Events

The evolving media landscape is embracing artificial intelligence (AI) as a crucial tool for personalized marketing, with industry leaders recognizing its potential amidst growing privacy regulations and the decline of traditional tracking methods. Angelina Eng from the IAB emphasizes the ethical use of AI, while executives from Attain and DoubleVerify highlight its importance in leveraging high-quality data for effective audience targeting and engagement. As brands pivot towards AI-driven strategies, the focus remains on ethical implementation and utilizing predictive capabilities to optimize ad spend and drive consumer engagement.

The buzz around incrementality soared at Advertising Week New York, reflecting a growing demand for precise ROI measurement in digital advertising. With industry leaders emphasizing its significance, such as Lora Parker from PMG Advertising Agency, the focus on determining true impact amidst privacy changes and the cookie phase-out intensifies. A recent partnership between DoubleVerify and Attain signals a step towards bridging this gap, offering advertisers direct insights into how campaigns drive real-time sales outcomes amid evolving metrics for success.

In their recent webinar, eMarketer analysts and Dan Kurtter, GM of Data Measurement & Insights at Attain, tackled pressing industry trends. With the looming demise of cookies, emphasis is placed on the role of first-party data partnerships and the challenges of measurement in the retail media landscape. Kurtter underscores the importance of a holistic approach to incrementality measurement, advocating for collaboration and data partnerships to navigate the cookieless future effectively.

Attain is gearing up for the IAB Connected Commerce Summit in NYC on September 13, eager to delve into pivotal topics shaping the future of retail and commerce media. They anticipate insightful discussions on the role of attribution in retail media success and the ongoing efforts towards standardization within the industry, acknowledging the challenges and seeking collaborative solutions with industry experts.