Television advertising has the reputation of mainly being a vehicle for branding. But that’s a misconception, says Arjun Kapur, managing partner and founder of Comcast’s Forecast Labs.

In March 2021, Hudson’s Bay Company, which owns Saks Fifth Avenue, made an unusual move to split its ecommerce business and physical stores into two separate companies. Why? We got Emily Essner, CMO of Saks, to explain.

Brands that don’t invest in diverse media are missing out on revenue. “Audiences in those communities reward you for noticing them,” says Mark Walker, CEO of Direct Digital Holdings.

The digital advertising industry has been too focused on data perfection, according to Analytic Partners CEO Nancy Smith. But as data disappears due to signal loss, brands have an opportunity to regroup around “commercial analytics,” a different measurement approach focused on driving outcomes with less user-focused data.