Topic
Every post on the Index about ai in advertising.
Dahv argues that TikTok's pairing of creator correspondents with AI-driven ads around the 2026 World Cup changes the rules for brands. Dahv says AI can make campaigns predictive rather than reactive, and that agility is now essential.
Todd argues that programmatic TV's targeting promise only pays off with measurement at a granular level. MMM that stops at channel or platform performance risks paying premiums for noise, so he says marketers should ditch aggregate measurement.
By Todd Kirk
Jeff argues that last-click attribution belongs to an earlier era and cannot keep pace with algorithmic decision-making. He recommends multi-touch attribution to show the full customer journey and warns that marketers who don't adapt will fall behind.
Joel argues that Google's Gemini integration in DV360 compresses agency margins by automating planning, activation and optimization. Agencies that last will compete on strategy, measurement, data ownership, creative systems and governance rather than on buying media.
By Joel Breen