Nativo’s Sam AmiriAI is also gaining prevalence in the advertising industry. But it’s important to know who is in the driver’s seat, said Sam Amiri, chief revenue officer of Nativo. Without human oversight, “there’s a breakdown in making the ad experience relevant and human,” he said. It’s important to “make sure that that human element continues to exist, builds brand equity, and helps create longevity with the consumer relationship.”
(L-R) Viant’s Tim Vanderhook, ADWEEK’s Will LeeThe future of tracking and agency relationships
Tracking simplification is important, noted Julia Fedor, United Airlines’ head of operations, brand marketing. Instead of the agency delivering a “big, beautiful report” months after a campaign ends, she wants an executive-level summary with three slides she can take to her leadership.
Agency and brand relationships are changing in other ways, too, Amiri said. “No one wants a one-stop shop, because they want partners with subject matter experts,” he said. That includes bifurcating measurement and planning tools, with groups coming together and representing the same value proposition.“Media companies partnering with measurement companies with distribution—building communities that are all focused on similar challenges and achieving communal goals is the answer.”
Featured Conversation Leaders
- Sam Amiri, Chief Revenue Officer, Nativo
- Rankin Carroll, Global Chief Brand Officer, Mars Wrigley
- Justin Choi, Founder and CEO, Nativo
- Julia Fedor, Head of Operations, Brand Marketing, United Airlines
- Eric Flinn, Executive Creative Director, Danone
- Andrea Gellert, VP, Business Marketing, Meta
- Jessica Giles, Managing Director, Media Experience Practice, Code and Theory
- Mandy Gill, Managing VP, Marketing, Marriott
- Will Lee, CEO, ADWEEK
- Tim Vanderhook, Co-founder and CEO, Viant