LAS VEGAS – While walled-garden media outlets such as social networking platforms and connected-television apps offer advertisers to scale up their campaigns, the open web also is intriguing to marketers because of its variety of content and audience groups.
“When I think about the future, the kind of complexity and interestingness of other content across the broader open internet is really compelling,” Megan Jones, chief media officer at Publicis Groupe’s Digitas North America, said in this interview at CES 2025 with Julian Zilberbrand on behalf of Beet.TV.
Sifting through the vast troves of data about internet audiences is a key application for technologies such as artificial intelligence and machine learning.
“Understanding how we can identify targets, audiences that actually matter to our clients is really important,” Jones said. “It’s using large volumes of data, it’s allowing my teams to focus on the more strategic side of things. I don’t see a world where it couldn’t be applicable or isn’t applicable to the work that we do in the open internet.”
Data analysis seeks to unlock more precise information about consumer behaviors and what kinds of advertising is most meaningful to make prospective customers aware of products and services and to help them with purchase decisions.
“It’s actually thinking about the entire kind of networked experience that we’re trying to deliver,” Jones said. “ When you think about the open internet, understanding behaviors of the consumers who want to engage, what types of content they’re actually most passionate about, most interested in, and then understanding the places where brands actually have permission to engage.”
Discussions About Ad Currency Are Encouraging: Digitas’ Megan Jones
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