Cynsiders Archives - Chief Marketer

Canela Media Partners With Sprite for Holiday Campaign

Canela Media has partnered with The Coca-Cola Company for Sprite’s new holiday campaign featuring Las Marías, twin sisters who perform regional Mexican music. Developed and produced by Canela Studios, the campaign for Sprite’s Winter Spiced Cranberry soda is aimed at engaging Hispanic American consumers who embrace both tradition and modernity. The spots showcase two parallel holiday experiences […]

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Let’s Get Real About Agentic AI

As CES approaches, we’re seeing a surge of “agentic AI” announcements across adtech. But does the messaging match the reality? Frans Vermeulen, President of Swivel, separates what’s real from what’s aspirational. Why are DSPs emerging as the earliest movers in agentic AI? DSPs sit at the heart of fragmentation, complexity, and control. […]

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DBC: Staying Ahead of the Curve

DBC, a PR and marketing agency specializing in adtech and data insights, has been named to Cynopsis’ inaugural “25 in 25” list, recognized for its forward-thinking approach to helping clients break through a crowded and rapidly evolving marketplace. President Bill Daddi discusses how the company continues to stay ahead of the curve. DBC is an […]

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Intent vs. Action: The Real Story of Holiday Shopping 2025

By Kristen Whitmore, VP of Insights, Lotame Holiday shopping used to be predictable. This year, Gen Z, millennials, and a growing group of “new frugals” are shifting long-held behaviors, and the gap between what shoppers say and what they actually do has become impossible to ignore. Marketers continue to hear one dominant message: consumers expect […]

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TOGETHXR x StudBudz Redefines Fan Engagement

Sports media company TOGETHXR staged a major takeover during NWSL Championship week, generating 4 million impressions in just 72 hours. The lineup featured content like a pre-match livestream with the WNBA’s StudBudz duo, Courtney Williams and Natisha Hiedeman—friends known for their hit Twitch channel—along with Megan Rapinoe popping into the suites of NWSL Commissioner Jessica […]

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The Future of Ad Tech: How Protocols and Agentic AI are Forging a Simpler, Smarter Ecosystem

By Brendan Norman, Co-founder & CEO of Classify The ad tech industry is at an inflection point. With programmatic digital media spend poised to surpass $200 billion by 2026, the complexity that has long characterized this ecosystem is finally being dismantled. The drive toward a more efficient, valuable, and transparent future is being powered by […]

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AI, Authenticity, and Creative Firepower Redefine Sports Branding

The age of quality over quantity for sports brands is over, according to marketing agency IMG’s Digital Trends Report 2026. Instead, success lies in being consistently visible, authentic, and responsive, using AI to streamline workflows but investing heavily in creative talent and resources. Additional insights and predictions from the report include: To stay competitive, rightsholders […]

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AI and Accessibility Fuel a New Wave of Growth in CTV Advertising

By Dan Larkman, CEO and Founder of Keynes Digital Why are so many of today’s leading CTV buyers entering the channel for the first time? Are there specific tools that can create more successful outcomes than others? The CTV market has seen strong double-digit growth, becoming a must-run channel for brands looking to reach new […]

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Curation Fills In Gaps Left by Deal IDs on CTV

By Michael Shaughnessy, COO at Kargo Deal IDs have been around for over a decade, which means they have been available for nearly the entirety of programmatic CTV media buying. But Deal IDs haven’t been able to deliver exactly what advertisers have been looking for, or curation wouldn’t have taken off the way it has. By […]

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Media Doesn’t Have to Work Harder — Just Smarter with Retail Data

Christine Foster, Senior Vice President of Kroger Precision Marketing Powered by 84.51°, offers her insights on redefining what “full-funnel impact” really means in retail media. Why is it important to connect upper-funnel brand awareness efforts with lower-funnel sales activation? It is important because consumer packaged goods (CPG) brands are dealing with complex challenges that […]

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