Teads returns to the fusion of Cannes Lions Post Browbrain

Teads returns to Cannes Lions Post-Merger with Outbrain, and his clients explain how the freshly combined firm can help brands use artificial intelligence, directed advertising and data-based strategies to expand their businesses and achieve them.

Here, TEADS’s CEO, David Kostman and the business manager of the Americas, talk to The Post about Life Post-Ferger, how the company works with news publishers to recover the advertising dollars and take advantage of the AI ​​power.

Q: What is the TEADS mission and how do you work with customers to maximize your advertising strategies?

David Kostman: At Teads, we focus on creating a platform to promote the best large -scale results
On the Open Internet, providing real results for advertisers for all their campaigns, from the brand to the performance. Our goal is to become the unique partner for brands and agencies to better connect consumer travel steps: balance brand and performance marketing strategies to fuel the public more effectively as they move through the funnel and provide real commercial results of their media investment.

Jeremy Arditi: The brands have trusted too much time solutions when public advertising is made. There is a massive opportunity for the Teads to become the destination for these advertisers to reach the open public on the Internet on a scale and to promote the strongest business results with a cohesive strategy. We know that finding the ideal balance of investment in long-term brand awareness and short-term performance gains is an equitable problem for modern sellers: we aim to become the partner who allows them to find this ideal balance and execute themselves perfectly against him.

Q: How has Cannes Lions evolved for your business and what do you expect more this week?

DK: It has been only four months since we fused the outbreak and the Teads, and we are delighted to do
Share more information about the TEADS brand and the strategic management of the Cannes Lions this year. Cannes is a great opportunity to get to know so many of our great partners and have in -depth discussions with them about the future of the industry and how Teads will play an important role in their plans.

Already: By 2025, brands are more focused than ever on the driving of measurable results, especially in the midst of such macroeconomic uncertainty. We hope that the lions will have many discussions on advertising efficiency, the results and the role of the AI ​​in feeding them. We believe that the vision and mission of the new Teads could not be more appropriate with it, and planning to focus most of our time in Cannes to share how we can allow our partners to browse these critical issues.

Q: The outbreak has recently acquired Teads. How has your business amplified?

DK: It has been an exciting time, as the Union of Outbrain and Teads forms one of the largest advertising platforms on the open Internet, with more than $ 1.6 billion on raw advertising expenses. The two companies have decades of deep expertise in performance advertising, predictive modeling, omnichannel brand and video. This combination not only allows us to create a scale advertising platform, but also positions itself to help brands optimize their advertising strategy from the brand to the performance.

Already: We launched the label “high results” to represent the new vision of Teads, reflecting our approach to the driving of real business results with each dollar of media, while raising the expectations of the advertisers of the beautiful creative experiences that they can offer from screen to screen. It has been exciting to see the response of the market and the interest in this value proposition a few months after the announcement of our merger closure.

Q: Are consumers cautious to spend due to economic uncertainty and rates news, have you seen an impact on the advertising budgets as a result?

DK: We have seen the advertisers focus more on the real commercial results, given the greater economic uncertainty in the current market. The advertisers want to understand exactly as every step of their marketing funnel, from the brand to the consideration to the performance, it correlates with the real results and the sales roi [return on investment]. Platforms that may offer clear solutions to these questions and point to a result attributable to each type of investment will be those that prosper in this period.

Q: What are some examples of your most successful collaborations?

Already: We have created an incredible foundation through more than 50 joint business collaborations with Fortune 500 brands worldwide. This model reflects several of the basics of Teads, especially our ability to serve as a consultative partner that deeply understands the largest goals of the brand, the values ​​of the brand and the considerations when it comes to reaching its audience.

With the new Teads, we can expand how we advise these partners: to provide solutions to perfectly connect the creative experience they offer on CTV [connected television] on the web and beyond. Although showing how to provide brand and performance strategies using a scale
The platform provides stronger business results. We are excited to continue to expand this business and become the unique JBPS partner to promote the best business results everywhere that their audience consumes the media.

Q: The brands have been cautious with advertising with news publishers. How do the publishers fight? What have you seen that works?

DK: Caution here is a problem of perception, not a performance problem. We have seen brands block non -precautionary trusted news publishers while making ads along with social platforms misinformation. This disconnection must be challenged. What works is to change the conversation from emotion to evidence. The reality is that the ads on quality news content works just like those of life pages or sports pages. Publishers who present this data are clearly and use technology to prevent really insecure content is gaining confidence.

TEADS works closely with partners like Stagwell and Prohaska to return to consciousness and dollars at Premium news. When the marks see that these environments are not only safe, they recognize the value. It is not a matter of asking them to support journalism by principle, but rather to show them.

Q: How will the APEN OF INTERNET-Capacity be accelerated to become a complement to the advertising strategies of walled gardens?

DK: The walled gardens have achieved successful results due to their algorithmic approach, directly linked to the behavior and deterministic interests of users, optimized for the results of advertisers on a massive scale of various media environments. However, its access is limited to specific users’ moments and mindsets: the Open Internet provides a wider canvas of moments to generate awareness, influence purchase decisions and driving results. As a result, it has one of the most diverse quality ranges of quality, the signs of participation data, care and interest in feeding the models of AI.

Taking these signals effectively can allow us to capture a much greater opportunity in terms of how we connect consumer experiences on the screens to boost the results. AI will allow us to fill the critical lagoons to understand how consumers move through a brand marketing funnel. In the past, the deterministic vision of the user’s profile has been necessary to enable it. Now, AI challenges us to think about what factors we need to offer a great and relevant consumption experience that best coincides with the brand with moments of consumption.

Q: What is the future of platforms and platforms of demand as brands sail and take advantage of the transformation of AI?

Already: AI is ready to remodel the future of platforms and DSPs [demand-side platforms]Especially in how the brands are developed and campaigns are escaped. In terms of creation, it allows for a quick production and high quality production test on the screens, which reserved once for large advertisers. At the same time, the IA reduces the entrance barriers to CTV, making the premium video more accessible to small and medium -sized businesses by reducing costs and simplifying production. As the AI ​​continues to evolve, the future of advertising will be defined not only for those who have the largest budget, but also by those who use technology smarter.