Author: Circana

As TV evolves into a more immersive storefront experience, there are new opportunities for advertisers to open up two-way interactions with consumers.

To keep pace with this shift from viewership to commerce, advertisers need modern strategies to navigate the wealth of data available to refine their campaigns — from targeting and messaging to optimization and measurement.

One strategy that marketers and media planners can no longer overlook is purchase-based segmentation. By using past buying behavior to predict future loyalty and sales lift, teams are more effectively capturing full-funnel value.

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This week’s Media Briefing recaps publishing execs’ thoughts on optimizing content for AI search (or the concept of GEO) and the opportunities for revenue from AI licensing deals and marketplaces, during the Digiday Publishing Summit’s closed-door town hall sessions. 

• Overheard at DPS – on AI
• AI is finding its way into opinion and tech journalism, Versant eyes Vox Media’s podcast business, and more.

Overheard at DPS – on AI

To be expected, AI was a popular topic during the Digiday Publishing Summit in Vail, Colo. last week. In the previous edition of the Media Briefing, we recapped publishing execs’ thoughts on the impact of referral traffic declines from traditional search platforms on their businesses, due to the growth of AI-generated search summaries, and a renewed push to build direct reader revenue from subscriptions and memberships.

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