CTV Advertising Strategies:

Insights from CTV leaders at Dentsu, Horizon Media and more

SECURE YOUR SEAT

Short Takes: Prepping for the People Network

 

Rishad Tobaccowala likes to say he worked in digital before it was cool, going all the way back to the CD-ROM days of 1993. Nowadays, he’s less interested in digital technology, but more interested in people. The chief innovation officer at Publicis Groupe told the audience at Digiday Social: “People want to be god.” He said, “Any company that gives people god-like power will win. One of the most important things we have to recognize is we’re marketing to the gods.” One of the key platforms driving the people network is Facebook, which Tobaccowala sees as a “discovery engine.” Its moves today to introduce Timeline and new ways to share content certainly point in that direction. But Tobaccowala isn’t worried about Facebook’s growing power. He’s seen it before. “You have to deal with them with some reverence,” he said, but with some attitude of ‘someday you’re going down too, sucker.’”

 

https://digiday.com/?p=2521

More in Media

Ad Tech Briefing: The ‘plumbers’ posing as the unlikely saviors of the internet

After several false dawns, can Cloudflare’s ‘anti-AI scraping tool’ finally offer publishers a road to commercial redemption? 

Generative AI, not ad tech, is the new antitrust battleground for Google

Global regulatory scrutiny is shifting from Google’s ad tech and search dominance to generative AI, as they aim to address the most pressing threats to publisher business models.

Yahoo takes cues from platforms as it offers more editorial control to creators

Through its creator program, Yahoo is evolving from its roots as a content aggregator and editorial publisher to more of a distribution platform for individual creators.