The digital advertising landscape is experiencing a significant shift, pivoting towards a future without third-party cookies. Jean-Marc Papin, SVP of Media Technology and Data at Horizon Media, sheds light on how brands can navigate this new terrain.
He explains how Horizon Media stays ahead by focusing on creating insights, tailoring strategies, and ensuring precise measurement in the Connected TV (CTV) space. He further highlights the critical role of data harmonization, emphasizing how integrating AI into audience strategy and measurement is revolutionizing advertising workflows by optimizing campaigns across CTV and other platforms.
For Horizon Media, success hinges on the intelligent application of data as the move towards a cookieless future makes data intelligence even more important. Their identity solution ‘Blue’ is a testament to this, leveraging AI for predictive modeling to enhance the accuracy of marketing strategies and audience targeting.
With the premium inventory of CTV being finite, the emphasis on rapid, data-informed decision-making is paramount. AI facilitates this by enabling enhanced addressability and measurement, leading to more effective advertising strategies.
In collaboration with Teads, Horizon Media is simplifying the complexities of digital advertising. Teads’ focus on contextual targeting helps brands align their messaging with content that resonates with their audience, ensuring relevance in a landscape where traditional cookies are no longer viable. This partnership allows for a more actionable approach to planning, activating, and measuring advertising campaigns.
Staying agile and responsive to these advancements is crucial. The insights from Teads Connect AI serve as a reminder of the significance of adapting to technological changes to maintain a competitive edge.
Horizon Media, in partnership with Teads, is tackling the challenges and seizing the opportunities within the changing digital advertising landscape, with a particular emphasis on data, identity solutions, contextual targeting, and navigating the cookieless future.
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