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Adweek November 18, 2019

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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3 мин.

Brand purpose matters more than ever Over the past few years, brands—particularly legacy brands—have undergone a reckoning and realized that a brand not only needs a purpose, but it must stick to that purpose. It’s a vision that Target’s CMO, Rick Gomez, emphasized, as he pointed out how the company pushed for more inclusive sizing from its designers. “When people come to our stores, they feel included,” Gomez said. Other legacy brands, like Gap, are also coming to terms with their changing relationship to the consumer. Gap’s CMO and svp, Alegra O’Hare, spoke about getting the brand back to its basics and celebrating items like the iconic Gap hooded sweatshirt and doubling down on denim. By going to its roots, O’Hare said, the brand can reach new customers and keep its repeat…

4 мин.
to binge or not to binge?

When Disney debuted its streaming service Disney+ on Nov. 12, its original programming rollout looked less like a streaming service and more like a linear TV network. Original series like Star Wars space western The Mandalorian and docuseries The World According to Jeff Goldblum won’t have their entire seasons dumped onto the platform all at once. Only the first episode of those shows was available on the day the platform launched, with new episodes following every Friday thereafter. Netflix redefined the streaming space back in 2013 when it began releasing original content in binge-friendly, season-length batches. As more streaming services come onto the scene, though, companies are taking varied approaches, determining if different release rhythms keep consumers coming back or can better serve their advertising partners. CBS All Access, which first released…

4 мин.
breaking open ai’s black box

Activists at the American Civil Liberties Union recently used Amazon’s facial recognition software to compare photos of 200 Boston-area professional athletes to a mug shot database. The program determined that 27 of the players—roughly one in six—were among the 25,000 criminals in its system. It was, of course, wrong. Amazon has claimed such tests don’t follow the program settings it recommends to law enforcement clients actually using the tool in this way. But it notably can’t explain exactly why its system might misidentify specific sports stars—or congress-people in an identical ACLU demonstration last year—with the mug shots that it did. Or why an MIT study earlier this year found that its facial analysis tool performed worse on darker-skinned and female faces (which Amazon has also disputed). Like most of the deep-learning algorithms…

1 мин.
explainable ai toolkits

IBM’s AI Explainability 360 A library of open-source algorithms for building models that are easier to understand. PwC’s Responsible AI Toolkit A set of frameworks, tools and processes designed to facilitate AI adoption in an “ethical and responsible manner.” Accenture’s Responsible AI Framework A best practice guide to implementing algorithms in an “ethical, transparent and accountable” way. Microsoft’s InterpretML A software toolkit for developers to experiment with integrating more explanation into their AI models.…

4 мин.
leveraging ad tech with influencers

Behind influencer marketing’s glossy exterior, there’s a lot of sweat, tears and time spent. For some buyers—particularly those on smaller campaigns with smaller budgets—ad tech is the answer. Recent months have seen a boom in influencer platforms, an emerging tech that promises to do everything from weed out the perfect microinfluencer for your campaign to scaling that campaign across the web to keeping tabs on engagement. And thanks to the burgeoning popularity of the microinfluencer crowd, more marketers are programmatically plugging in than ever before. “Today, a lot of advertisers are looking for the seamless experience of what it’s like to buy an ad on Facebook and Google,” explained Angelo Damiano, CEO of programmatic platform PowerSpike. What they don’t want to do is reach out to talent, negotiate contracts and manage the…

1 мин.
do’s and don’ts for using programmatic influencer platforms

DO Put in the legwork to double-check the comments on an influencer’s posts for real engagement. DON’T Assume that all reach is good reach. While algorithms from influencer tech companies might be good at squaring away a potential client based on numbers alone, they aren’t necessarily good at deducing whether that reach is real or rife with bots. DO Work with the influencer in some sort of one-on-one capacity. As Wiley explained, there’s a lot of “hand-holding” and guidance that needs to happen with rookie influencers. DON’T Leave an influencer entirely at the mercy of a programmatic platform.…