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ITV's Lara Izlan: Cultural Agility Drives Media Future

ITV director of insights Lara Izlan describes how the broadcaster is operationalizing AI, prioritizing first‑party data and reorganizing teams to turn audience fragmentation into commercial advantage. ITV leverages its ITVX streaming platform and a proprietary AI metadata engine called CoMet to accelerate content tagging and personalization. The company combines first‑party behavioral data with zero‑party attitudinal panels and privacy‑safe second‑party partnerships (via clean rooms) to measure outcomes and prove advertising effectiveness. Izlan emphasises that technology is the easier part of transformation; cultural agility, earned trust and blended research/data teams are the critical challenges. ITV merged qualitative research and data science into a single 50‑person Insights Group to marry nuance with scale and drive outcome-based measurement for advertisers.

Snowplow Named Leader in Snowflake Marketing Report

Snowplow announced at Cannes Lions 2026 that Snowflake recognized it as a leader in the Analytics & Measurement category of The Modern Marketing Data Stack report for the third consecutive year. The report highlights Snowplow's delivery of high-quality, real-time, event-level behavioral data into Snowflake's AI Data Cloud to power agentic marketing analytics and AI agents. Snowplow said its server-side, real-time tracking and native Snowflake integration enable accurate attribution, multi-touch and marketing-mix modeling and hyper-personalization. A HelloFresh customer spotlight cites migration to Snowplow raising data accuracy from 33% to 95%. Snowplow claims usage across 2M+ websites/apps, processing over one trillion events per month, and counts 250+ enterprise customers including Experian and Condé Nast.

Quantcast Launches Brand Advertising Solutions to Maximise the Impact of Every Marketing Dollar - ExchangeWire.com

Quantcast announced a new suite of brand advertising solutions enabling marketers to plan, activate, and measure video, native, and display campaigns across the web and connected TV. Building on cookieless technology, the platform aims to provide access to a unified audience and real-time, automated optimization to improve brand impact. The centerpiece is Brand Lift Live, an integrated real-time survey tool within the Quantcast Platform that measures brand awareness and consideration and enables in-flight adjustments to audiences, frequency, and creative. The launch emphasizes scalable audiences, premium inventory, and cross-screen activation, with measurement extending beyond traditional proxies like viewability or CTR. Lancôme is cited as a case demonstrating effectiveness, while Auto Trader and others are noted as applying these capabilities. Executives including Konrad Feldman (CEO) and Peter Day (CTO) discuss simplifying brand advertising workflows and timely measurement.