Transparency shift: CMOs navigate new norms in agency profit models

Many CMOs seem to be okay with their agencies finding new ways to increase margins, as long as the process is transparent, or at least openly acknowledges a lack of transparency. May 17, 2024 [PRESENTED BY]( [Transparency shift: CMOs navigate new norms in agency profit models]( Many CMOs seem to be okay with their agencies [finding new ways to increase margins](, as long as the process is transparent, or at least openly acknowledges a lack of transparency. Updates from the upfront: - Legacy networks and digitally native streaming platforms are [adding AI features to find and reach new audiences]( with targeted ads. - Now that the OGs of TV content — NBC Universal, Fox, Disney and Warner Bros Discovery — have presented their upfront programming plans to thousands of media folk, the common theme among the presentations shows how much the industry has returned to its content roots: [It’s all about the streaming. And sports.]( Additional coverage: - This year [Digitas North America plans to exit the programmatic open market]( and only purchase auction packages through PMP deals with a limited number of SSPs, executive Leah Askew said at the Digiday Programmatic Marketing Summit. - Publicly-traded media companies [touted new deals with generative AI tech companies]( and other new applications for the technology in their Q1 2024 earnings calls. - To get a better understanding of why the people part of management is so important, we spoke with Julia Toothacre, a career strategist in [episode four of the third season of our podcast The Return](. Other things to know about - Today is your last chance to join Digiday+ and [get 12 weeks for the price of 6](. - Marketers are optimizing campaign targeting and messaging by [leveraging data-driven consumer insights](. Sponsored by Acxiom. - According to new research from Activision Blizzard Media, differences in playing behavior impact the likelihood of identifying as a gamer and [how players receive and respond to in-game advertising](. Sponsored by Activision Blizzard Media. Top Stories Ivy Liu [Evolving Agencies]( [Transparency shift: CMOs navigate new norms in agency profit models]( Many CMOs seem to be okay with their agencies finding new ways to increase margins, as long as the process is transparent, or at least openly acknowledges a lack of transparency. howdy! [Generative AI]( [TV networks embrace AI at the upfront to improve audience targeting and commerce]( Legacy networks and digitally native streaming platforms are adding AI features to find and reach new audiences with targeted ads. 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[The Programmatic Marketer]( [How Digitas North America’s Leah Askew is looking to rein in the agency’s programmatic supply sources]( This year the agency plans to exit the programmatic open market and only purchase auction packages through PMP deals with a limited number of SSPs. [Sponsored by A+E]( [Q&A: How attention, search and recall are producing more effective video ad metrics]( In this new Q&A, leadership from A+E discusses using attention metrics to connect recall and search, measuring attention and implementing attention-driven insights. howdy! [Business of TV]( [How streaming muscled its way into the upfront spotlight among the OGs of TV]( Now that the OGs of TV content — NBC Universal, Fox, Disney and Warner Bros Discovery — have presented their upfront programming plans to thousands of media folk, the common theme among the presentations shows how much the industry has returned to its content roots: It’s all about the streaming. And sports. Advertisement [Sponsored by Klaviyo]( [How e-commerce and brand marketers are deploying AI trends]( According to a recent global survey of more than 1,500 e-commerce and brand marketers, 53% of respondents use predictive or conversational AI to aid in curating insights — going beyond ChatGPT to better serve their customers. Download this report for more insights into how marketers are using AI. howdy! [Generative AI]( [Publisher execs talk AI licensing deals, new applications for AI in latest earnings calls]( Publicly-traded media companies touted new deals with generative AI tech companies and other new applications for the technology in their Q1 2024 earnings calls. howdy! [Future of Work]( [How to have hard conversations as a manager: The Return podcast, season 3, episode 4]( To get a better understanding of why the people part of management is so important, we spoke with Julia Toothacre, a career strategist. 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