POSSIBLE special edition: AI, retail media, and CTV takeaways

Plus: Loyalty marketing’s key component [Insider Intelligence]( [Emarketer Daily Special Edition]( Daily Special Edition]( This POSSIBLE 2024 special edition is made possible by Roundel APRIL 18, 2024 POSSIBLE 2024 just wrapped up, but our coverage of the event hasn’t. Read on for what we learned about AI, connected TV, and retail media at this year’s conference. Was this email forwarded to you? Sign up [here](. TOP STORY [AI, retail media, and CTV: What you missed at POSSIBLE 2024]( The POSSIBLE 2024 event zeroed in on frontline issues marketers are wrestling with, devoting significant attention to cutting-edge topics like AI, the cookieless future, retail media, the [creator economy]( and cultural representation. - AI was a prevailing theme, with excited chatter at happy hours about leveraging generative AI for personalization, creative, and brand-consumer interactions. The topic sparked lively debates around [influencer marketing]( best practices, how to effectively scale these efforts, and measuring impact. - With so many sessions tackling cookie deprecation and the cookieless future, heated conversations occurred at happy hours regarding readiness, new measurement approaches, and the value of [data clean rooms](. [Keep reading]( ANALYSIS [Retail media can be a powerful component of loyalty marketing, says POSSIBLE panel]( Retail media can be a potent tool in the realm of loyalty marketing. That’s the main takeaway from a panel discussion sponsored by Target’s Roundel network (and led by its partner solutions vice president, Matt Drzewicki) at this week’s POSSIBLE marketing conference. Brands are increasingly focused on collecting "zero-party data" through loyalty programs that incentivize customers to willingly share information. These initiatives can have big payoffs. Target Circle members drive nearly five times more shopping trips than regular guests and spend five times more on average. [Keep reading]( INDUSTRY VIEWS [The heart of the matter: Exploring the strategic interplay of loyalty and retail media networks]( Leveraging over 90% of sales data, Target's innovative use of first-party information through its Circle program and Roundel network is redefining how brands connect with consumers. Explore the transformative power of data in crafting personalized shopping experiences that resonate and drive loyalty. This article was contributed by Roundel. [The heart of the matter: Exploring the strategic interplay of loyalty and retail media networks | Sponsored Content]( [Keep reading]( OVERHEARD AT POSSIBLE We’ve had our ears open for what marketing experts are saying at POSSIBLE. Here are some key quotes, along with our own takeaways. [Vayner Media CEO Gary Vaynerchuk]( “The elephant in the room is that we've separated media and creative in the last 25 years, which has made it extremely challenging for our clients to measure success. I think there's a real opportunity to bring media and creative together back together again under one roof—not a holding company—under one agency roof.” Our take: It is difficult to measure success, particularly because it’s unclear what success means. Between nuances in walled gardens and a lack of agreement on which metrics matter, brands need to figure out what they consider a successful ad campaign, but they may need agency help along the way. [GE CMO Linda Boff]( “I think we're still somewhat in the [generative AI] hype cycle, but I think today it is less the promise and it's a beginning to be a little more practical. A year ago, I think people were spouting [AI] out and had no idea what they were talking about. I think now people may know what they’re talking about.” Our take: There are a lot of untrustworthy generative AI hype men, but there are also a lot of retailers and marketers using the tech with real results. That said, the tech’s actual use isn’t meeting its [perceived marketing potential](. [Instacart CMO Laura Jones]( “This year we’ve really made some strides forward, especially when we think about the power of data, and our first-party data, and really taking this beyond just the idea of a retail media network to retailer-powered media.” Our take: [We agree]( and project off-site retail media spend will make up 19.5% of US retail media network ad spend this year. POSSIBLE POSTS 🩷 [Janelle Monáe on pushing brand aside]( 🤝 [Seth Matlins on consulting, convening, and co-investing]( 🐶 [Pitbull on collaborating with anybody, anywhere, about anything]( PODCAST [Behind the Numbers: The Daily]( How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](