The effectiveness case hasn’t failed. It’s just stopped being the right answer to the question clients are actually asking amid an international energy crisis.
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As we post less to social media, one in three of us is instead using AI for emotional support or social interaction. However, AI isn’t the only companion media. WPP Media’s David Wilding analyses what’s going on.
Stop adding AI-powered tools and start strengthening the measurement infrastructure on which AI will sit, argues the CMO of AppsFlyer.
When AI decisioning moves closer to the supply side, it can do something buying platforms struggle to do: evaluate each opportunity against what an advertiser actually cares about, in real time.
The CEO of True & North shares his observations and the experimental approach his company is taking to work with and integrate AI into everyday workflows.