AdExchanger

Carrie Drinkwater, Chief Investment Officer at Carat US and the agency's first-ever CIO, champions a consumer- and content-first approach to media buying. She breaks down what holistic media really means. She discusses TV, CTV and content convergence. She talks CTV targeting limits, sports and alternative reach tactics, privacy and data trust, and how AI tools reshape media investment.

AI is reshaping how we shop, but agents won't take over our carts just yet. LiveRamp CEO Scott Howe explains why the change will be gradual – and how chatbot ads (not just on ChatGPT) will change the online shopping experience. NOTE: A Perplexity spokesperson reached out to AdExchanger to deny the existence of an official partnership between LiveRamp and Perplexity or the existence of an alpha program set to launch this quarter that will test combining its behavior data with CRM data from advertisers. "Although we do enjoy speaking with and listening to leaders in every industry, there is not currently any partnership between Perplexity and LiveRamp," according to Jesse Dwyer, Perplexity's chief communication officer.

True Religion CMO Kristen D'Arcy approaches marketing measurement the way you'd shop for jeans – by looking for the right fit. She's moved past last click, using real-time data to see what actually drives sales, and she isn't afraid to make fast changes when something isn't working.

No brand safety? No problem. The Onion's CMO Leila Brillson shares how the iconic satire site is expanding beyond pithy headlines into documentaries and also helping other brands find their snark – all while staying far, far away from generative AI.

Ryan McConville, Chief Product Officer at NBCUniversal, dives into the fascinating blend of traditional TV and streaming in today's advertising landscape. He shares how the pandemic accelerated NBCU's digital transformation and details the creation of their One Platform for cross-device audience engagement. McConville discusses innovations like Live Total Impact for retargeting live-event viewers, the push for multi-currency measurement, and the exciting potential of shoppable TV. He also expresses curiosity about AI innovations shaping the future of advertising.

As brand safety standards evolve and oversight shifts from platforms to third-party vendors, Brittany Scott, SVP of global partnerships at Zefr, explains what the rise of generative AI – and Meta's decision to step away from MRC brand safety audits – means for the future of media quality.

Think you know Snapchat's audience? Think again, says Ajit Mohan, Snap's chief business officer. Mohan gets real and busts myths, including the idea that Snap is just for kids and its youngest users aren't big spenders.

Jay Richman, VP of Product and Technology at Amazon, discusses how AI can revolutionize advertising without becoming bland. He explains the creative transformation at Amazon, emphasizing the importance of human oversight in generative media. Richman highlights the growing adoption of AI in both small and large brands and addresses the backlash seen with AI-generated campaigns like Coca-Cola's. He also shares insights on how AI can democratize TV advertising, enabling smaller brands to create high-quality, personalized ads.

Nada Arnott, EVP of Marketing at The Economist, brings a wealth of experience from her background in policy and media. She discusses the publication's unique strategy in navigating the AI landscape, opting for partnerships like Anthropic’s Claude, rather than pursuing licensing deals. Nada emphasizes the importance of accountable brand marketing and engaging subscribers through varied formats like podcasts and live events. She also shares insights on the resurgence of physical formats and the need for media trust amid changing digital dynamics.

Ikkjin Ahn, CEO and co-founder of Moloco, shares insights on leveraging AI at scale in ad tech. He discusses his journey from Korea to Silicon Valley, highlighting his experience at YouTube. Ikkjin emphasizes moving beyond hype to actual results in AI, detailing how Moloco drives global user acquisition and retail media success. He explores the challenges smaller retailers face and the role of first-party data. Additionally, he reflects on corporate social responsibility initiatives and the potential of Gen AI in automating campaign efforts.