Affiliate Idea Factory

This story was first published by Digiday sibling Glossy.

In the ‘90s, Starbucks was known as a place to sit and linger over a cup of coffee. Now, the coffee giant is encouraging its customers to take their coffee to go as part of their exercise routines.

In May, Starbucks announced a nationwide partnership with fitness app Strava, asking participants to walk 22 minutes a day for at least 10 days for a chance to win a Starbucks-branded weighted vest made in collaboration with designer Kahlana Barfield Brown.

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Matic Tribušon, Chief Product Officer, Celtra

Marketers have spent years building infrastructure to measure their advertising: targeting models, multi-touch attribution, programmatic optimization — all of it has been systematically instrumented, refined and optimized to death. The one exception in this system? Creative. 

Despite all the advancements in media measurement, creative continues to be largely governed by instinct, post-mortem debates and the loudest opinion in the room. When generative AI arrived on the scene, it made this issue even more pressing. Because the technology dramatically expanded the volume of creative that teams could produce, the cost of not measuring advertising became that much higher. 

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