Marketing

POSSIBLE is over the AI hype; real estate is going tech; and Snap dips its toes into branded agents. The post What’s Really Possible; The New Home Takeover appeared first on AdExchanger.

In a largely creative industry like advertising, performance marketing can seem a bit soulless. Algorithms, tracking and optimization can help us reach targets quicker and more efficiently. But the creative used in performance campaigns can often look or feel … off. When there are metrics to hit and placements to fill, creative often takes a

When analysts asked Joanne Wilson about The Trade Desk yesterday (April 28), WPP’s CFO was measured but substantive. In fairness, she had to be. The holdco, like Publicis, Omnicom, and Dentsu, reportedly reduced the amount of ads it buys programmatically via the ad tech firm. It was that pullback that prompted The Trade Desk’s CEO,

As AI deepfakes spread faster and become more difficult to detect, publishers are caught in the crosshairs, with fact-checking teams working harder to verify what’s real and protect their organization’s credibility in an internet flooded with AI-generated content. Fresh data shows the deepfakes are spiking. A new report from IdentifAI, a startup focused on detecting

This week’s Future of TV Briefing looks at how ad tech companies including Comcast’s FreeWheel, Index Exchange and The Trade Desk are preparing CTV’s programmatic supply chain for upgraded auction dynamics amid an influx of live sports ad inventory. Primetime for podding The FCC’s ABC license review, the NFL’s FCC charm offensive, MrBeast’s harassment lawsuit

The most interesting subplot of the current M&A advertising wave has nothing to do with creator roll-ups or sports agencies. It’s creative — or specifically, creative intelligence. The term covers the data and analytics layer beneath the creative concept — the pre-testing, optimization and performance intelligence that AI is now making scalable. That’s the part

Marketers hoping to reach soccer fans at this summer’s World Cup face a dilemma — take the reach of TV at a premium, or consider other options. Sport radio, streaming audio and especially podcasts could offer an alternative. “Digital audio has been growing for us in terms of client interest over the past few years

Omnicom has started using AI agents to buy media. On its Q1 earnings call on Tuesday, the holding company said it has already executed live buys for several clients through an agent-to-agent framework. In practice, that means software is autonomously purchasing ad inventory directly from publishers, bypassing the ad tech middlemen that Omnicom says cream

Back in 2018, Omnicom passed on buying Acxiom for $2 billion, which went to IPG instead. In retrospect, that was a good move twice over, CEO John Wren told investors during the holding company’s Q1 earnings call on Tuesday, which was also its first full quarter with IPG folded in. Seven years after IPG bought