fla. — The pharmaceutical industry has long dominated television advertising with blockbuster drugs and massive budgets. But connected TV is rewriting those rules, potentially giving smaller, precision medicine brands access to premium inventory they could never previously afford. It’s a change in how healthcare marketers can reach specific patient populations during high-impact viewing moments. A niche oncology drug, for [...]

Evan Hovorka Pitches Albertsons as Retail Media Powerhouse

MIAMI BEACH, FL – Retail media was once the cute little side project of digital advertising, quietly selling sponsored cereal placements and hoping nobody asked too many questions about attribution. Now it has become one of the industry’s loudest growth engines. U.S. commerce media advertising rose 18% to $64.3 billion in 2025, according to IAB data, outpacing the 13.9% growth rate [...]

Your TV Ads Might be Playing to an Empty Room: Viant CEO Tim Vanderhook

MIAMI BEACH, Fla. — At the Possible conference, where optimism flows as freely as rosé and every panel promises to reinvent advertising by Tuesday, Tim Vanderhook, co-founder and chief executive of Viant Technology, delivered a reality check. Some of your TV ads aren’t just underperforming. They are performing to absolutely no one. “We see 20 to 30% of the ad impressions, [...]

Grocery TV’s Marlow Nickell: Non-Endemic Brands Find In-Store Media ‘A Lot Easier’ Than CPG

NEW YORK — Financial services, telecom, and insurance companies are outpacing traditional consumer packaged goods advertisers in adopting in-store media because they face fewer structural budget and agency relationship challenges when funding new advertising formats. “The irony of it is that it’s been a lot easier for non-endemic brands to lean into the space than the endemic brands,” Marlow Nickell, founder, [...]

Commerce Media Wants the Whole Purchase Funnel: Pacvue’s Michael Foulkes

NEW YORK – Commerce media is no longer content to sit quietly beside sponsored search listings and wait for last-click credit. The category is expanding fast, grabbing budget, attention and probably several internal org charts. U.S. commerce media advertising grew 18% to $64.3 billion in 2025, according to IAB data, outpacing the 13.9% gain for the broader internet advertising marketplace. That [...]

YouTube Exec: Brands Must Become Creators as AI Reshapes Search Discovery

Historical definitions of television are breaking down under the weight of digital video delivery. What was once defined by a physical hardware device and strict broadcast quality standards is now simply any screen where video is consumed. This shifting paradigm forces advertisers to rethink how they deliver their messages across all devices and moments. "People used to watch things and read things [...]

Best Buy Ads Builds Incrementality Into Every Measurement Layer

Proving that an ad actually moved the needle - rather than just touched a customer who was already buying - has become a central challenge for retail media networks. Best Buy Ads is betting that a layered measurement approach, combining geo-based incrementality testing with SKU-level attribution and marketing mix modeling, will give advertisers the confidence they need to keep spending. The [...]

Retail Media Wants Your Budget, But It Needs to Earn It: Bayer’s Ryan Verklin

NEW YORK – At the IAB Connected Commerce Summit, Ryan Verklin, paid media and retail media senior lead at Bayer, delivered a useful reminder to an industry that sometimes treats every dashboard as a victory parade: winning in retail media requires more than colorful graphs and aggressive sales decks. “What does winning look like in retail media?” Verklin asked, before breaking [...]

POSSIBLE 2026 Tops 7,500 Attendees, Announces Lisbon Expansion

MIAMI BEACH, Fla. — POSSIBLE 2026 drew more than 7,500 attendees this week, up from 5,400 last year, as organizers used the event’s momentum to announce an international expansion to Lisbon, signaling ambitions to turn the fast-growing marketing conference into a global franchise. The Portugal launch marks the first overseas edition of POSSIBLE, which has become a major annual gathering for [...]

GMMB’s Erica Monteith: Political Campaigns ‘Can’t Afford to be Locked Into a Single Workflow’

Political advertising is completely unrecognizable from past generations’ expectations of whistle stops and seasonal local TV buys. The always-on nature of politics in an era of intense polarization, razor thin margins in Congress, and now the influence of artificial intelligence tools requires flexible open architecture that integrates multiple data partners, verification tools, and measurement systems to adapt quickly when regulations [...]

AI Shopping Agents are Still in Beta, Need More Training: Mirakl’s Amelia Van Camp

NEW YORK – At the IAB Connected Commerce Summit, Amelia Van Camp, head of agentic commerce at AI firm Mirakl, offered a timely reminder for anyone convinced AI shopping agents are already buying socks, cereal and patio furniture on humanity’s behalf: not so fast. “So agentic commerce is in concept, in theory,” Van Camp said to Beet.TV editorial director Lisa Granatstein. [...]

HUMAN Security’s Stu Solomon: What Does It Mean for Advertisers When Half of Online Traffic Is ‘No Longer Human?’

NEW YORK — The artificial intelligence summary is the first thing anyone sees after conducting an online search. The content that follows those summaries are increasingly AI-driven. That creates complex trust scenarios where artificial intelligence agents act autonomously on behalf of humans while learning and adapting to anticipate user preferences without direct oversight. “Over 50% of all traffic on the internet [...]

Horizon Media’s Domenic Venuto: AI Positions Agencies As Strategic Partners, Not Vendors

NEW YORK — Rather than reducing ad agencies to the role of “mere service provider,” artificial intelligence tools just might be elevating creatives and media buyers to strategic C-suite partners that address fundamental business challenges. “For a long time in the agency business, we got relegated to the procurement office. It was all about cost and efficiencies, and we were treated [...]