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5 Key Topics Covered At Advertising Week New York

Tech
5
minutes
Technical Level
October 24, 2023
5
minutes
October 24, 2023
Technical Level
Matthew Workman
Marketing Coordinator
Once again, the world’s top marketing experts, advertising masterminds, media and tech gurus flocked to New York City last week for the biggest advertising event of the year.

Advertising Week New York took place across four action-packed days in the Penn District, which was recently converted from the Manhattan Mall into an event space, giving the entire event a bustling and exciting atmosphere. 

Throughout the past year, we’ve seen some incredible advertising feats and achievements, including: brands and marketers maximizing the use of AI, films Barbie and Oppenheimer embarking on a polarizing duel at the cinematic box office earning the entire marketing world’s attention (and respect). Sustainability initiatives are continuing to grow. Organizations continue to excel at making progress towards standardization on multiple fronts. Oh yeah, and business is officially booming for Retail Media.

The Sharethrough team was on the ground last week in New York. In this blog post, we’ll be breaking down our 5 biggest takeaways from Advertising Week.

1. No Shortage Of Innovation

Advertising and innovation go hand in hand. At Advertising Week New York, we saw new flourishes of creativity by brands upping the bar. Netflix announced several initiatives, including title sponsorships, with Frito Lay’s Smartfood confirmed as a title sponsor for the upcoming season of the hit-show Love Is Blind

Live Streaming Sports Innovation

But Netflix wasn’t done just yet. They announced their intention to merge ad sponsorships with live sporting events, a lane that Netflix rarely frequented in before. The Netflix Cup, an upcoming golf match featuring PGA and F1 stars, will be sponsored by brands such as T-Mobile and Nespresso, who will have their messages integrated into the live sports broadcast throughout the event. 

Paying Attention to Consumer Behavior

Another innovative effort came from Wendy’s and Hershey’. During a conversation at Advertising Week, company executives at both companies revealed how they are rethinking customer retention strategies with a focus on partnering with delivery companies such as Doordash & Uber Eats. This was done in order to best meet the needs and desires of Gen Zers. 

Additionally, JF Cote, CEO at Sharethrough took to the main stage to talk about the company’s journey, pioneering sustainability in digital advertising, and elevating creative standards using innovative enhancement technology, which is backed by research on consumer behaviors. For instance, Sharethrough’s most recent consumer research study focused in-depth on video-watching behaviors, with telling findings including how 63% of young consumers watch TV with captions turned on.

Download: “[Infographic] New Research Reveals Generational Divides in Video Watching Behaviors

2. Prioritizing Sustainability in Advertising

Advertising Week New York had sustainability front of mind when organizers announced early on that they were eliminating all plastic lanyards from the 2023 edition of the event. From the jump, it became clear that brands were arriving in the Penn District with open ears and eyes for sustainability news.

Key Conversations on the Future Of Sustainability

Collaboration has been a key focus for companies and key sustainability players across industries. Just last month, the streets of New York were filled with climate activists, sustainability experts, politicians and legislators who gathered at Climate Week New York to discuss key topics and pain points in the quest for driving transitions and speeding up sustainability progress.

Read more: “[Blog] Top 6 Major Takeaways From Climate Week New York

Advertising experts from Human, Freewheel, Loopme, and Business Insider got on stage to discuss the benefits that AI could bring to the world of programmatic, including the potential for a greener future. 

On the Innovation Factory stage, Ruth Mortimer, Global President at Advertising Week sat down for a fireside chat with Steve Cassingham, CEO at Sustainable Goat on the company’s three key pillars for sustainability: Intentionality, Circularity, and Community.

Notable industry experts, Bryan O’Kelley, CEO & Founder of Scope3, Krystal Olivieri,

Global Chief Innovation Officer at GroupM, and Cara Pratt, SVP at Kroger Precision Marketing convened to discuss the dangers stemming from the climate impact of unchecked ad impressions, and explore how brand growth and sustainability can work toward the same goals.

