Talks with Teads | Scope3 on Exploring the Intersection of Data, Creativity, and Technology in Advertising

In the latest episode of Talks With Teads, Brian O’Kelley, Co-founder and CEO, Scope 3, a pioneer in the advertising technology industry, discusses the evolving landscape of creativity and data in the advertising world with Natalie Bastian, Teads Global CMO. 

Key Insights:

The Role of Connected TV (CTV)

• The expansion of connected TV (CTV) platforms has opened up new avenues for brands to reach audiences. Brian discusses how data plays a pivotal role in CTV campaigns, enabling precise audience targeting while also blending the best of linear and digital strategies. This allows advertisers to deliver high-quality creative content with measurable outcomes.

Data-Driven Creativity

• Brian emphasizes the significance of pairing data with creativity. As consumer expectations grow, brands are increasingly leveraging data not just for targeting, but also for informing creative decisions. The key is to craft personalized messages that resonate with diverse audiences, ensuring that every interaction is relevant and timely.

AI-Driven Campaigns and Personalization

• With the rise of AI and automation, Brian highlights how machine learning can enhance campaign efficiency and personalization. AI allows advertisers to quickly test creative variations, optimize messaging in real time, and deliver highly tailored experiences. However, AI is only as good as the data it learns from, and transparency is key to preventing bias and misinformation.

Prioritizing Privacy: Building Trust Through Transparent and Innovative Advertising 

• Despite Google’s delay in deprecating cookies, privacy remains a critical concern for consumers, urging advertisers to focus on creating valuable, non-intrusive experiences that foster trust. Emphasizing transparency in data collection and the need for continuous innovation, advertisers must ensure their strategies align with evolving consumer expectations.

For more insights on the latest trends in marketing, media, and tech, discover our “Talk With Teads” series.