December 11

Addressability Relies on Data Insights That Ensure Proper Targeting

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.

SOURCE: Beet.TV

Latest News

SOURCE: Ad Age

February 2

Watch Drumstick’s first Super Bowl ad

We are so proud that the latest work for our client Dreyer's Grand Ice Cream (along with partners at Öpınıonated & Lippe Taylor) for the first-ever ice cream Super Bowl ad is now live! Watch the spot here: https://lnkd.in/edNYJ2Zt. Be sure to pick up some Drumsticks and tune in on Feb 11 to see Dr. Umstick and comedian Eric André take flight in the big game.

SOURCE: Digiday

January 30

Independent agencies shift to post-cookie tools: AI, new measurement strategies and retail media

Our EVP of Commerce April Carlisle recently spoke with Digiday about cookie deprecation. Check out her take in the story below: "As agencies look to cookie alternatives over the long term, retail media growth has also become one of the ways to mitigate this upcoming transition. [Retail media networks] have become full-funnel media partners [and] also have access to rich first-party data that is verified and addressable with true closed loop reporting."

SOURCE: Campaign UK

January 19

Vote for swagger: how marketers and advertisers can make this election year one to remember

At Campaign UK's annual 'Year Ahead' breakfast briefing, our UK Managing Director, Marcos Angelides, shared some insights on what this year has in store. Marcos believes that listening, shopping, and optimising are three key areas where AI will make a serious impact in the coming year.

SOURCE: Digiday

January 19

As the cookie dies and retail media grows, The Mars Agency expands its commerce offerings

Given the focus on cookie deprecation changes this year, agencies and clients will increasingly seek more transparency with campaign insights and data across retail media...April Carlisle, evp of commerce for Spark Foundry, echoed the integration of retailers’ data into more programmatic partnerships — and agencies can leverage this for audience and commerce planning and performance. “RMNs have become full-funnel media partners,” she said.