Executives from AdGreen, Green The Bid, Uber, and McCann spoke about ways to reduce emissions from creative productions alongside our partner John Osborn, USA Director at AdNetZero.

Sharethrough and iRobot Prove Sustainability and Performance Can Co-Exist

Companies such as iRobot are seeing a boost in campaign results when embracing sustainable advertising through green advertising products. Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough took to the main stage to discuss how companies such as IRobot are significantly outperforming benchmarks when running ads on Sharethrough’s GreenPMPs™ and Low-Emission PMPs.

Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough and Gregory Campbell, VP/Group Director, Precision Media at Digitas North America on the Innovation Factory Stage for social Impact.

3. Generative AI is Everyone’s Ally

Generative AI is picking up speed and it seems that the technology will inevitably be present across all industries. The AI hydra managed to rear its heads in nearly each and every keynote, panel and discussion at Advertising Week New York.

First Consulting; Then Retail Media. Next up is... Marketers? 

In a panel titled “Generative AI and the Changing Advertising Landscape,” Vincent Yates, Chief Data Scientist at consulting firm Credera described how AI is able to help marketers with a common paint point: “True one-to-one personalization has long been the goal for marketers, and AI can help make that possible. In a future state, generative AI could produce personalized ads at scale to target each consumer’s needs and contexts.”

Alex Kazim, Vice President and General Manager of Global Advertising at eBay talked with Paul Verna Head of Advertising and Media at Insider Intelligence & eMarketer on how AI is impacting company product development. In the presentation, Alex described how AI has already become useful to everyday shoppers. “The thing about generative AI is it’s an expert. It’s an expert in things that I am not an expert in. AI can offer more information to a shopper searching for an air conditioner or suggest gift ideas to a shopper describing the demographics of a recipient.” 

It seems as though marketers are next in line to profit from the new software. Teads co-CEO Jeremy Arditi took to the stage at Advertising Week to announce that the company was embracing AI in numerous ways through new creative labs and AI-powered toolkits. Jeremy also voiced his appraisal for the adoption of AI by clients, something that he hopes to see continue in the search for consistently upping the bar for higher quality content.

Generative AI Means Infinite Possibilities For Marketers

There is almost nothing that AI can’t do at this point. Swedish Fintech Firm Klarna is building out a new AI-assisted shopping experience within its e-commerce platform, thanks to a “shopping lens” that allows consumers to take photos, search, compare and eventually, make a purchase.

In a special keynote presentation by Fernando Machado, CMO of Chilean food-tech company NotCo, he discussed how, from an advertising perspective, AI is much more enticing than the metaverse: “I never saw real application for the metaverse or felt it was value added to consumers. There was no application. With AI, it’s different. I can see an infinite number of applications.”

While there were plenty of talks about the potential benefits for creativity and advertising optimization, Jenny Kelly, Managing Director at Deloitte Digital, noted that generative AI could help with brand safety issues by letting advertisers better build and scale ways to avoid certain types of content. The panel, which featured guest speakers from Deloitte and Common Sense Networks, focused on how companies are tapping into Generative AI to create a contextual marketing solution where content stays on topic, theme, and message and is aligned with key filters like intent, sentiment, and age-appropriateness.

4. Publishers Appear Unmoved Despite Recent Obstacles

In recent months, the majority of publishers have experienced a decline in traffic due to Meta’s move away from the news. Placing this alongside the looming death of the third-party cookie and the dust-up around MFAs, it was surprising to see that Advertising Week New York featured a strong degree of optimism among publishers that seem to be keeping their eyes looking forward and up.

In a presentation on content & pop culture, U.K.-based newspaper The Sun’s Dominic Carter, EVP and Publisher discussed how the company put down new roots in the US in 2020 and was able to achieve 100% growth year over year to net 40 million unique visitors in 2023. The newspaper tipped its hat to consumer research when they focused on coverage of women: “We very intentionally have gone after women because women share content better than men.” 

