The Business Of Data With Jon Lafayette: New Execs In MarketCast C-Suite
MarketCast is leveling up with a new set of top level executives. The company will be rolling out its new cornerstone product, Total Effect, its AI-driven, predictive data product next year. Speaking of AI, everyone talks about it. Comscore measures it. See what it found below. AI is also a reason why WPP Media is optimistic about advertising spending. Thanks for reading.
MarketCast Hires New Executive Team Ahead of Total Effect Launch
‘Marketers are facing unprecedented pressure to prove what’s working, and MarketCast is uniquely positioned to answer that,’ said new CEO Lana Busignani
MarketCast, an ad tech and data company, has installed a new executive leadership team as it prepares to launch Total Effect, its next generation product.
Lana Busignani, previously with NielsenIQ, was named CEO. She succeeds Amy Fenton, who will continue as a senior advisor to the company.
MarketCast also named a new chief revenue officer in Paul Shortley and chief marketing officer Kerel Cooper. [READ MORE]
TikTok Dances With DV to Get Deeper Attention Metrics
TikTok is still around. Just ask my teenage daughter.
Congress passed a law last year that was supposed to shut down the video platform if it didn’t shed its connections to the Chinese government. President Trump kept it open, claiming a deal was near.
While we’re waiting, TikTok has a big audience and advertisers are eager to reach it. [READ MORE]
Comscore Report Shows Marketers How AI Is Affecting Consumer Behavior
According to the buzz, artificial intelligence is taking over the world. It’s attracting billions in financing, worming its way into business processes and displacing human workers in offices and Ubers.
Some say AI will make the economy more efficient, others say it's an overhyped bubble being pushed by tech billionaires and would-be tech trillionaires.
AI is also having an impact on consumer behavior that marketers need to understand in order to succeed in this new environment. [READ MORE]
WPP Media Offers More Positive Ad Spending Outlook
Ad buying giant WPP Media says 2025 is turning out better than it expected in terms of advertising growth.
In a new forecast released Monday, WPP Media says ad growth will come in at 8.8% excluding U.S. political advertising.
For 2026 it expects to see growth of 7.1%.
WPP expects the U.S. ad market to hit $633.3 billion by 2030. [READ MORE]
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