Allison Schiff, Author at Chief Marketer

Understanding MCP, The ‘Universal Adapter’ For AI In Advertising

If there are two things ad tech isn’t short on, it’s acronyms and, more recently, AI product demos. But MCP – short for Model Context Protocol – is more than another TLA (sorry, three-letter acronym) or AI buzzword. Metaphorically speaking, it’s plumbing for AI: the piping that lets large language models connect to other software […]

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Marketers

Inside Life360’s Plan To Build An Ad Platform On Top Of Nativo

Family-safety app Life360 has been quietly building an ad tech stack. Last year, it made two acquisitions: Fantix’s advertising unit in February, then publisher-focused ad platform Nativo in November for $120 million. Fantix, an AI platform for privacy-safe targeting and measurement, helped Life360 take its first steps into advertising. Life360 is applying the tech to understand […]

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AdExchanger Talks

What Marketers Miss When Their Data Isn’t Inclusive

Inclusive measurement is more than a nice-to-have, says Charlene Polite Corley, Nielsen’s VP of inclusive insights. Because undercounting Black, Hispanic and intersectional audiences isn’t just a measurement failure; it’s a missed growth opportunity for brands.

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Influencer Marketing

Meet Yeti Boo, the AI Bigfoot Helping KANE Footwear Rethink Influencer Marketing

How an AI-generated Bigfoot named Yeti Boo went viral and evolved into a brand-backed AI content studio blending humor and storytelling.

AdExchanger Talks

From Avoiding Bad Ads To Demanding ROI

Ad verification used to be mostly about keeping brands away from the bad stuff. Now, verification providers have to prove that quality actually moves the needle, says Integral Ad Science CEO Lisa Utzschneider.

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Data-Driven Thinking

Ad Tech Says It’s Not In The Surveillance Business. Now Is The Time To Prove It

I’ve been thinking a lot about the RFI issued by US Immigration and Customs Enforcement in late January. ICE asked data providers and tech vendors to share information on how their tools and services could be used to “directly support investigations.” The RFI spelled it out: “The Government is seeking to understand the current state […]

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Marketers

Q4: Omnicom’s IPG Merger Is An AI Test Case

On Wednesday, Omnicom reported its first earnings since closing its $13.5 billion acquisition of IPG, and guess what? AI will be a key growth driver for the combined company. (Uh, duh.) Executives framed the deal as a “data-led AI transformation,” highlighting plans to use AI for targeting, measurement and creative testing through Omni, Omnicom’s centralized […]

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AdExchanger Talks

In Platforms We Trust?

The future of measurement is automated, but can marketers trust the black box? Kantar Chief Product Officer Ty Ahmad‑Taylor shares his take.

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AdExchanger Talks

AI Won’t Shop For You – Yet

AI is reshaping how we shop, but agents won’t take over our carts just yet. LiveRamp CEO Scott Howe explains why the change will be gradual – and how chatbot ads (not just on ChatGPT) will change the online shopping experience.

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AdExchanger Talks

Sizing Up Success Metrics, With The CMO Of True Religion

Measurement, like buying jeans, is about finding the right fit. For denim brand True Religion, that means looking beyond last-click attribution to see what’s really driving growth, says CMO Kristen D’Arcy on this week’s episode of AdExchanger Talks. Determining incrementality is important for any marketer, but accountability for business results is front and center for […]

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