Providing Green Tech to Publishers

During Advertising Week New York, Sharethrough announced that it was taking steps towards bridging the publisher-sustainability gap with its ‘Net Zero Publisher Program’. Our most recent initiative was designed to help publishers gain an accurate understanding of their carbon footprint, allowing them to set net zero targets and take tangible actions that will have a positive impact on the digital media industry. Michael Irenski, VP, Programmatic Revenue at Hearst Newspapers shared Hearsts commitment to the initiative: “Hearst Newspapers is fully committed to sustainable practices and is proud to partner with Sharethrough to further our shared dedication to a greener future. Our dedication to a more sustainable ecosystem aligns with our strategic pillars, as responsible environmental stewardship is an integral part of our business.”

Learn more: Discover Sharethrough’s ‘Net Zero Publisher Program’

5. Retail Media Embraces CTV

With the holiday season right around the corner, it only seemed fitting that retail media would steal the show at Advertising Week New York. Retail media has been getting acquainted with CTV and some experts are calling the recent matchup a pair made in heaven. According to one report from eMarketer, U.S. retail media ad spend on CTV is expected to increase to $813 million this year. What’s even more fascinating, is that it’s projected to grow nearly seven times by the end of 2027 to $5.63 billion *Mic Drop.* 

With 60% of consumers claiming to be often or always engaged when they’re watching content on TV, it’s no wonder Retail Media is buying all in on the CTV. Combine that with the fact that it offers advertisers precise audience targeting and measurement thanks to data, it’s no wonder that they’re taking it very seriously.

But CTV isn’t the only innovation that retail media seems to be embracing…

Ami Lathia, Director of Off-Platform Ad Products at Target, discussed how over 35% of company consumers are either using the Target app or website while simultaneously browsing in-store. 

Retail Media Gets the Standardization Treatment 

In a recent article, AdExchanger’s Managing Editor Alison Schiff discusses how brands and agencies were primarily focused on discussing the potential for standardized workflows, templates and tools for when it comes to running and measuring their retail media campaigns.

Additionally, Omnicom Media Group joined in on the fun to reveal retail media-related standards as outlined in its ‘Council on Accountability and Standards’ (CASA) retail subgroup.

One thing is certain, more standards are set to come in the coming months!

From keynotes on the latest sustainability topics, to presentations highlighting Retail Media continuous acceleration, and group discussions on new generative AI opportunities, it’s safe to say that there was certainly no shortage of learnings and information available to marketers at the 2023 edition of Advertising Week New York. 

Looking to meet up with the Sharethrough team? Check out our future events

To view the free infographic, fill the form below.

Once again, the world’s top marketing experts, advertising masterminds, media and tech gurus flocked to New York City last week for the biggest advertising event of the year.

Advertising Week New York took place across four action-packed days in the Penn District, which was recently converted from the Manhattan Mall into an event space, giving the entire event a bustling and exciting atmosphere. 

Throughout the past year, we’ve seen some incredible advertising feats and achievements, including: brands and marketers maximizing the use of AI, films Barbie and Oppenheimer embarking on a polarizing duel at the cinematic box office earning the entire marketing world’s attention (and respect). Sustainability initiatives are continuing to grow. Organizations continue to excel at making progress towards standardization on multiple fronts. Oh yeah, and business is officially booming for Retail Media.

The Sharethrough team was on the ground last week in New York. In this blog post, we’ll be breaking down our 5 biggest takeaways from Advertising Week.

1. No Shortage Of Innovation

Advertising and innovation go hand in hand. At Advertising Week New York, we saw new flourishes of creativity by brands upping the bar. Netflix announced several initiatives, including title sponsorships, with Frito Lay’s Smartfood confirmed as a title sponsor for the upcoming season of the hit-show Love Is Blind

Live Streaming Sports Innovation

But Netflix wasn’t done just yet. They announced their intention to merge ad sponsorships with live sporting events, a lane that Netflix rarely frequented in before. The Netflix Cup, an upcoming golf match featuring PGA and F1 stars, will be sponsored by brands such as T-Mobile and Nespresso, who will have their messages integrated into the live sports broadcast throughout the event. 

