WPP Media launched Open Intelligence June 3, claiming it is the industry’s first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences.
Causal AI is reshaping ad targeting by moving beyond audience segments to reveal why ads drive conversions, offering more accountable and predictable results.
For the past six years, Cumulus Media | Westwood One has commissioned Advertiser Perceptions annually to survey brands and agencies on five key drivers of ad effectiveness – How would you rank them?
Data-driven marketing has enabled targeting and personalisation as never before, but too often that data is unreliable, whether from cookies, surveys or even first party; marketers need to demand data provenance and accuracy.
Meta’s removal of manual Audience Types targeting from Advantage+ catalog ads signals a major shift toward AI-driven ad targeting.
The industry tea leaves all point to the efficacy of more precision ads in delivering outcomes. Here’s why broadcasters have resisted the narrative.
While many tout the strong prospects of “performance TV” ad deals, many issues remain — including high costs, difficulty in targeting audiences, and the risk of fraudulent results, according to media executives.