AdExchanger

Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of MMM platform Mutinex.

Anne Coghlan, co-founder and COO of Scope3, on why cutting carbon in ad tech isn’t just about saving the planet; it’s about eliminating inefficiency and financial waste at the same time. Plus: Using AI to automate and optimize digital media buying at the impression level.

Online advertising’s privacy problem isn’t just about bad actors – it’s about bad metrics, says Marc Guldiman, CEO and founder of attention startup Adelaide. “I think a lot of the invasive behaviors in the ad tech space can be traced back to a lack of a shared understanding of quality,” he says.

Geoffrey Manne, a leading antitrust scholar and founder of the International Center for Law and Economics, dives into the complexities of Google's advertising tech monopoly. He discusses the historical success of forced divestitures and the implications of potential remedies for competition. Manne explores how market definitions affect legal outcomes and critiques the recent courtroom strategies. He also addresses the intricate balance between publisher and advertiser interests, forecasting the likelihood of structural divestitures versus tailored remedies.

In this engaging conversation, Alex Sherman, founder and CEO of Bluefish and former head of PromoteIQ, shares insights on the radical shift towards AI in marketing. He explains how brands can maintain control in AI-driven search landscapes by curating the content they feed to models. Alex discusses the vital need for rethinking marketing technology and the risks associated with AI, while providing practical steps for brands to optimize their online presence and protect their reputations against model inaccuracies.

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

Joanna Drews, CEO of HyphaMetrics, navigates the complex world of media measurement and shares her journey from market research to leading a groundbreaking startup. She opens up about her legal battle with Nielsen and the impact of their recent jury trial win. Joanna passionately discusses the importance of understanding market research panels and transforming unmeasurable data into actionable insights. Additionally, she highlights the collaborations that bolster data accuracy and reflect on the resilience needed to thrive in a competitive landscape.

When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” Roche says.

Melanie Babcock-Brown, VP of Media and Monetization for The Home Depot’s Orange Apron Media, discusses the shift from ROAS to ROMO as a smarter measurement approach. She shares insights on evolving audience strategies, the importance of first-party data, and innovative marketing practices. With humor, she connects family anecdotes about Girl Scouts with the pursuit of customer engagement. Topics also include managing retail media networks, sustainability challenges, and practical home improvement hacks for new residents.

Priti Ohri, CEO and co-founder of Advertible, brings her extensive experience in advertising and ad tech to the discussion. She dives into the complexities of creating scalable native ads, highlighting the necessity of collaboration between teams. The conversation also touches on the evolution of the ad tech landscape, the role of community in fostering inclusivity, and the future of native video advertising. Ohri shares insights on leveraging AI for optimization while balancing privacy concerns, making a case for responsible innovation in the industry.