The Importance of Scale and Brand Evolution in Advertising

At the Marketecture Live event, Bill Wise (CEO of Mediaocean) and Grant Parker (President of Innovid) discussed the merger of Flashtalking and Innovid, emphasizing scale, independence, and AI-driven innovation in ad tech. They highlighted balancing control and transparency for advertisers while competing with Google’s ecosystem. The conversation covered AI’s role in campaign automation, supply path optimization, and the Harmony initiative, which enhances ad performance across multiple channels. They also touched on brand safety, DSP market fragmentation, and future ad tech trends, underscoring their commitment to neutral, scalable solutions for enterprise advertisers.

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