targeting
- Past Event Highlights
- Article
Accelerating Video ROI: Understanding the Levers that Drive Efficiency and Effectiveness
On June 10, Google industry experts led an in-depth session on Media Mix Modeling (MMM) and key video advertising levers to drive efficiency and ROI. Attendees heard actionable insights on optimizing format mix, audience strategy, reach, and frequency, and learned how to structure a learning agenda to test and refine their approaches. The session also covered tools to uncover new audiences and best practices for designing effective video testing plans to enhance campaign performance.
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- Targets & Segments
- Article
The State of Retail Media Networks & Consumer Behavior
On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.
Member Only Access
- Targets & Segments
- Article
AI for Creative & Targeting: Predict, Personalize, Perform
In this AI session, Laura Denton Carter, Travis Gossen, and Doug Horn unveiled a set of AI-powered tools developed by Google that streamline the creative development process and enhance targeting capabilities. Paul Donato of the ARF moderated the subsequent question-and-answer portion. The presentation focused on how these tools optimize campaign efficiency and creative performance. Real-world use cases illustrated how AI can drive personalization, audience segmentation, and dynamic content creation across platforms. The session also emphasized the importance of ethical considerations and human oversight when implementing AI in advertising.
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