The Business Of Data With Jon Lafayette: The Cost Of Dubious Data
When it comes to data, it might be true that this is the worst of times, and the best of times. On the downside, inaccurate targeting data is costing marketers billions, according to one study. On the upside, AI agents can answer the toughest marketing questions using data in seconds. May we live in interesting times.
Marketers Wasting $7.4 Billion in CTV Ad Spending Because of Inaccurate Data, Truthset Reports
'If marketers can’t rely on the data guiding their decisions, they’re flying blind,' said Truthset's Scott McKinley
In the early days of advertising, retailer John Wannamaker complained that half of his advertising spending was wasted, but he didn’t know which half.
Today with sophisticated data science being used by media companies, agencies and advertisers, there’s still waste, a great deal of waste.
Truthset, which validates the accuracy of consumer data, estimates that $7.36 billion of the $38 billion spent on connected TV ads is being wasted because many campaigns aren’t finding their intended targets. [READ MORE]
iSpot Launches Sage to Bring the Wisdom of Its Data to Clients Instantly
Marketers have a ton of data. Some feel they are drowning in it. They need answers, and they need them quickly. Measurement and analytics company iSpot says it’s ready to deliver.
The ad-tech world has been trying to respond. Artificial intelligence has been stapled to most platforms and products, with questionable results. The new buzzword is “agentic,” an AI that does the work of finding answers for you. Now, it seems like everyone in the ad business has an agentic system.
An adage in the data processing business is “garbage in, garbage out.” Long story short, the result of any computerized endeavor is only as good as the quality of the data that is input.
So, as iSpot introduces Sage, its entry into the agentic AI market, a key point of differentiation is the data that goes into it. [READ MORE]
CIMM Names Directors, Sets Agenda for 2026
The Coalition for Innovative Media Measurement added two senior executives, Dana McGraw of Disney and Ben Hovaness of OMD to its board of directors as it charts its plans for 2026.
McGraw and Hovaness join Kate Sirkin of Epsilon and Larry Allen of Comcast Advertising on the board. [READ MORE]
Celebrity-Filled Commercials Dominated Super Bowl, According to XR
The game itself might not have been too much fun to see, but the commercials in the Super Bowl gave celebrity watchers a lot to do.
According to XR, which manages payments for commercials, 102 celebrities appeared in Super Bowl spots, the most since the company started keeping records in 2020.
Of the 66 commercials that aired, 39 featured celebrities. Those celebrities included actors, musicians, athletes and content creators. Last year, 40 ads featured celebrities. [READ MORE]
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