Spark Foundry

AMENIA, NY — In the emerging world of retail media networks, through which retailers are becoming advertising platforms, how does media planning change? Lisa Giacosa is aiming to move planning “upfront”. “Rather than thinking about a consumer and a shopper, we see the human that is both of those things,” said Giacosa, Chief Investment Officer of Publicis […]

CANNES — At a morning panel during Beet.TV’s Global Leadership Summit: Data, Identity & Measurement, executives discussed the evolution of media measurement. They highlighted a shift from simplistic demographic targeting and click-counting to more sophisticated, outcome-based approaches. Panelists emphasized the importance of leveraging advanced data and technology to focus on actual business outcomes, such as purchases, […]

Once upon a time, it was the only ad-targeting game in town. But context in advertising was overtaken for a time by data, demographics and ethnographics. Now, with the deprecation of cookies looming, contextual AI is coming back to the fore, helping advertisers understand not just who their audience is but also the environment and mindset […]

SAN JUAN, Puerto Rico — Eleven months after they last gathered on the shores of Puerto Rico to discuss building-out the future of connected TV advertising, how did Beet Retreat San Juan speakers rate the industry’s progress? After four days of debate, networking and socializing at Condado Vanderbilt Hotel, San Juan, delegates gathered for a […]

SANTA MONICA — The launch of ad support on some of the big video entertainment services is clearly going to be a boost for advertising buyers. But the new practice could also mean an increasing education for consumers in advertising and data use practices more broadly. That is according to one ad agency executive who […]

CANNES — With TV now opened up to the internet, there are estimates that connected TV ad fraud schemes could waste $144 million in US CTV ad spend. As a woman deciding where a big chunk of advertising spending goes, Lisa Giacosa wants answers. In this video interview with Beet.TV, Giacosa, Chief Investment Officer, Spark […]

While we are focused this week on our June 23 Responsible Media event around  initiatives from GroupM, other media agencies charting their own course to to a more inclusive, sustainable media landscape. In this week’s episode of the #BeetCast we explore the topic through the initiatives of the Publicis Groupe and the Spark Foundry agency. […]

Traditional ad-targeting and measurement methods like third-party cookie matching and mobile identifiers are crumbling, it’s true. But many in the industry are not as pessimistic as some may have you believe. In this video interview with Beet.TV, Lisa Giacosa, president of Publicis Media agency Spark Foundry, suggests that the erosion of the accepted infrastructure also […]

As the sun sets on cookies and as privacy regulation has dabbed the brakes on some of the more advanced facets of audience targeting, many advertisers are looking for alternatives. Amongst the leading contenders – contextual advertising, the practise of targeting not the audience for content but the content itself. As contextual ad targeting gains […]

SAN JUAN, PR– With all of the different sources of data informing the TV industry, fragmentation is a natural consequence. In a town hall interview with Beet.TV’s Jon Watts at the Beet Retreat in San Juan, Lisa Giacosa, global md of data and analytics for Spark Foundry, explained how some collaboration is necessary in order […]

SAN JUAN, PR — The explosion of devices, platforms and services through which to serve digital content and marketing messages gives brands and their agencies big new opportunities. And also some big headaches. Because, whilst embracing multiple destinations and even closing the loop to consumer action can maximize audience, it also means many different masters […]

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics. Overall, Giacosa says in this interview with Beet.TV at the […]