Paying Attention to Consumer Behavior

Another innovative effort came from Wendy’s and Hershey’. During a conversation at Advertising Week, company executives at both companies revealed how they are rethinking customer retention strategies with a focus on partnering with delivery companies such as Doordash & Uber Eats. This was done in order to best meet the needs and desires of Gen Zers. 

Additionally, JF Cote, CEO at Sharethrough took to the main stage to talk about the company’s journey, pioneering sustainability in digital advertising, and elevating creative standards using innovative enhancement technology, which is backed by research on consumer behaviors. For instance, Sharethrough’s most recent consumer research study focused in-depth on video-watching behaviors, with telling findings including how 63% of young consumers watch TV with captions turned on.

Download: “[Infographic] New Research Reveals Generational Divides in Video Watching Behaviors

2. Prioritizing Sustainability in Advertising

Advertising Week New York had sustainability front of mind when organizers announced early on that they were eliminating all plastic lanyards from the 2023 edition of the event. From the jump, it became clear that brands were arriving in the Penn District with open ears and eyes for sustainability news.

Key Conversations on the Future Of Sustainability

Collaboration has been a key focus for companies and key sustainability players across industries. Just last month, the streets of New York were filled with climate activists, sustainability experts, politicians and legislators who gathered at Climate Week New York to discuss key topics and pain points in the quest for driving transitions and speeding up sustainability progress.

Read more: “[Blog] Top 6 Major Takeaways From Climate Week New York

Advertising experts from Human, Freewheel, Loopme, and Business Insider got on stage to discuss the benefits that AI could bring to the world of programmatic, including the potential for a greener future. 

On the Innovation Factory stage, Ruth Mortimer, Global President at Advertising Week sat down for a fireside chat with Steve Cassingham, CEO at Sustainable Goat on the company’s three key pillars for sustainability: Intentionality, Circularity, and Community.

Notable industry experts, Bryan O’Kelley, CEO & Founder of Scope3, Krystal Olivieri,

Global Chief Innovation Officer at GroupM, and Cara Pratt, SVP at Kroger Precision Marketing convened to discuss the dangers stemming from the climate impact of unchecked ad impressions, and explore how brand growth and sustainability can work toward the same goals.

Executives from AdGreen, Green The Bid, Uber, and McCann spoke about ways to reduce emissions from creative productions alongside our partner John Osborn, USA Director at AdNetZero.

Sharethrough and iRobot Prove Sustainability and Performance Can Co-Exist

Companies such as iRobot are seeing a boost in campaign results when embracing sustainable advertising through green advertising products. Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough took to the main stage to discuss how companies such as IRobot are significantly outperforming benchmarks when running ads on Sharethrough’s GreenPMPs™ and Low-Emission PMPs.

Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough and Gregory Campbell, VP/Group Director, Precision Media at Digitas North America on the Innovation Factory Stage for social Impact.

3. Generative AI is Everyone’s Ally

Generative AI is picking up speed and it seems that the technology will inevitably be present across all industries. The AI hydra managed to rear its heads in nearly each and every keynote, panel and discussion at Advertising Week New York.

First Consulting; Then Retail Media. Next up is... Marketers? 

In a panel titled “Generative AI and the Changing Advertising Landscape,” Vincent Yates, Chief Data Scientist at consulting firm Credera described how AI is able to help marketers with a common paint point: “True one-to-one personalization has long been the goal for marketers, and AI can help make that possible. In a future state, generative AI could produce personalized ads at scale to target each consumer’s needs and contexts.”

Alex Kazim, Vice President and General Manager of Global Advertising at eBay talked with Paul Verna Head of Advertising and Media at Insider Intelligence & eMarketer on how AI is impacting company product development. In the presentation, Alex described how AI has already become useful to everyday shoppers. “The thing about generative AI is it’s an expert. It’s an expert in things that I am not an expert in. AI can offer more information to a shopper searching for an air conditioner or suggest gift ideas to a shopper describing the demographics of a recipient.” 

