Joanna Gerber, Author at Chief Marketer

How This Disaster Relief Nonprofit Tapped First-Party Data To Reach Donors Year-Round

No matter the season or what’s in the news, there are always people in need of medical resources. But nonprofits that provide those resources receive most of their donations during moments of increased public attention, such as natural disasters. Once the public attention wanes, said Tony Morain, VP of communications at humanitarian aid organization Direct […]

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AI

Large Language Models Are Overkill For Some Marketing Tasks. Enter The Small Language Model

It’s no secret that large language models (LLMs) have gotten exorbitantly expensive. Companies are starting to limit their employees’ AI usage to save money; OpenAI has even discussed lowering the cost of tokens to retain financially anxious customers. But you know what’s cheaper than a large language model? A small language model. AI company ZeroGPU […]

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AI

The Agentic Media Buying Platform That Says The Less AI, The Better

Everywhere you look, a new agentic measurement tool seems to have sprung up. Agentic execution layers, on the other hand, are harder to come by, according to Nathan Venezia, founder of Concord. (As you may have guessed, Concord, which is based in France, is a platform for agentic media executions.) “I’m not going to say […]

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Marketers

Monks Has A New Head Of Data And Media

Gila Wilensky knows the secret sauce behind good marketing – you could even say she’s a chef of sorts, having spent the past six years working on business growth within WPP, most recently as its chief solutions officer for North America. But it was time for a change. On Monday, Monks, the digital arm of […]

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How A New MCP Is Helping Advertisers Bet Bigger On YouTube

YouTube doesn’t have an official MCP server, so third parties have had to take matters into their own hands. On Wednesday, video advertising platform Pixability joined the conversation with the launch of a Model Context Protocol-enabled agent built specifically for YouTube ads that allows clients to integrate Pixability’s proprietary YouTube intelligence and data into their […]

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Marketers

The AI Tool That’s Giving Landlords A Leg Up On Zillow

In the wise words of Spider-Man, with great power comes great responsibility. Nowhere is this more true, perhaps, than in the tech industry. In just a couple of years, consumers have become “AI native,” said Anda Gansca, CEO and co-founder of customer journey intelligence platform Knotch. This means that consumers have higher standards for the […]

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AI

This AI ‘Brain’ Wants To Get Rid Of The Grunt Work In Creative Campaigns

Agentic systems and the scarecrow from “The Wizard of Oz” have more in common than you might think: They’re both in dire need of a brain. At least, Innovid thinks so. Last year, Mediaocean-owned Innovid, which, these days, describes itself as an omnichannel ad platform, came out with an orchestration layer to connect fragmented data […]

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Marketers

Political Advertisers Shouldn’t Have FOMO – They Can Customize Audiences Like Anyone Else

The world of political advertising is still a little old school. First off, their fundraising methods still seem to be heavily reliant on generalized calls and texts. At least, that’s my assumption based on the number of desperate messages that politicians – and sometimes even their dogs – have sent me. TV is still the […]

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Marketers

How American Home Shield Revamped Its Targeting Strategy Amid Data Fragmentation

Media fragmentation is the ultimate paradox. There are more places than ever to reach an audience, but it has become increasingly difficult to grab their attention. And when attention is so divided, it’s hard to “feel confident that you’re reaching the right customer at the right time,” said Andrea Steele, director of media and marketing […]

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AI

How Much Are Bots Costing You? IAB Tech Lab Wants Content Owners To Find Out

The bots are hungry for content. The content owners are hungry for monetization. And the IAB Tech Lab is working on new recommendations that will – hopefully – help everyone get fed. On Wednesday, the Tech Lab released its guidance for bot management strategies, which is open for public comment until June 26. The purpose […]

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