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‘We’re in a league of our own’: How X is planning to take over the World Cup, starting with Draw Day
The biggest sports tentpoles, from the Super Bowl to the Olympics, have become the closest thing platforms have to guaranteed windfalls. Everyone circles the same moments, intent on wringing as much commercial upside from a captive global audience. Against that backdrop, X is angling for an early edge heading into next year’s FIFA World Cup. The platform is using the tournament’s draw as an early...
Trust remains the fault line running through Amazon’s ad ambitions.
It has been there from the start. Marketers learned early that partnering with Amazon meant buying media from a company that not only set the marketplace’s rules but also stocked the shelves and sold competing products. The tradeoff was efficiency. The tension never disappeared.
In fact, it has intensified as Amazon pushes...
Susan Wu, associate vice president of marketing research, PubMaticAfter decades of fragmentation punctuated by episodic roll-ups, digital advertising has entered a different kind of consolidation phase: one driven by AI and supply path discipline, not just M...
Nisha Ridout, marketing director, Quantcast
For more than a decade, AI in advertising has promised transformation. Yet for many marketers, the reality has felt more like automation than intelligence. They’ve seen incremental optimizations rather than exponential gains.
That’s changing. Autonomous AI represents a structural shift from systems that optimize after the fact to intelligence that...
What if you could test a new product idea and get your audience’s reaction before launching, without bothering real people?
Well, now you can, with synthetic audiences.
The process involves taking a publisher or brand’s audience dataset and using AI to create a copy of those audience behavior patterns to use for market research. Continue reading this article on digiday.com. Sign up for...
The longstanding divide between marketing and communications is eroding — not with a bang but with a slow, uneven merging of responsibilities.
What used to be two distinct tracks — one focused on brand storytelling, the other on message discipline is increasingly a shared lane. In some companies, the shift is formal: a single exec handling both brand campaigns and crisis comms. In others, it’s...
Media buyers tend to wince when LinkedIn comes up. The platform’s ad prices have climbed steadily this year, pushing into levels that make even seasoned planners pause. Inside LinkedIn, the view is different. A senior executive there framed the premium as the cost of access to what the company sees as one of the strongest data and intent signals in digital advertising.
“Clicks don’t pay the...
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The AI agents have come for programmatic advertising. And like AI’s invasion everywhere else, guardrails are needed. That’s especially true for an automated ad market that still struggles with an opaque supply chain.
Which is where Ad Context Protocol (AdCP) is meant to come in. AdCP is one of multiple new efforts to put some infrastructure around...
The European Commission is set to unveil its Digital Omnibus package on Nov. 19, a sprawling reform effort pitched as a clean-up of Europe’s digital regulatory landscape.
However, leaked drafts and consultations suggest the package may go far beyond tidying up. The Omnibus appears poised to amend core sections of the EU’s General Data Protection Regulation, relax limits around AI training, and...
The back-and-forth over whether Publicis Group and IPG were both buying and selling ads for Paramount shows how contentious the practice remains, even as the holdcos try to normalize it.
The spark came last week on Paramount Skydance Corporation’s first earnings call under David Ellison’s new regime, when president Jeff Shell sketched out the company’s relationships with the major media...