It seems as though marketers are next in line to profit from the new software. Teads co-CEO Jeremy Arditi took to the stage at Advertising Week to announce that the company was embracing AI in numerous ways through new creative labs and AI-powered toolkits. Jeremy also voiced his appraisal for the adoption of AI by clients, something that he hopes to see continue in the search for consistently upping the bar for higher quality content.

Generative AI Means Infinite Possibilities For Marketers

There is almost nothing that AI can’t do at this point. Swedish Fintech Firm Klarna is building out a new AI-assisted shopping experience within its e-commerce platform, thanks to a “shopping lens” that allows consumers to take photos, search, compare and eventually, make a purchase.

In a special keynote presentation by Fernando Machado, CMO of Chilean food-tech company NotCo, he discussed how, from an advertising perspective, AI is much more enticing than the metaverse: “I never saw real application for the metaverse or felt it was value added to consumers. There was no application. With AI, it’s different. I can see an infinite number of applications.”

While there were plenty of talks about the potential benefits for creativity and advertising optimization, Jenny Kelly, Managing Director at Deloitte Digital, noted that generative AI could help with brand safety issues by letting advertisers better build and scale ways to avoid certain types of content. The panel, which featured guest speakers from Deloitte and Common Sense Networks, focused on how companies are tapping into Generative AI to create a contextual marketing solution where content stays on topic, theme, and message and is aligned with key filters like intent, sentiment, and age-appropriateness.

4. Publishers Appear Unmoved Despite Recent Obstacles

In recent months, the majority of publishers have experienced a decline in traffic due to Meta’s move away from the news. Placing this alongside the looming death of the third-party cookie and the dust-up around MFAs, it was surprising to see that Advertising Week New York featured a strong degree of optimism among publishers that seem to be keeping their eyes looking forward and up.

In a presentation on content & pop culture, U.K.-based newspaper The Sun’s Dominic Carter, EVP and Publisher discussed how the company put down new roots in the US in 2020 and was able to achieve 100% growth year over year to net 40 million unique visitors in 2023. The newspaper tipped its hat to consumer research when they focused on coverage of women: “We very intentionally have gone after women because women share content better than men.” 

Providing Green Tech to Publishers

During Advertising Week New York, Sharethrough announced that it was taking steps towards bridging the publisher-sustainability gap with its ‘Net Zero Publisher Program’. Our most recent initiative was designed to help publishers gain an accurate understanding of their carbon footprint, allowing them to set net zero targets and take tangible actions that will have a positive impact on the digital media industry. Michael Irenski, VP, Programmatic Revenue at Hearst Newspapers shared Hearsts commitment to the initiative: “Hearst Newspapers is fully committed to sustainable practices and is proud to partner with Sharethrough to further our shared dedication to a greener future. Our dedication to a more sustainable ecosystem aligns with our strategic pillars, as responsible environmental stewardship is an integral part of our business.”

Learn more: Discover Sharethrough’s ‘Net Zero Publisher Program’

5. Retail Media Embraces CTV

With the holiday season right around the corner, it only seemed fitting that retail media would steal the show at Advertising Week New York. Retail media has been getting acquainted with CTV and some experts are calling the recent matchup a pair made in heaven. According to one report from eMarketer, U.S. retail media ad spend on CTV is expected to increase to $813 million this year. What’s even more fascinating, is that it’s projected to grow nearly seven times by the end of 2027 to $5.63 billion *Mic Drop.* 

With 60% of consumers claiming to be often or always engaged when they’re watching content on TV, it’s no wonder Retail Media is buying all in on the CTV. Combine that with the fact that it offers advertisers precise audience targeting and measurement thanks to data, it’s no wonder that they’re taking it very seriously.

