AdExchanger Talks

Do people hate ads? No, according to Vegard Johnsen, eyeo’s chief product officer. What they don’t like, he says, is not being treated with respect.

Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.

Over the summer, Gartner placed generative AI at the peak of inflated expectations on its hype cycle covering emerging technologies. Sounds about right. But at the same time, marketers are getting more serious about AI adoption, says Abhay Parasnis, CEO and founder of Typeface.ai.

Rather than a competitor to data clean rooms, Amazon Web Services – which has a data clean room offering of its own – considers itself to be a facilitator of ad tech companies, says Adam Solomon, global head of biz dev and go-to-market for AWS Clean Rooms. Guess there are no competitors in ad tech, only frenemies.

Meet Doceree, a programmatic health care marketing platform with a twist. Rather than allowing brands to target patients on the open web, Doceree has a specialized DSP for targeting doctors with secure messages on physician-only platforms, says CEO Harshit Jain.

Reaching a scaled audience is important for publishers, but scale at all costs is just a race to the bottom in disguise. When publishers have a deep and direct relationship with their readers, advertisers see stronger performance, says Semafor CRO Rachel Oppenheim.

Ad revenue in the US is set to grow in 2024. So pour one out for 2023 – and try not to make the same mistake as last year. Despite a more-than-decent ad market in 2023, media executives nearly manifested a recession out of fear that one was coming, according to professional advertising prognosticator Brian Wieser.

Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.