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CES Panel: The Race for Premium Inventory in Commerce Media

LAS VEGAS — Retail media is expanding beyond Amazon to more retailers, while the umbrella “commerce media” is growing opportunities for media to connect to consumer transactions. At CES 2025, Omnicom Media Group hosted discussions on the future of advertising and its “Momentum Multiplied” on the OMG Platform. In this panel, guests discussed how “premium” inventory means different things to different people. Panelists suggested it was no longer enough for inventory to simply command a high CPM. Panel: The Race for Premium Inventory in Commerce Media Brian Gleason, Chief Revenue Officer, Criteo[...]

Posted on 01/23/2025 at 4:29

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Ogury CEO: Ad Industry will ‘Miss The Boat’ Without Focus on Privacy

LAS VEGAS — The advertising industry is at a crucial inflection point where privacy will become paramount, according to an ad-tech CEO aiming to help data power campaigns in a privacy-compliant manner. Geoffroy Martin, CEO, Ogury believes that the industry’s over-reliance on first-party data could lead to significant challenges, especially for the open internet. In this video interview with Beet.TV, he argued [...]

Brands Should Keep Trying to Advance Diversity, Equity & Inclusion: Omnicom’s Emily Graham

LAS VEGAS – Efforts by businesses to promote diversity, equity and inclusion are undergoing a significant shift after a Supreme Court ruling in 2023 struck down affirmative action policies at U.S. universities. But consumer brands still must consider the sensitivities of a multicultural marketplace to understand the changing needs of customers and to create effective advertising campaigns. “I'm mindful that it's [...]

Carryl Pierre-Drews Previews ALM: Commerce, Privacy, Creativity, AI Among Top Themes

At the IAB Annual Leadership Meeting (ALM), January 26 to 28, in Palm Springs, IAB will unveil a new consumer privacy study that challenges misconceptions surrounding "commercial surveillance." Building upon last year's study, "The Free and Open Ad Supported Internet," this year's research delves into consumers' actual privacy concerns related to advertising. “You’re going to be really surprised," Carryl Pierre-Drews, EVP & [...]

LONDON – In the age of increasing social media usage, streaming platforms are facing a challenge in retaining viewer attention. Although they might be considered rival media, Nicole Scaglione, Global VP of CTV/OTT & Online Video at PubMatic, believes that streaming platforms can learn from social media to maintain viewer engagement. So, how can streamers and advertisers maintain viewer engagement in this [...]

XR Sees AI-Powered ‘Creative Intelligence’ As The Future Of Advertising

The ad industry’s dirty little secret? Roughly half of all creative assets produced never see the light of day – they are simply never used. This squandering of resources is crying out for a solution, and artificial intelligence (AI) may hold the key. This waste is occurring because advertisers often lack clear visibility into their creative assets, making it difficult to search [...]

Commerce Media Is Pivoting to TV-Like Brand Advertising: OMD’s George Manas

LAS VEGAS – Retailers that sell advertising have become a significant force in the media marketplace, typically helping brands to reach consumers when they’re most ready to shop. As part of the broader category of commerce media, retail media networks also provide a way for brands to raise awareness. “We're obviously seeing commerce media, retail media pivot into bigger brand video [...]

Attention Metrics Help Advertisers Pick Better Media: Havas’ Waite

LONDON – In the last few years, “attention” has moved from a fringe idea in advertising to play a leading role. Now attention metrics are fuelling real planning decisions — without coalescing into a single standard. Still, in this video interview with Beet.TV, Jon Waite, Global Managing Director, Havas Media Group, says that may not be necessary. Debate Over Measurement Methodologies There is still a debate going [...]

Open Web Benefits Brands With Diverse Media, Marketing Partners: OMD’s Chrissie Hanson

LAS VEGAS – A significant part of the media marketplace is behind paywalls or in closed systems known as walled gardens that include social media platforms, shopping sites and connected television apps. Fortunately, brands can reach a greater range of audiences outside of these channels on the open web. “The greatest opportunity of the open internet, when you think about the [...]

FAST and Friendly: Philo Aims to Keep Streaming Sophistication Simple

LAS VEGAS — After updating its visual identity in 2024 with a focus on projecting user simplicity, streaming TV operator Philo nevertheless is trying to bring sophisticated advertising tools to buyers. The entertainment and lifestyle-focused platform has been adding new offerings like new ad targeting techniques. Aulden Kaye Yi, Head of Advertising Partnerships at Philo explains what’s new in this video interview [...]