But CTV isn’t the only innovation that retail media seems to be embracing…

Ami Lathia, Director of Off-Platform Ad Products at Target, discussed how over 35% of company consumers are either using the Target app or website while simultaneously browsing in-store. 

Retail Media Gets the Standardization Treatment 

In a recent article, AdExchanger’s Managing Editor Alison Schiff discusses how brands and agencies were primarily focused on discussing the potential for standardized workflows, templates and tools for when it comes to running and measuring their retail media campaigns.

Additionally, Omnicom Media Group joined in on the fun to reveal retail media-related standards as outlined in its ‘Council on Accountability and Standards’ (CASA) retail subgroup.

One thing is certain, more standards are set to come in the coming months!

From keynotes on the latest sustainability topics, to presentations highlighting Retail Media continuous acceleration, and group discussions on new generative AI opportunities, it’s safe to say that there was certainly no shortage of learnings and information available to marketers at the 2023 edition of Advertising Week New York. 

Looking to meet up with the Sharethrough team? Check out our future events

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

Once again, the world’s top marketing experts, advertising masterminds, media and tech gurus flocked to New York City last week for the biggest advertising event of the year.

Advertising Week New York took place across four action-packed days in the Penn District, which was recently converted from the Manhattan Mall into an event space, giving the entire event a bustling and exciting atmosphere. 

Throughout the past year, we’ve seen some incredible advertising feats and achievements, including: brands and marketers maximizing the use of AI, films Barbie and Oppenheimer embarking on a polarizing duel at the cinematic box office earning the entire marketing world’s attention (and respect). Sustainability initiatives are continuing to grow. Organizations continue to excel at making progress towards standardization on multiple fronts. Oh yeah, and business is officially booming for Retail Media.

The Sharethrough team was on the ground last week in New York. In this blog post, we’ll be breaking down our 5 biggest takeaways from Advertising Week.

1. No Shortage Of Innovation

Advertising and innovation go hand in hand. At Advertising Week New York, we saw new flourishes of creativity by brands upping the bar. Netflix announced several initiatives, including title sponsorships, with Frito Lay’s Smartfood confirmed as a title sponsor for the upcoming season of the hit-show Love Is Blind

Live Streaming Sports Innovation

But Netflix wasn’t done just yet. They announced their intention to merge ad sponsorships with live sporting events, a lane that Netflix rarely frequented in before. The Netflix Cup, an upcoming golf match featuring PGA and F1 stars, will be sponsored by brands such as T-Mobile and Nespresso, who will have their messages integrated into the live sports broadcast throughout the event. 

Paying Attention to Consumer Behavior

Another innovative effort came from Wendy’s and Hershey’. During a conversation at Advertising Week, company executives at both companies revealed how they are rethinking customer retention strategies with a focus on partnering with delivery companies such as Doordash & Uber Eats. This was done in order to best meet the needs and desires of Gen Zers. 

Additionally, JF Cote, CEO at Sharethrough took to the main stage to talk about the company’s journey, pioneering sustainability in digital advertising, and elevating creative standards using innovative enhancement technology, which is backed by research on consumer behaviors. For instance, Sharethrough’s most recent consumer research study focused in-depth on video-watching behaviors, with telling findings including how 63% of young consumers watch TV with captions turned on.

Download: “[Infographic] New Research Reveals Generational Divides in Video Watching Behaviors

2. Prioritizing Sustainability in Advertising

Advertising Week New York had sustainability front of mind when organizers announced early on that they were eliminating all plastic lanyards from the 2023 edition of the event. From the jump, it became clear that brands were arriving in the Penn District with open ears and eyes for sustainability news.

Key Conversations on the Future Of Sustainability

Collaboration has been a key focus for companies and key sustainability players across industries. Just last month, the streets of New York were filled with climate activists, sustainability experts, politicians and legislators who gathered at Climate Week New York to discuss key topics and pain points in the quest for driving transitions and speeding up sustainability progress.

