lauren bernard

Marketers next year will keep looking for ways to develop omnichannel media strategies that reach target consumers more efficiently. Advertisers want to move from planning and measurement of siloed media outlets toward a more holistic approach that avoids over-exposing viewers to the same ads too often. “There’s a lot of value for clients in being […]

If advanced TV ad targeting is to convince more big brands to switch money from conventional TV ad spend, it is going to have to show its effectiveness. Next year, Lauren Bernard wants to help it do just that. As VP, Marketplace Solutions at IPG’s Kinesso knows the medium is often caught between its potential […]

The “omnichannel utopia” is a place where buyers and sellers of media can agreeably determine the value of viewer attention among a growing array of content choices and delivery platforms. Advertisers face several hurdles in reaching that ideal point, but there are reasons for optimism as their media, agency and advertising technology partners work together […]

COLOGNE — Advertising technology platforms are giving advertisers and ad buyers unprecedented and ever-greater abilities to plan, control, buy and monitor their digital ad campaigns. But with this new power comes, also, degrees of complexity. For starters, now that advertisers rely on more and more external technology partners, they are one step away from the nuts and […]