WBD’s Steinhauser: Data Aggregation Enables Fluid Cross-Platform Audience Buying

LAS VEGAS -- Warner Bros. Discovery has been investing heavily in data aggregation to enable advertisers to buy audiences seamlessly across its linear and digital properties. The approach is helping to surface new audiences and reduce the complexity of managing them separately across different platforms. "We've put a lot of investment and resourcing around our ID spine that covers the breadth of [...]

Disney’s Barnes Sees Programmatic Dominating Advertising

LAS VEGAS -- The promise of advertising automation is being realised as it becomes the dominant way of doing business - that is the “the beauty” of programmatic, according to one top Disney executive. "The year to come is, for me, programmatic," said Matt Barnes, VP, Automated Sales, Disney Advertising, in this video interview with Beet.TV editorial director Lisa Granatstein. “The insights [...]

CTV’s Upgrades in Audience Metrics Will Drive More Ad Spending: TelevisaUnivision’s Dan Aversano

SANTA MONICA, Calif. – Connected television relies on an internet hookup, making the transmission of advertising and programming easier to measure directly than with traditional broadcasts. Because metrics don’t necessarily reveal much about which members of a household are watching, marketers and media companies are seeking more information to help determine the value of CTV audiences. “While we're really good at [...]

Silverpush CEO Sees AI Agents Transforming Advertising by 2025

LAS VEGAS -- The advertising industry is on the cusp of a major transformation, as AI agents are poised to revolutionize the way campaigns are optimized and delivered, according to Hitesh Chawla, CEO of Silverpush. "Agent" is a catch-call term for an autonomous and self-directed piece of software that can take its own actions to complete a user-specified goal. Chawla believes that [...]

Outbrain CEO: Teads Acquisition Opens Huge-Scale Opportunity for Open Internet Advertising

The upcoming acquisition of Teads by Outbrain will create a "real powerhouse for the open internet" that can offer advertisers a true, large-scale alternative to walled gardens, according to David Kostman, CEO of Outbrain. The deal, announced in August and expected to close in the coming weeks, will combine Teads' pioneering outstream video capabilities with Outbrain's native performance expertise. This will [...]

Paramount’s Belmont Wants to See TV Measurement, Transparency

LONDON – Streaming TV’s proliferation has given brands and agencies a proliferating number of measurement options — the challenge for streaming services is unifying them. One unifying force could be regulatory. The European Media Freedoms Act calls for all broadcasters and all platform operators to be measured , ideally independently, by a joint industry committee (JIC). But Paramount is also “actively advocating” [...]

Campaign Outcomes Supersede Other Media Metrics: OMD’s Kelly Metz

LAS VEGAS – People watch television programming across a growing array of streaming platforms and connected devices, challenging marketers to measure the effects of their advertising campaigns. Amid this fragmentation, business results underlie media-buying strategies. “When we think about measurement at OMD…we're more focused on where we should be focused, which is client outcomes. It's not really about the spots or [...]

Female Quotient’s Shelley Zalis on Ad Representation Index’s First Findings

An organization aiming to improve the position of women in business says a new measurement metric can do the same for women in advertising. In October, XR Extreme Reach partnered with The Female Quotient to launch a new measure called RX, or Representation Index, aiming to improve how inclusivity is measured in media. "If you can't see what you're doing wrong, you [...]

Emergent Tech Boosts Full-Funnel Marketing on Open Web OMD’s Ben Hovaness

LAS VEGAS – Privacy regulations in many parts of the world has the advertising and marketing industry to seek other ways to track online consumers while also giving them more control of their personal information. Emerging technologies promise to provide these capabilities on the open web, which consists of sites whose main features aren’t locked inside a virtual walled garden. “People [...]

Lean In, Partner Up: Innovid’s Netter Wants Publishers to Follow Disney’s Lead

Smart ad-supported publishers and TV/video companies have been racing to provide advertisers with the tools they need to reach consumers across a fast-changing array of platforms. But what should they do next, to differentiate themselves in 2025? Lean in and embrace partnership, according to one tech exec who has been enabling those companies. Disney Praised as Pioneer Rather than simply reacting to requests from [...]

CTV’s Premium Content Helps to Showcase Brands: Roku’s Jason Schifrien

With awards season in full swing, it’s again apparent that streaming platforms are delivering the high-quality content that not only drives industry recognition but also television viewership. Audience data help advertisers to reach key consumer groups on internet-connected television. “When thinking about transparency, it's really important that buyers have accurate signals to understand what they're buying,” Jason Schifrien, direct of ads [...]