CMOs embrace AI, but lack clear ROI metrics to justify full investment. Until then, measurement remains the missing link.
| For an industry that’s obsessed with ROI, few businesses have developed straightforward frameworks for measuring and understanding the impact their AI investments are having. Additional coverage: Holdcos keep talking up AI. Omnicom put it on the record. Its chief technology officer took a lead role on the earnings call on Tuesday (July 15), putting the tech — and the business case — squarely in focus. YouTube has been making overtures to agencies and brand advertisers in the hope they’ll increase their media investments with the Google-owned video platform. This week’s Future of TV Briefing looks at the tensions bubbling up in the TV ad market as some TV networks press Nielsen to postpone its decision to deprecate panel-only measurement. The IAB Tech Lab is working to assemble a task force of publishers and compute edge companies to help create a technical framework to get publishers better control of, and be paid for, LLM crawling. From sister site, Modern Retail: Walmart has been on a marketing blitz to change what people think of its brand, both in subtle and more obvious ways. Other things to know about Join this virtual event tomorrow for a discussion on why personalization is an essential conversion driver for holiday success. Learn about real-world examples from leading brands using scalable personalization tools. Sponsored by Contentful. A unified campaign strategy uses the same consumer identity across planning, activation and measurement to connect ad exposures to real-world outcomes — from online conversions to in-store visits — improving ad budget efficiency and campaign performance. Sponsored by Experian Marketing Services. Neuro-contextual ad targeting mirrors human cognition by acting as a brain to understand audience signals. An AI agent is the body that translates insights into action, making marketers less reliant on traditional contextual tools. Sponsored by Seedtag. | | |
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