Roughly 40 percent of media buyers now view retail media as a full-funnel solution, according to survey data.
The months-long study, however, says nothing about what impact the presence of two viable currencies will have on the advertising marketplace.
Eighty-two percent of ad executives believe Gen Z and millennials feel positive about AI-generated ads. Only 45% of those consumers agree.
The only net decrease in ad-spending plans among media in Mediaocean's just-released survey of marketers is for TV and print.
That's according to a report from research firm Forrester, which found that over 80% of marketers surveyed are planning to increase their principal media spending this year.
An ecosystem of consumer apps and what seems like billions of interactions daily has given Google an advantage to make its Gemini app the smartest personal assistant. Here's how.
Apple and Google have entered into a multi-year collaboration to build on the next generation of Apple Foundation Models based on Google's Gemini and cloud technology.
It may have started with vision and sizzle, but the year evolved into a sophisticated, methodological framework for rearchitecting advertising and media on the road to 2030.
Anthropic, Block, OpenAI and other AI-tech companies recently launched the Agentic AI Foundation to ensure that agentic AI tools for advertisers and marketers develop as an open, collaborative
ecosystem.
A BrightEdge analysis of informational, consideration and transactional queries revealed patterns showing where the biggest competitive battles are - and it's not where most marketers might expect.
To understand why consumers act the way they do, marketers need nuanced behavioral insights, a cultural context and understanding of the ethical implications of statistics. This will inform audience
targeting and messages - and media buying on specific platforms.
What if it was a mid-size cable network that indexed five times greater among younger viewers?
The proposed framework from the IAB Tech Lab is expected to change real-time bidding performance and agentic interoperability across programmatic media buys.
Agentic media-buying and the race to an A2A marketplace is accelerating fast, so I figure it's a good time to slow things down with a visual device for thinking about the way marketing should be
reorganzed.
Three separate reports from PayPal, Deloitte and Measure Protocol show how AI has increasingly become the influencer when consumers are ready to make decisions on how much, where and when they will
spend their dollars.
When people feel genuinely recognized on the screen - and thus in the message - they have more positive thoughts about the ads viewed, according to a recent study. But there is one glaring omission.
Shelly Palmer also dives into new research suggesting half of online content already is being generated by bots, and we get his impressions on the first agentic media buy.
Incomplete data systems hinder decision-making and waste marketing resources.
The future of media and marketing research will be an increasingly synthetic one, combining AI and human experiences in ways that are better than either could be on their own.
Jason Downie, global CRO of Making Science's RAISING division, described generative AI and agentic AI with the analogy of a baseball game. The industry isn't even in the first inning - it has not
entered the stadium yet.
More than two years after launching Madison and Wall, long-time ad industry forecaster Brian Wieser has recruited Magna's Luke Stillman to the team. Both are former Wall Street analysts.
Horizon Media just dropped new research redefining what it means to be "live" in the modern time-shiftable media universe. The agency has reorganized the meaning of "live" media experiences under a
rubric consisting of three concentric layers: real-time, social reverb and cultural afterglow.
WPP Media's updated Advertising in 2030 report highlights trends as well as the future of media, technology and commerce as viewed by industry experts. Much of it revolves around biometrics and GAI.
While Americans are increasingly pinching pennies, the silver lining is that it's driving them to ad-supported streaming services or tiers, indicating an expansion of ad inventory supply.
Advertisers concerned about using too much energy or harming the environment through searches or media buys may want to consider another way to connect with potential and existing customers.
Data, analysis, and analytics are a major part of safeguards. A research paper describes multistep reasoning and how Claude thinks before it gives a response.
DoubleVerify research shows that agencies spend 26% of their time manually optimizing client campaigns, averaging out to about 10 hours per week for every employee worldwide.
As long as consumers are willing to share personal information with AI agents, AI from companies like Amazon, Google, Meta, Microsoft, OpenAI and Anthropic will plan their trip, pick out and purchase
wardrobe and automatically tell them how much it will cost to plan and complete the trip.
In a new study from Mediaocean, 72% of media and marketing execs said they believe generative AI is "the most important consumer trend," followed by streaming and social media video platforms at 51%.
Google scrapes profit from advertisers through heavy use of hidden search terms, as advertisers continue to see a decline in search query data.