Seedtag

Brands Prioritize Real-Time Context Over Past Purchases

At an ADWEEK House Cannes Lions panel co-hosted with Seedtag, marketing leaders argued that static customer profiles and historical purchases are no longer sufficient for effective advertising. Speakers from Electronic Arts, DoorDash and Seedtag said advertisers must combine past behavior with real-time signals — such as in-game mood, situational triggers and the user’s environment — to deliver relevant messages. EA highlighted how gameplay actions and an EA Advertising launch give brands insight into player intent (including a partnership where millions used Coach handbags in The Sims). DoorDash described an occasion-based approach to match merchants with active buyers. Panelists also noted that AI can aid interpretation but human oversight and contextual creativity remain critical.

CMOs Struggle to Prove Value of Ad Creative

A Digiday Future of Marketing briefing highlights that many chief marketing officers lack confidence in proving the effectiveness of ad creative to finance teams. A Gain Theory survey of 115 brand marketers found 49% were not confident their data could defend marketing decisions to a CFO, and 62% said they were buying media carrying creative assets whose true value was unknown. Marketers apply more scrutiny to media than creative, while most generative-AI investment targets efficiency rather than measurement. The piece cites advertisers (Lenovo) running integrated media-and-creative measurement with partners (Seedtag, Kantar, Lumen) that delivered measurable brand lifts, and notes measurement vendors (Mutinex, System One) reporting growth. The article frames a widening “confidence gap” that has already led to budget cuts for some marketers and is driving increased investment in measurement and AI-driven MMM approaches.

Omnicom & Ad Alliance Launch AI Contextual TV Tool

Omnicom Media Germany and Ad Alliance introduced an AI-powered advertising solution for linear television that selects and serves ads almost in real time based on program context, audience signals and content analysis. The system merges broadcaster program data with audience identities from Omnicom’s Acxiom identity platform and AI-driven content analysis, operating inside a GDPR-compliant clean‑room. The technology is intended for linear TV and can also be applied to Connected TV (CTV), AVOD, BVOD and online video. The launch includes a pilot campaign with smart‑home brand Ring, which will deliver contextually matched creatives (e.g., cut‑ins, L‑banners or post‑roll spots) in relevant program moments. Omnicom and Ad Alliance position the tool as bringing digital-style real‑time relevance to TV while measurement of attention, relevance and ad effectiveness will accompany the test.