Rethinking Vitamin Marketing, With Barrière

Liquid Death is all jokes and dark humor on the surface, but the canned water brand's chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. He's tackling one of the gnarliest problems in CPG: proving that media actually moves product off the shelves.

Chalice AI's COO and co-founder, Ali Manning, explains how the AI startup – don't call it a custom algorithm company – is helping brands like Bayer use advertiser-specific bidding models to drive real outcomes as opposed to poor proxies.

Marketing consumer products comes with plenty of challenges. But just try selling a political candidate in a hyper-polarized, 24-hour news environment, says Mark Jablonowski, CEO of DSPolitical, a political ad platform that caters to Democrats and progressive causes.

Sharona Sankar-King, Havas Media's chief data and product officer, on why marketers should stop chasing shiny AI toys and get serious about the fundamentals, including truly understanding the customer and only collecting data that's "fit for purpose."

Most brands worry about competitors. Whisker is worried about complacency, says CMO Hew Loyd – specifically, the millions of cat owners who have decided that scooping an open box of poop in their home is just one of life's little chores.

You wouldn't accept paying for a Big Mac and getting a single chicken nugget. But that's essentially what a lot of marketers are doing with their digital ad budgets, says Reckitt's Sameer Amin, on this week's episode of AdExchanger Talks recorded live in Cannes.

Reddit is now one of the main data sources feeding LLMs and AI search. In this episode, recorded live in Cannes, COO Jen Wong talks data licensing deals, how people use Reddit to validate what they're about to buy and what it takes to stop bad actors from gaming its forums to sway AI results.

Cleo Davis-Urman, CEO and co-founder of wearable vitamin brand Barrière, talks word-of-mouth, measurement, retail media and what it takes to build a new category around patches instead of pills.

Tom Kemp, executive director of CalPrivacy, unpacks the DELETE Act, his agency's enforcement priorities, the rules governing automated decision-making tech – and why ad tech should pay close attention to it all.

You don't usually hear someone talk about peptide serums, CAC and customer lifetime value in the same breath. But that's a normal day for Alexa Raff, CMO of goop, the wellness and lifestyle brand co-founded and led by Gwyneth Paltrow.