Author: Sam Bradley

Hoka’s newest campaign marks its latest attempt to corner the loyalty of running enthusiasts across New York City in the run-up to the city’s marathon in just over a month (Nov. 2).

It’s a sign of how important the running community has become to major sports apparel brands, including Hoka and rivals such as Nike, New Balance, Brooks, Adidas and On as they compete to carve out and keep their share of the long-term running revival.

The company has been logging the progress of the city’s runners on a sponsored Strava challenge, using digital billboards as scorecards for the city’s boroughs. 

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A survey released last week found widespread use of AI for campaign optimization, though caution remains around fully autonomous trading, with recent updates to Google’s pricing rules underscoring why publisher control remains paramount.

A recent IAB report shows AI is already embedded in programmatic advertising, but giving an agent the authority to buy and sell media is a bigger step than asking it to optimize a campaign. That gap runs through a new survey of Europe’s digital advertising industry.

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