Brian Irving

My First AI Post @2025 (and thank you to the Aperiam AI Fellows and to Dawn West and Alex Netelkos for making that happen!): If viewability was the training wheels of digital measurement, attention is the carbon-fiber racing bike we’ve just learned to ride. Erica kicked us off by pointing out the obvious: “viewable” doesn’t mean “seen,” and certainly doesn’t mean “engaged.” McKinsey’s neat formula — time × focus × intent — resonated as a starting point, but the real magic is in using that across channels and across the funnel. Why does this matter now? Because omni-channel is no longer a buzzword — it’s the messy, lived reality. CTV, digital out-of-home, mobile gaming, social feeds — each has wildly different engagement norms. An attention metric gives marketers and publishers a lingua franca, a Rosetta Stone to compare value and outcomes without pretending a click on a banner is the same as leaning into a big-screen spot. Publishers want credit for premium environments. Marketers want to normalize buys across hundreds of brands, countries, and media types. Attention-weighted CPMs (ACPMs) start to solve both. Even a global CPG can look across Meta, YouTube, stadium signage, and print — and make sense of it. Is it perfect? No. Is it better than a stack of inconsistent KPIs and gut feel? Absolutely. And yes, AI is in the wings — not as the protagonist, but as the stagehand making the hard stuff easier. It can normalize messy data, connect attention signals to outcomes, and embolden teams to try bolder experiments. Which brings us to the closing provocation: What if a few brave brands and publishers agreed to really transact on attention — rough edges, no gaming, shared responsibility for outcomes? The moment feels right to test whether attention can become not just a metric, but a currency. Marc Guldimann Adelaide David Zapata AB InBev Michael Shields Cory Treffiletti Rembrand McKinsey & Company

83

8 Comments

If you couldn't make it to Las Vegas for #CES2026, ADWEEK just published the highlights from my conversation with Jenny Rooney. 👉 https://bit.ly/3NmAiai In the piece, we preview the AI Disruption Index, Moloco’s new research with Boston Consulting Group (BCG), which maps 15 industries into four strategic realities. When 75% of consumers believe LLMs help them find better deals than they can find on their own, AI isn’t just optimizing discovery. It’s replacing it entirely. With the AI Disruption Index, we wanted to give brands a clear, data driven way to understand their exposure to AI driven disruption, based on the strength of their customer relationships. Check out the article for the initial breakdown, but stay tuned for the deep dive when the full report releases on January 21st. #AIDisruptionIndex #MarketingStrategy

41

4 Comments

It’s not often you get to hear from two OGs who helped build programmatic back when it all started. PubMatic's Rajeev Goel and Scope3's Brian O’Kelley reflect on how far we’ve come, and how the Ad Context Protocol could shape what’s next for digital advertising.

19

U.S. energy demand is surging — don’t get left behind. New gas projects and large industrial loads are reshaping power markets at breakneck speed. In this high-stakes landscape, timely and accurate data is essential. Halcyon’s Data Products, powered by a regularly updated authoritative data catalog of 4.5+ million documents from all 50 public utility commissions, ensure you always have the latest energy market intelligence. Download this guide to see how AI can help power sector stakeholders find new growth opportunities first.

6

Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

48

1 Comment

Every CMO I talk with right now is juggling AI pilots, brand risk, compliance drag, martech sprawl, and relentless ROI pressure. The experimentation phase is over. The operating model is changing. AI is table stakes. A creative multiplier is the edge. The real shift is moving from platforms with AI bolted on to an AI-powered creative operating system that helps teams actually create, ship, and scale work faster. This is the future Canva is building toward. On March 11, we’re bringing AI Vision to Spring Studios in NYC. 🗽 Join a room full of the people building what modern creative and marketing teams will run on next. Cameron Adams — Co-Founder & CPO, Canva Ashley Kramer — VP Enterprise, OpenAI Stefano (Stef) Corazza, PhD — Head of AI Research, Canva Alejandro Matamala-Ortiz — Co-Founder & CDO, Runway Jenny Wen — Product Design Lead, Anthropic …and more. If you’re rethinking how your team creates and operates in the AI era, this is the room to be in! Spots are limited: https://lnkd.in/dHsGhahU

98

1 Comment

The most successful brands aren’t just louder, they’re smarter. They connect through 1:1, personalized experiences that people actually want and that’s how they stand out. Customer insights, zero-party and first-party data, it all tells a story. One that helps brands show up where customers spend their time, at the right moment, with the message that matters most. Thread®'s Logan England and I recently joined Nova Safo on Marketplace Technology to talk about how AI is helping small businesses make every moment count. Give it a listen — and reach out if you want to keep the conversation going. https://lnkd.in/gC2ubcyy

41

2 Comments

🚀 Big news from Jasper! Today, Jasper reimagines marketing with the first multi-agent platform built for marketers to streamline the way teams plan, execute, and scale. 🎨 Canvas brings strategy and execution into one shared workspace. 🤖 Agents handle high-volume tasks like optimization, personalization, and research. 🧠 IQ ensures every output is on-brand and compliant, automatically. And we’re not just launching a new Platform—we’re launching a new Brand. Jasper now reflects the bold, strategic marketers we serve. In a world where everything is AI saturated, brand is how companies will stand out. Our rebrand isn’t just a new look. It’s a clearer expression of how we help marketers lead. Let's go!

788

20 Comments