Allison Schiff, Author at Chief Marketer

How Molson Coors Keeps Creative Effectiveness On Tap

For Molson Coors, creative effectiveness is about more than just generating buzz; ad creative needs to boost sales and improve brand health. Who cares how funny or award-winning a piece of creative is if it’s not helping sell beer, said Sofia Colucci, North America CMO of Molson Coors, speaking at the Marketecture Live event in […]

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AdExchanger Talks

Healthy Growth In The Age Of AI

Mary Beech, chief growth officer at health-and-wellness brand Thorne, shares how she’s turning marketing into a growth engine amid AI-driven discovery and chatbots that get loose with the facts.

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AI

The Boring Infrastructure That Could Make Agentic AI Happen For Ad Tech

For all the talk about AI transforming marketing, many brands still wait weeks just to push a single audience from a CRM into paid media – a lag that’s hard to square with the rise of autonomous AI agents. “But that’s actually pretty normal in the industry,” said Rio Longacre, a partner and global ad […]

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AdExplainer

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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