Read more: “[Blog] Top 6 Major Takeaways From Climate Week New York

Advertising experts from Human, Freewheel, Loopme, and Business Insider got on stage to discuss the benefits that AI could bring to the world of programmatic, including the potential for a greener future. 

On the Innovation Factory stage, Ruth Mortimer, Global President at Advertising Week sat down for a fireside chat with Steve Cassingham, CEO at Sustainable Goat on the company’s three key pillars for sustainability: Intentionality, Circularity, and Community.

Notable industry experts, Bryan O’Kelley, CEO & Founder of Scope3, Krystal Olivieri,

Global Chief Innovation Officer at GroupM, and Cara Pratt, SVP at Kroger Precision Marketing convened to discuss the dangers stemming from the climate impact of unchecked ad impressions, and explore how brand growth and sustainability can work toward the same goals.

Executives from AdGreen, Green The Bid, Uber, and McCann spoke about ways to reduce emissions from creative productions alongside our partner John Osborn, USA Director at AdNetZero.

Sharethrough and iRobot Prove Sustainability and Performance Can Co-Exist

Companies such as iRobot are seeing a boost in campaign results when embracing sustainable advertising through green advertising products. Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough took to the main stage to discuss how companies such as IRobot are significantly outperforming benchmarks when running ads on Sharethrough’s GreenPMPs™ and Low-Emission PMPs.

Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough and Gregory Campbell, VP/Group Director, Precision Media at Digitas North America on the Innovation Factory Stage for social Impact.

3. Generative AI is Everyone’s Ally

Generative AI is picking up speed and it seems that the technology will inevitably be present across all industries. The AI hydra managed to rear its heads in nearly each and every keynote, panel and discussion at Advertising Week New York.

First Consulting; Then Retail Media. Next up is... Marketers? 

In a panel titled “Generative AI and the Changing Advertising Landscape,” Vincent Yates, Chief Data Scientist at consulting firm Credera described how AI is able to help marketers with a common paint point: “True one-to-one personalization has long been the goal for marketers, and AI can help make that possible. In a future state, generative AI could produce personalized ads at scale to target each consumer’s needs and contexts.”

Alex Kazim, Vice President and General Manager of Global Advertising at eBay talked with Paul Verna Head of Advertising and Media at Insider Intelligence & eMarketer on how AI is impacting company product development. In the presentation, Alex described how AI has already become useful to everyday shoppers. “The thing about generative AI is it’s an expert. It’s an expert in things that I am not an expert in. AI can offer more information to a shopper searching for an air conditioner or suggest gift ideas to a shopper describing the demographics of a recipient.” 

It seems as though marketers are next in line to profit from the new software. Teads co-CEO Jeremy Arditi took to the stage at Advertising Week to announce that the company was embracing AI in numerous ways through new creative labs and AI-powered toolkits. Jeremy also voiced his appraisal for the adoption of AI by clients, something that he hopes to see continue in the search for consistently upping the bar for higher quality content.

Generative AI Means Infinite Possibilities For Marketers

There is almost nothing that AI can’t do at this point. Swedish Fintech Firm Klarna is building out a new AI-assisted shopping experience within its e-commerce platform, thanks to a “shopping lens” that allows consumers to take photos, search, compare and eventually, make a purchase.

In a special keynote presentation by Fernando Machado, CMO of Chilean food-tech company NotCo, he discussed how, from an advertising perspective, AI is much more enticing than the metaverse: “I never saw real application for the metaverse or felt it was value added to consumers. There was no application. With AI, it’s different. I can see an infinite number of applications.”

While there were plenty of talks about the potential benefits for creativity and advertising optimization, Jenny Kelly, Managing Director at Deloitte Digital, noted that generative AI could help with brand safety issues by letting advertisers better build and scale ways to avoid certain types of content. The panel, which featured guest speakers from Deloitte and Common Sense Networks, focused on how companies are tapping into Generative AI to create a contextual marketing solution where content stays on topic, theme, and message and is aligned with key filters like intent, sentiment, and age-appropriateness.

