Identity

For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?

When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” Roche says.

New social media content moderation policies will enable connections with audiences that reflect a broader range of perspectives, expand inventory, and provide opportunities for contextual alignment.

People Inc. – the former Dotdash Meredith – is fighting on multiple fronts to keep its business growing as Google Search declines precipitously as a source of referral traffic.

TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?

On Wednesday, AI-powered audio intelligence platform Sounder launched a new version of its brand suitability and contextual targeting tool for podcasts that can understand the nuances of Spanish-language audio content.

Today, David’s Bridal is as much an AI-powered tech company as it is a retailer of wedding apparel and accessories, according to Elina Vilk, president and chief business officer. The company recently unveiled a new digital transformation strategy centered on agentic AI and personalized experiences.

Alliant will integrate AnalyticsIQ’s audience modeling platform, which is based on user surveys and studies of health, wellness and cognitive psychology.

Even the CMA doesn’t seem to care about the Privacy Sandbox anymore. On Friday, it announced that it’s begun the process of “releasing” Google from its Sandbox commitments.

If there’s one safe prediction heading into Cannes this year, it’s that AI will be everywhere: in panels, on yachts and splashed across every DOOH ad within a 10-kilometer radius of the Croisette. But behind the noise, something real is happening. We are witnessing a strategic shift. AI is evolving from a shiny object into a performance engine that helps marketers uncover hidden audiences and iterate faster while delivering relevance at scale.