UPCOMING ADVERTISING WEEK EVENTS

As someone who has spent years working in advertising technology since the launch of the iPhone, I’ve seen the industry’s appetite for data grow.

The return of The Celebrity Traitors puts trust back in the spotlight. Contestants must work out who is telling the truth while the people deceiving them try to stay hidden. In programmatic advertising, the stakes are different, but there is a similar challenge: knowing which signals deserve your confidence and which are leading you in the wrong direction.

Marketers scrutinize nearly every part of media buying. They question budgets, bids, delivery, creative performance, attribution windows and optimization rules.

A campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them.

With platforms and technology providers promising easier discovery, faster campaign setup, and more efficient distribution, creator marketing is starting to look more like the rest of digital advertising. For brands managing a growing number of creator relationships and assets, the appeal is obvious. But it also raises a reasonable concern.

Every couple of years, the same story plays out in women’s sport. A big event, the Women’s World Cup, the Euros, arrives. Hype builds. Brands announce big-bang sponsorships, campaigns, tie-ups with high-profile sportswomen. If we’re lucky, we get a result like the Lionesses’ win. Then everyone celebrates how far women’s sport has come…and the activity quietly recedes until the next big moment.

There’s a familiar refrain happening inside marketing organizations right now: “We need to use more AI.”

There’s an obvious problem with trying to tell your business story at a World Cup final. People are watching the World Cup final.

It’s easy to point to the cultural license to enjoy a little extra sugar. But look closer, and Halloween teaches a lesson that any indulgence brand can apply: offer people a reward to anticipate, work for and build rituals around, and they’ll revel in justifying it.