Category: In the News

It seems the ad networks have finally hit their maturation curve, inking partnerships with ad tech and off-site platforms to prove their value beyond lower-funnel conversions. 

Last week, a flurry of product, measurement and partnership announcements came out of this year’s Cannes Lions International Festival of Creativity from the likes of DoorDash Ads, Albertsons Media Collective and Walmart Connect. To media buyers, all signs point to a new, necessary — and more attractive — phase of growth for retail, commerce and ad networks.

“We’re seeing more convergence between commerce, media, and technology with new partnerships and capabilities designed to bring better targeting, measurement, and shoppability to every channel,” Chance Chapman, evp of innovation, growth and retail media at VML, said in an email to Digiday.

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Platforms are having an identity crisis. Or maybe, it’s a rebrand. 

Whether they built their businesses on social graphs, short-form video or niche communities, the story from Cannes last week was the same: they’ve always been AI companies. That’s the new message being sold to marketers. The fact that AI rarely showed up in their pitch decks until recently seems beside the point. What matters now is being loud, and being first. 

“It’s part of our DNA, which is why we’ve spent more than 10 years researching and investing tens of billions into our capex and building open source models,” said Meta’s vp of EMEA, Derya Matras. 

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