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When The Hershey Company used AI to drive its media placements in a recent campaign, it not only sold more candy but also gave the confectionary brand an advantage in its negotiations with retailers. Hershey's partnered with Chalice Custom Algorithms for a Halloween campaign, a make-or-break period for candy brands, that incorporated its sales data....
Forget ChatGPT. The search engines of 2024 that don't use generative AI have become a puzzle for marketers to figure out. Ads are harder to control and more expensive, said Sweetgreen's director of media and growth Jeff Lin at the Possible Miami advertising conference in Florida. "Make sure that you're establishing the right success metrics,...
As brands, publishers, agencies and programmatic adtech firms work to make media plans that emit less carbon, new challenges emerge, from publishers needing more data to make their sites cleaner, to low adoption from the buy side. Current challenges were a key theme at the Green Media Summit in New York last week, where around...
Marketers and adtech firms have latched onto metadata to improve ad targeting on the web and connected television, as data quality worsens with cookie decline. Metadata is data about the environment of the ad, said Mike O'Sullivan, co-founder of the data firm Sincera. "It's data that puts the transaction in context," he said. While metadata...
Swapping out IDs that aren't available in cookieless environments without consent hampers the campaign performance, data shows. Go figure. These practices, dubbed ID spoofing, have been under increased scrutiny since February and are the subject of conversations within the IAB Tech Lab. While it's tricky to detect when ID spoofing is happening, that will only...
