AdExchanger

Anastasia Leng, CEO and founder of CreativeX, discusses the pivotal role of creative data in driving sales lift, revealing how overlooked creative assets can lead to inefficiencies. She shares insights on navigating AI risks in advertising, including a humorous blunder linking a children's product to an inappropriate site. Leng also emphasizes the need for diversity and inclusion in marketing, reflecting on how AI can perpetuate biases. Overall, she advocates for better collaboration in utilizing creative resources to align with brand goals.

In this discussion, Maor Sadra, CEO and co-founder of INCRMNTAL, shares his insights on the pitfalls of marketing mix modeling in overcoming signal loss. He emphasizes the challenges of measuring incrementality in a cookie-less world and critiques outdated attribution methods. The conversation also explores the impact of AI on data privacy and personalization in advertising. Additionally, Sadra reflects on the profound effects of current global conflicts on both personal and business spheres, highlighting the resilience required in today’s marketing landscape.

Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn’t just a third-party cookie thing, says Sisi Zhang, chief data and analytics officer at Razorfish. Specifically, she says, brands need to spend more time testing alternative identifiers.

It’s not easy competing for business with massive holding companies (which are only getting more massive). But the Omnicom-IPG deal “also creates opportunities for the rest of us,” says Remy Stiles, North America CEO of programmatic agency Kepler.

What do toasters have in common with transparency and online advertising standards? Quite a lot, actually, says Ben Hovaness, chief media officer at OMD Worldwide. If you can trust a set of standards – and companies conform to them – the less transparency you need. It’s like when you plug in a new toaster. “You’re not worried that it's going to burst into flames and destroy your home,” Hovaness says.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust trials to practical AI use cases (minus the BS).

Scott McKinley, CEO and founder of Truthset, and former Olympic cyclist, discusses his journey from sports to data validation. He addresses the critical issue of low data quality in digital advertising, emphasizing its impact on campaigns. McKinley highlights the evolving ad tech landscape, calling for innovation in data integrity and audience insights. He also explores the challenges traditional media faces and the importance of transparency and privacy in data practices, urging a shift towards quality and efficiency in marketing strategies.

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.

Olivia Kory, Head of Strategy at House and a seasoned expert in ad tech, shares her insights on incrementality testing and its critical role in evaluating advertising effectiveness. She delves into the complexities of measuring causal relationships in digital campaigns, especially post-iOS 14. Olivia discusses the evolution of ad tech and the importance of rigorous testing for reliable assessments. She also highlights the contrasting advertising strategies of platforms like Instagram and TikTok, emphasizing the need for brands to creatively adapt in a constantly changing landscape.