Festive campaigns must now adapt across languages, cities, audiences, offers and screens. As AI accelerates this, brands are shifting from approving e...
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This festive season, brands are approving systems, not just ads
Duplicated reach: The media waste hiding in plain sight
Ad fraud is no longer the only worry. As festive CPMs rise and audiences fragment across screens, marketers are looking at another source of wasted sp...
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Shift to System Approval. Brands are moving towards approving advertising systems instead of individual ads, allowing for more efficient and adaptable campaigns.
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Focus on Media Waste. With rising CPMs and audience fragmentation, IAS highlights the importance of addressing duplicated reach as a significant source of media waste.
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AI Integration. The integration of AI in advertising processes is accelerating the shift towards system-based approvals, enhancing campaign adaptability.
FAQs
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IAS encourages brands to approve advertising systems rather than individual ads to enhance adaptability across various demographics and platforms.
IAS is focusing on duplicated reach as a significant source of media waste, especially as CPMs rise and audiences fragment.
AI is accelerating the shift towards system-based approvals, allowing for more efficient and versatile advertising campaigns.
Duplicated reach leads to wasted ad spend as audiences are repeatedly exposed to the same ads, which can dilute campaign effectiveness.
The trends of rising CPMs, audience fragmentation, and the integration of AI are influencing IAS's recommendations for more efficient advertising strategies.
AI-assisted summary, reviewed by our newsroom
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IAS is adapting to the evolving advertising landscape by encouraging brands to approve systems rather than individual ads, particularly during the festive season. This shift is driven by the need for campaigns to be more versatile across various demographics and platforms, as AI technology plays a significant role in this transformation.