{"id":460,"date":"2021-03-18T08:00:37","date_gmt":"2021-03-18T12:00:37","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/03\/18\/probabilistic-vs-deterministic-intent\/"},"modified":"2021-03-18T08:00:37","modified_gmt":"2021-03-18T12:00:37","slug":"probabilistic-vs-deterministic-intent","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/","title":{"rendered":"Probabilistic vs. Deterministic Intent"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Ryan Bricklemyer, VP of Ad Operations and Product at <a href=\"http:\/\/playoctopus.com\">Octopus Interactive<\/a><\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Since its inception in the 1990s, Google has grown so large that the government may soon intervene with some type of antitrust ruling. Google and its parent company Alphabet have become ubiquitous in American life, dominating search and advertising on the open web, making increasingly popular hardware and software, and vacuuming up valuable consumer data to fuel its evolving commercial innovation machine. It has since become an advertising giant.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Various technologies have developed in recent years to enhance the effectiveness of targeted advertising. Identity graphs and geolocation data enable more efficient audiences, and 3rd-party cookie tracking has integrated effective attribution metrics. But in order to reach audiences with something stronger than a numerical probability, advertisers are going to have to look for entirely new ways to connect with individual consumers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Deterministic intent, meaning the concrete association between a consumer and their purchase behavior, should be the driving force behind new methods of audience targeting. Instead of targeting a group of consumers who are likely shopping for an item, deterministic intent means targeting a specific consumer who is shopping for a specific item. When paired with geolocation data, deterministic intent means showing a Toyota ad to a person who is currently en route to a Toyota dealership? How could you know where that person is headed? Maybe they searched for directions a few minutes before and are currently following directions to the dealership. Maybe they summoned a rideshare vehicle.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">With all of its numerous enterprises, it\u2019s sometimes possible to forget that Google initially staked its claim in search. By providing the best, free engine for searching the open web, Google was able to sell advertising on the basis of intent. Hence, if you search for a nearby Toyota dealership, you have signaled to Google that you\u2019re interested in cars, specifically Toyotas, you might plan to purchase or switch brands soon, and thus you are a valuable potential customer for both Toyota and its rival car brands. The result is that you\u2019re likely to see those ads follow you through Google ads across the internet.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s early dominance of the evolving internet changed the world &#8211; to the point where we now use the word Google as a verb meaning \u201cto search the internet.\u201d Google\u2019s search and advertising operation, however, still has a key weakness. It is fundamentally probabilistic. The fact that you searched for a Toyota dealership is a very good proxy of your likelihood to purchase a car, but you could just as easily be a casual enthusiast looking at the latest models for fun, or a professional researching price points across geography.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Google tries to compensate by adding a weighted \u201cintent score.\u201d If you search for the same thing multiple times in certain patterns, Google\u2019s data assigns you a score based on your likelihood to make a purchase. But in the end, it&#8217;s a numbers game &#8211; a sophisticated bet against a probability.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What if you could actually target an ad to somebody who you <em>know<\/em> for <em>certain<\/em> is going to shop at a car dealership? In an effort to get closer to that reality, geolocation data has brought a new layer of nuance and complexity to the programmatic advertising mix. With the right technology stack, you can serve ads to particular mobile devices that fall within a certain radius of a geolocation beacon based on data gleaned from apps installed on the customer\u2019s phone. A coffee lover denoted by the Starbucks app on their phone who is passing by a certain intersection might get served an ad for a cafe around the corner.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But that person might not be in the mood for coffee. The fact is that the only way to know somebody intends to buy coffee is if they signal that they\u2019re headed to a coffee shop.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The rise of rideshare companies like Uber and Lyft has made such intent signals viable. With a rideshare company\u2019s real-time pickup and destination data, advertisers could know exactly where a passenger is headed and price an advertising impression accordingly. That ad might be delivered through a push notification or a screen in the vehicle, but the end result is the same. It\u2019s something that has been a longstanding goal for the entire industry &#8211; a signal of deterministic purchase intent.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With deterministic audience targeting, advertising becomes less of an art and more of a science. If the technology emerges that would allow advertisers to act on deterministic signals, it could very well revolutionize the practice of audience targeting.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>In order to reach audiences with something stronger than a numerical probability, advertisers are going to have to look for entirely new ways to connect with individual consumers.<\/p>\n","protected":false},"author":7,"featured_media":461,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Probabilistic vs. Deterministic Intent | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Probabilistic vs. Deterministic Intent\" \/>\n<meta property=\"og:description\" content=\"In order to reach audiences with something stronger than a numerical probability, advertisers are going to have to look for entirely new ways to connect with individual consumers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-18T12:00:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Probabilistic vs. Deterministic Intent\",\"datePublished\":\"2021-03-18T12:00:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/\"},\"wordCount\":785,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/03\\\/169future.jpg\",\"keywords\":[\"Culture\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/\",\"name\":\"Probabilistic vs. Deterministic Intent | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/03\\\/169future.jpg\",\"datePublished\":\"2021-03-18T12:00:37+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/03\\\/169future.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/03\\\/169future.jpg\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/probabilistic-vs-deterministic-intent\\\/460\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Probabilistic vs. Deterministic Intent\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Probabilistic vs. Deterministic Intent | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/","og_locale":"en_US","og_type":"article","og_title":"Probabilistic vs. Deterministic Intent","og_description":"In order to reach audiences with something stronger than a numerical probability, advertisers are going to have to look for entirely new ways to connect with individual consumers.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/","og_site_name":"AW360","article_published_time":"2021-03-18T12:00:37+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Probabilistic vs. Deterministic Intent","datePublished":"2021-03-18T12:00:37+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/"},"wordCount":785,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg","keywords":["Culture"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/","name":"Probabilistic vs. Deterministic Intent | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg","datePublished":"2021-03-18T12:00:37+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/03\/169future.jpg","width":1280,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/probabilistic-vs-deterministic-intent\/460\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Probabilistic vs. Deterministic Intent"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=460"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/460\/revisions"}],"predecessor-version":[{"id":14217,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/460\/revisions\/14217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/461"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=460"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}