Navigating The Future Of Media: AI, CTV, And Cookieless Strategies
Teads’ Global CMO Natalie Bastian recently sat down with Amanda Marks, Director of Programmatic Strategy and Activation at KINESSO, to discuss how brands can harness the power of AI and Connected TV (CTV) in order to adapt to the cookieless future.
1. Emerging Media Trends
AI is no longer just a buzzword—it’s central to how media strategies are evolving. Amanda shared how AI and machine learning are being utilized to create more effective media plans while addressing the increasingly blurred lines between media channels. She emphasized that as this landscape becomes more interconnected, maintaining authenticity remains critical for brands. The discussion also highlighted the transition to a cookieless environment, stressing the importance of continuous testing, learning, and collaborative partnerships to navigate this shift successfully.
2. Adapting to Cookie Deprecation
With nearly 80% of Teads’ campaigns now running on cookieless signals, the shift away from cookies is already well underway. Amanda stressed the importance of embracing this change through experimentation, diversifying ad inventory, and leveraging partner data. Although challenging, this shift promises more accurate and relevant marketing outcomes in the long run.
3. The Rise of CTV
Connected TV (CTV) has evolved from an emerging platform to an essential tool for brands. Amanda pointed out that working with partners like Teads, who offer premium inventory and transparency, is crucial for maximizing CTV’s potential. By extending storytelling across screens, CTV offers brands significant opportunities to engage audiences in impactful ways.
4. Programmatic Innovations
Amanda expressed excitement about new partnerships that add optimization layers to DSPs, enhancing custom bidding and data utilization. These innovations help brands like Dyson scale their strategies and drive revenue more effectively through optimized media buying.
5. Future Technologies
As media continues to evolve, consolidation in buying practices is becoming increasingly important. Amanda highlighted the need to optimize across partner marketplaces while adapting to new ad formats and cookieless data. Collaborating with a range of partners will be essential in determining what approaches work best as the landscape continues to shift.
This discussion provided valuable insights into how AI, CTV, and strategic adaptation are driving the future of advertising. Amanda’s expertise underscores the exciting opportunities and challenges ahead for marketers navigating this dynamic environment.
