This year’s Advertising Week in New York had three key themes: the challenges of third-party data, the rise of the attention economy, and the demand for ROI from marketers. Below is a breakdown of the key trends and insights from the event.
The Expansion of Commerce Media
“Every brand with valuable first-party data has the potential to become a media network,” said Ellen Mulryan, Senior Director of Retail Data Partnerships at The Trade Desk.
Insight: With tighter access to third-party data, brands with first-party data can now monetize it via commerce media platforms. This trend points to an impending surge in the launch of new commerce media networks and strategic partnerships. Even if a brand doesn’t have a proprietary platform for serving ads, its data can still be highly valuable through collaborations with external publishers.
However, Mike Petrella, Managing Director of Strategic Partnerships at United Airlines, cautioned that owning data alone isn’t enough. “Just because you have data doesn’t mean everyone wants it. You need to organize it, package it, show scalability, and answer the questions that are being asked—not just the theory in your head.”
Our take: As commerce media networks multiply, standing out will require showcasing distinctive value—either through the audience the network serves or the efficiency and utility of its data.
Growth of the attention economy
New platforms for editorial ads and brands’ ties with creators make it easier to test attention-grabbing campaigns.
“If someone can tell us which of our ideas will go viral on TikTok, you will make a lot of money,” joked Joel Yashinsky, CMO at Applebee’s.
Insight: TikTok remains a powerful platform for brands, but predicting what will go viral is still a mystery for many marketers. Successful content on TikTok often hinges on emotional connection, entertainment, or educational value. Brands seeking viral success on the platform should collaborate with established creators. Alternatively, they should include Gen Z members on their social media teams, as they understand the culture.
Our take: To justify investment in creator content, social media teams must develop measurable KPIs beyond likes and views. Mixed media modeling (MMM) was frequently discussed during panels as a potential solution for tracking the ROI of creator partnerships.
The Growing Emphasis on Measurement
“Performance just means measurable. “All media these days is measurable,” said Jonathan Lerner, Senior Director of Client Strategy and Analytics at Tinuiti. He was discussing advertising on commerce media networks.
At Advertising Week, measurement dominated discussions. Marketing teams felt the heat to prove their campaigns deliver financial returns. With advancements in data tracking, even traditionally upper-funnel media tactics can now be quantified. Marketing teams must be able to convey these metrics in a way that helps finance teams understand the value of their efforts.
Jorge Ruiz, Global Head of Marketing Science at TikTok, added, “Where clients find the best advantage and results is where they’re using measurement for learning.”
Our take: Measurement is more than just a tool for demonstrating ROI; it should actively guide marketing strategies in real time. By continually analyzing what works and what doesn’t, marketers can adjust their campaigns mid-flight for better outcomes.
In conclusion, this year’s Advertising Week in New York stressed the need for first-party data, the evolving creator economy, and precise measurement. Marketers who can adapt to these trends will be well-positioned to navigate the changing advertising landscape.