Possible Day 2: Breaking down agentic’s impact on marketing, including multicultural

The 7,500 attendees of year four of Possible have wrapped their meetings, and the booths are being dismantled as you read this. But day two of Possible gave Digiday the chance to catch up with a handful of executives in attendance to get their thoughts on marketing spend consistency in the face of economic turbulence, the continued value of multicultural marketing and the difference between AI’s effect on consumers versus marketers.

Three execs – The Home Depot’s Molly Battin, Sundial Media Group’s Kirk McDonald and Omnicom Media’s Joanna O’Connell – shared their thoughts with Digiday’s Jim Cooper and Michael Bürgi at the Digiday studio at Possible.

Battin talked about the test-and-learn approach her company is taking with AI, notably agentic shopping to “take the friction out of shopping” for customers.

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Media Briefing: Publishers rewire sales teams for the outcomes era 

This week’s Media Briefing will explore how publishers are reshaping their sales teams, where client success or client services employees are getting more involved in the sales process to assist with more complex, direct deals.

  • How sales teams are shifting to support
  • IAC rebrands to People Inc., CNN is beating subscriber targets, and more.

How sales teams are shifting to support

Publishers have steadily shifted away from traditional ad sales models toward structures built around outcomes, performance and custom partnerships. 

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