AdExchanger

Covering Google’s ad tech antitrust trial in Virginia is surreal for anyone who’s been in ad tech as long as Ari Paparo. He knows most of the people on the stand.

Adam Heimlich, an expert in ad tech, shares his unique insights on the industry's evolution and the ongoing antitrust trial against Google. He reflects on the implications of significant events like Google’s acquisition of DoubleClick in 2007. The discussion ventures into audience engagement strategies, emphasizing transparency and privacy. Heimlich also delves into the potential of custom algorithms for brand empowerment and the need for rigorous evaluation of AI's role in advertising. Ultimately, he contemplates alternate scenarios that could reshape the future of online advertising.

Alison Levin, the president of advertising and partnerships at NBCUniversal, discusses the dramatic shift in TV ad buying to advanced audience targeting and programmatic methods. She shares humorous anecdotes about the industry's evolution and the importance of data management. The conversation dives into the rise of live sports advertising, the challenges of programmatic sales, and the transformative impact of AI in marketing. Levin also emphasizes strategies for optimizing programmatic TV campaigns using first-party data.

Jyoti Vaidee, the new VP of Ad Product Management at Reddit, brings a wealth of experience from her time at Google and a passion for Indian classical dance. She debunks the myth that Reddit users hate ads, revealing that 60% welcome brand participation when it's relevant. The conversation covers how AI is reshaping advertising practices and the importance of brand safety amidst user-generated content. Jyoti shares insights into Reddit's growth strategies and the necessity for contextual relevance in building meaningful brand-community interactions.

Daniel Folkman, the SVP of business at Gopuff, has helped transform the company’s advertising landscape. He discusses whether we’ve hit peak retail media or if it's merely a sign of a thriving market. Folkman shares insights into Gopuff's innovative ad strategies using AI, the shift to in-house advertising, and the challenges of maintaining media quality in offsite placements. He also delves into the development of unique private label products and personal anecdotes about his own Gopuff delivery experiences.

Kamakshi Sivaramakrishnan, a visionary in ad tech, has founded two startups aimed at democratizing data access while prioritizing consumer privacy. She discusses her unique career path from planetary science to advertising technology. The conversation dives into the challenges of promoting secure data collaboration amidst evolving regulations like GDPR. Kamakshi also introduces an innovative natural language interface for data engagement in platforms like Slack, empowering all employees to make data-driven decisions across various industries, including healthcare and finance.

Last month, Hyundai eliminated the chief marketing officer role and split the function in two: creative and performance. The move makes sense because two brains are better than one, says Angela Zepeda, Hyundai’s former CMO and now its chief creative officer. But there are critics to this approach.

There’s only so much you can do to measure earned media, says Najah Ayoub, CMO of Piece of Cake Moving & Storage. That’s why the brand invests so much in the customer experience. Plus: Piece of Cake’s hybrid MMM/MTA approach to attribution.

Stephan Pretorius, the CTO of WPP, discusses how AI should elevate human intelligence rather than replace it. He emphasizes a people-first approach, arguing that technology enhances roles by simplifying tasks. Pretorius also shares his unconventional journey from aspiring classical musician to a digital media innovator. The conversation touches on AI's impact on creativity, the importance of ethical practices in content generation, and the humorous absurdities of early AI creations, making for an insightful and entertaining discussion.

What does programmatic media have in common with toilet paper? A lot more than you might think, says Sherine Ebadi, managing director of forensic investigations at Kroll. It’s a question of quality (or the lack thereof).