#media-buying

#media-buying

AI advances enhance media buying efficiency but require balance between automation and human oversight.

Granular audience targeting and real-time optimization empower dynamic ad spending.

Sky revolutionized its media buying strategy by leveraging Permutive's technology to surpass traditional cookie limitations, ensuring future-ready advertising success.

Amazon Ads aims to become the top choice for media buyers by enhancing its DSP features and offering financial incentives.

Programmatic advertising revolutionizes digital marketing by automating ad placements and improving targeting, expected to account for 85% of ad spend by 2029.

The role of the media planner/buyer is evolving towards a blend of traditional skills and technical expertise in the modern ad tech ecosystem.

Understanding programmatic ad spend fees is crucial for maximizing ROI and campaign performance.

Google's substantial media rebate program reveals influence over brand media budgets, raising antitrust scrutiny.

Google has reversed its decision on removing third-party cookies from Chrome, impacting media buying strategies.

Principal media practices by major agencies shift contracts away from the term 'agency' as they move towards direct inventory purchases.

Omnicom's $14 billion acquisition of IPG positions it to enhance its tech and advertising capabilities, challenging competitors like Publicis Groupe.

Marketers must adapt measurement and targeting strategies as audience behaviors become more complex across platforms, blending data with creativity.

Local advertising is gaining traction, with a projected increase in budget allocation by brands, agencies, and media buyers.

Marketers are increasingly demanding transparency and accountability from ad verification companies following audits revealing issues with ad tech intermediaries.

AI-driven advertising promises efficiency but risks compromising brand-building efforts.

Advertisers seek greater transparency and control in automated ad platforms.

The lack of standardization in connected TV ad formats is a significant challenge for advertisers, prompting the need for uniformity to enhance performance.

Adform's partnership with Happydemics enhances ad analytics and media optimization, especially for Connected TV (CTV).

The integration of brand lift metrics helps advertisers measure campaign effectiveness and adjust budgets accordingly.

Media agencies face complexities as they navigate beyond traditional roles to address client business dynamics and stakeholder diversity.

AI is influencing media buying and industry evolution, highlighted in the Media All-Stars showcase with tech as a key tool.