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CANNES, France - For marketers trying to catch a TikTok trend, timing can be unforgiving. By the time a conventional campaign makes it through meetings, approvals and production, the internet may have moved on to a dancing capybara or another cultural mil

CANNES, France - Marketers obsess over moments. Uber's head of Global Creative Studio thinks that framing misses something essential about how consumers actually move through the world and ultimately decide to connect with ads. "We talk a lot about moment

AMENIA, NY - Thirty years after a college term abroad planted a seed in his mind, Jay Sears founded a school-building charity. Now, one of his former colleagues is finally ready to pick up a shovel. Heather Carver, chief customer officer at tvScientific b

CANNES, France - Agentic AI is collapsing what remains of the purchase funnel, and brands that haven't decided what part they want to play risk being written out of the script entirely. That's the core argument from Karin Timpone, veteran CMO of the MLB a

CANNES, France - Marketing measurement has become very good at producing numbers. Whether those numbers explain what happened is another matter. Mike Finnerty, president of Mutinex's U.S. region, says advertisers need to make measurement part of the plann

CANNES, France - Artificial intelligence has been not-so-quietly reshaping all business activities and that includes the way television advertising is created, bought, sold, and measured. Discovery is one of the areas most impacted within the context of T

CANNES, France - Performance marketing has always chased consumer intent. Among the promises that artificial intelligence is making right now involves something potentially something more valuable; namely the opportunity to juice intent before the consume

AMENIA, NY - The advertising industry has spent years building increasingly sophisticated technology to move money, data and impressions around the internet. Unfortunately, much of that technology now appears to have the plumbing efficiency of a country h

CANNES, France - Perhaps somewhere inside a chatbot near you, artificial intelligence is changing how consumers discover brands. The traditional shopping journey once moved neatly from awareness to consideration to purchase. It was a tidy little funnel th

Gaming has become a sprawling entertainment universe with millions of U.S. players. Yet some advertisers still approach it like a mysterious arcade cabinet that might eat their quarters. Michael Arzt, director of the Experience Center at the Interactive A