4. Publishers Appear Unmoved Despite Recent Obstacles

In recent months, the majority of publishers have experienced a decline in traffic due to Meta’s move away from the news. Placing this alongside the looming death of the third-party cookie and the dust-up around MFAs, it was surprising to see that Advertising Week New York featured a strong degree of optimism among publishers that seem to be keeping their eyes looking forward and up.

In a presentation on content & pop culture, U.K.-based newspaper The Sun’s Dominic Carter, EVP and Publisher discussed how the company put down new roots in the US in 2020 and was able to achieve 100% growth year over year to net 40 million unique visitors in 2023. The newspaper tipped its hat to consumer research when they focused on coverage of women: “We very intentionally have gone after women because women share content better than men.” 

Providing Green Tech to Publishers

During Advertising Week New York, Sharethrough announced that it was taking steps towards bridging the publisher-sustainability gap with its ‘Net Zero Publisher Program’. Our most recent initiative was designed to help publishers gain an accurate understanding of their carbon footprint, allowing them to set net zero targets and take tangible actions that will have a positive impact on the digital media industry. Michael Irenski, VP, Programmatic Revenue at Hearst Newspapers shared Hearsts commitment to the initiative: “Hearst Newspapers is fully committed to sustainable practices and is proud to partner with Sharethrough to further our shared dedication to a greener future. Our dedication to a more sustainable ecosystem aligns with our strategic pillars, as responsible environmental stewardship is an integral part of our business.”

Learn more: Discover Sharethrough’s ‘Net Zero Publisher Program’

5. Retail Media Embraces CTV

With the holiday season right around the corner, it only seemed fitting that retail media would steal the show at Advertising Week New York. Retail media has been getting acquainted with CTV and some experts are calling the recent matchup a pair made in heaven. According to one report from eMarketer, U.S. retail media ad spend on CTV is expected to increase to $813 million this year. What’s even more fascinating, is that it’s projected to grow nearly seven times by the end of 2027 to $5.63 billion *Mic Drop.* 

With 60% of consumers claiming to be often or always engaged when they’re watching content on TV, it’s no wonder Retail Media is buying all in on the CTV. Combine that with the fact that it offers advertisers precise audience targeting and measurement thanks to data, it’s no wonder that they’re taking it very seriously.

But CTV isn’t the only innovation that retail media seems to be embracing…

Ami Lathia, Director of Off-Platform Ad Products at Target, discussed how over 35% of company consumers are either using the Target app or website while simultaneously browsing in-store. 

Retail Media Gets the Standardization Treatment 

In a recent article, AdExchanger’s Managing Editor Alison Schiff discusses how brands and agencies were primarily focused on discussing the potential for standardized workflows, templates and tools for when it comes to running and measuring their retail media campaigns.

Additionally, Omnicom Media Group joined in on the fun to reveal retail media-related standards as outlined in its ‘Council on Accountability and Standards’ (CASA) retail subgroup.

One thing is certain, more standards are set to come in the coming months!

From keynotes on the latest sustainability topics, to presentations highlighting Retail Media continuous acceleration, and group discussions on new generative AI opportunities, it’s safe to say that there was certainly no shortage of learnings and information available to marketers at the 2023 edition of Advertising Week New York. 

Looking to meet up with the Sharethrough team? Check out our future events

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Listen to Next—
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November 19, 2021
Behind Headlines: 180 Seconds in Ad Tech — Secrecy & Augmented Reality
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about secret ad buyers, a new partnership, and augmented reality.
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November 12, 2021
Behind Headlines: 180 Seconds in Ad Tech — Connected TVs & Digital Publishers
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November 5, 2021
Behind Headlines: 180 Seconds in Ad Tech — Metaverses & Social TV
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about a new metaverse entry, social platforms on TV, and ad experiences.
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Matthew Workman
Marketing Coordinator

About the Author

Matthew is a marketing coordinator at Sharethrough. He is heavily involved in all company projects related to social media, digital marketing strategy, internal events, and communications.

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