Sussing Out 'Performance TV'

Can connected TV really deliver performance – or is "performance TV" just a branding boost with extra data? Erin Firneno, SVP of business intelligence at Advertiser Perceptions, weighs in.

Perion CEO Tal Jacobson is done with AI buzzwords. Instead, he's betting big on agents, outcomes and letting machines handle the messy parts of media buying.

Mary Beech, chief growth officer at health-and-wellness brand Thorne, shares how she's turning marketing into a growth engine amid AI-driven discovery and chatbots that get loose with the facts.

Inclusive measurement is more than a nice-to-have, says Charlene Polite Corley, Nielsen's VP of inclusive insights. Because undercounting Black, Hispanic and intersectional audiences isn't just a measurement failure; it's a missed growth opportunity for brands.

Ad verification used to be mostly about keeping brands away from the bad stuff. Now, verification providers have to prove that quality actually moves the needle, says Integral Ad Science CEO Lisa Utzschneider.

Freestar CEO Kurt Donnell explains why transparency in programmatic advertising is the open web's best bet for survival in the AI search era.

The future of measurement is automated, but can marketers trust the black box? Kantar Chief Product Officer Ty Ahmad‑Taylor shares his take. Plus: Performance meets brand and measurement "at the speed of culture."

With so many video and digital media channels converging, is there even such a thing as a dedicated TV buyer anymore? Carat US Chief Investment Officer Carrie Drinkwater certainly doesn't think so. 

AI is reshaping how we shop, but agents won't take over our carts just yet. LiveRamp CEO Scott Howe explains why the change will be gradual – and how chatbot ads (not just on ChatGPT) will change the online shopping experience. NOTE: A Perplexity spokesperson reached out to AdExchanger to deny the existence of an official partnership between LiveRamp and Perplexity or the existence of an alpha program set to launch this quarter that will test combining its behavior data with CRM data from advertisers. "Although we do enjoy speaking with and listening to leaders in every industry, there is not currently any partnership between Perplexity and LiveRamp," according to Jesse Dwyer, Perplexity's chief communication officer.

True Religion CMO Kristen D'Arcy approaches marketing measurement the way you'd shop for jeans – by looking for the right fit. She's moved past last click, using real-time data to see what actually drives sales, and she isn't afraid to make fast changes when something isn't working.