Stop Bolting AI Onto Broken Marketing

Let's start off with a phrase that sounds simple but means very different things to different people.

What does it actually mean to connect creative and media? And why do you argue that every media dollar should also function as a research dollar?

Sure, so this is, of course, our big motto, right? Because if you look at our industry, everything is really, it's around performance, right? Advertising at the end of the day is really about performance.

You need to measure things.

You need to understand the value that every dollar you invest provides.

And when you look at the two big drivers of advertising, you have creative and you have media.

And they impact performance around 50-50, right? We all know that by now.

The thing is, especially today with AI, the speed and the scale of both creative and media is exponentially accelerating.

So you have more of both and everything is becoming faster and more complex.

The problem has been always, how do you connect creative to the media? How do you know what was shown to every person behind the impression that you're actually acquiring? And that connection was very hard to do before because the siloed channels, different teams, different point solution, tech partners that didn't really communicate or connected to each other.

And it was a very manual thing to do.

As scale goes up, it becomes even harder.

What we're doing is actually providing a solution that comes right in the middle between the creative and the media and allows that connection to flow between the creative into the media to connect every creative and every decision that is taken of what do we need to show to who when and connect it to the media impression that was actually acquired.

to show that creative.

So it allows everybody within the whole workflow to understand what was working and even more important, it's like why it was working and what do we need to do next? Not a month after the campaign ended, but during the campaign, right? And right across all the different channels at the same time.

How can we take the insights that we see in programmatic leverage into social? How do we take social leverage to CTV,

build a full consumer journey?

And that's

really the Holy grail.

And when you have, you have it spread out on multiple platforms,

it's a problem to consolidate when you have everything running through one platform that sits between the creative and the media, everything becomes much easier.