Category: In the News

CTV companies have benefitted from the long-term migration of media dollars away from linear and toward streaming.

But if they’re able to stop the tidal shift away from TV as a whole toward the walled garden platforms, they’ll need to persuade small- and medium-dollar advertisers that CTV can deliver against their budgets. 

Execs at LG Ad Solutions believe that enabling those brands to run more ads originally made for paid social, or as part of their creator marketing activity, on CTV can coax them into spending more. The ad arm of the TV setmaker has been offering brands a “Social Sync” tool, which pulls ad creative from platforms like Pinterest, LinkedIn, and YouTube, and runs it on LG’s TV inventory. 

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Welcome back to the Digiday+ Future of Marketing Briefing. We’re only three editions in (not that anyone’s keeping score), and in that experimental phase — call it beta but with better font choices. Some weeks we’ll drop a scoop, others we’ll offer a sharper take on the obvious. And then there are weeks like this one, when stitching everything together into a grand unifying theory just isn’t in the cards. So we didn’t. Instead, we’re bringing you two stories that act as tiny pressure points for much bigger industry tensions. Let us know what hits.

How AI companies are branding the machines that are branding you

In the race to build brands around AI assistants, the stakes are higher than empathy. 

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