Today on Modern Marketing and Measurement, I’m joined by Sarah Harms from Roku to talk about how streaming TV has evolved from a reach extension into a true full-funnel marketing engine. We dig into Roku’s consumer-first approach, the shift toward precision and performance in CTV, how culture and commerce are converging on the big screen, and what marketers need to rethink now—from planning frameworks to measurement—as streaming becomes the new foundation of television.
A click can suggest interest, but a transaction shows where someone chose to spend. In our Advertising Week New York session, “The Power of the Transaction,” the leaders behind Citi Commerce Media discussed how purchasing data can help brands identify audiences, deliver relevant offers and assess what happens after an advertisement.
As AI-generated content floods the internet, how do we know who’s actually an expert anymore? Why businesses need better ways to distinguish genuine human expertise from AI-generated noise.
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.