Tom O'Regan

Over 90% of CTV display ad spend is now programmatic, driven by AI-powered targeting, optimization, and reporting. Yet 76.9% of U.S. marketers say last-click attribution doesn’t capture CTV’s full impact. Brands adopting multitouch attribution, incrementality testing, or media mix modeling are gaining a more accurate view of performance—and proving true ROI. 🚨 Reach out to learn more about how Tara Media is proving true ROI 🚨 #CTVAdvertising #Programmatic #MarketingAnalytics #AdTech #Streaming #Attribution #DigitalMarketing #AIinAdvertising

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How is AI impacting the agency industry and business model? Over the past year, I’ve spoken to some of the sharpest minds in our industry - Tim Williams, Blair Enns, Brian Kessman, Steve Guberman, David C. Baker, Tom Head, Carl Smith, Tina Fegent (FCIPS), Kevin Gibbons, Laura Smales, Heather Murray - about the rise of AI and what it means for agency growth, pricing, team structure and client value and management. 🎙️ In this special compilation episode, we've curated the insights from those conversations into 5 key themes: 1. The industry-wide impact of AI and what it means for the business model 2. How agencies are adopting AI internally and what frameworks help most 3. The shift in search and discovery and how clients' customers are starting to behave differently 4. The pricing and leadership implications and how to start the right conversations with clients and Procurement 5. What successful AI adoption looks like - from efficiency gains to successful use cases This video clip is a snapshot from the episode. If you're responsible for how AI impacts your agency - or you just want to understand how other agencies are adapting to the changes the link to this episode is below 👇 Coming up on the podcast soon I'll be continuing to ask guests to share their expertise and observations about AI's impact on the industry. Here are some of the topics we'll be covering next on the Creative Agency Account Manager podcast: 1. What are the current legal implications of using AI and how should agencies adapt? 2. How are agencies using AI to help drive and track net new sales? 3. What is the likely shape of the AI-forward agency business model of the future? 4. How and when to hire a full-time AI strategist for your agency and how do they help the account management team? If you’re responsible for how AI shapes your agency - or you're curious how other agencies are adapting, this one’s for you. How is AI helping (or hindering) you in your agency role?

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Excited to see more of the vision behind Liz Agent, Seedtag’s new agentic AI platform. Our CEO Brian Gleason shares how she puts Seedtag’s AI directly into the hands of brands and agencies, making it easier to turn Neuro-Contextual intelligence into smarter strategies. Discover more about Liz Agent: https://lnkd.in/em4KGvs6 #LizAgent #NeuroContextual #AdTech

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Partner marketing is the most underrated juggling act in B2B. More stakeholders. More moving parts. More orchestration than a symphony. But when it lands, it delivers. 👉 Don't miss our chat with Ryan Shonts from Wiz on how to turn partner marketing into a true growth engine: https://hubs.li/Q03Sdy6b0 🎥 YouTube: https://hubs.li/Q03SdD_10 🎧 Spotify: https://hubs.li/Q03SdD5_0 🔈 Apple: https://hubs.li/Q03SdD4W0

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Check out this article/ video of Kellanova's Nicole Vinson, Cognitiv's Eric Danetz and ADWEEK's Ryan Joe at #Brandweek2025 discussing how deep learning is transforming marketing from a reactive, execution-focused discipline into a forward-looking, insight-driven strategy. Key takeaways: 💡 AI insights are only as good as the data fed into the system. Governance, privacy, and clean data pipelines are critical. 💡 Deep learning allows brands to uncover "the why" and predict behavior, not just automate tasks. 💡 AI POCs will fail: test-and-learn cultures will prevail on top #Client #Brandweek #AIinMarketing #MarketingExcellence #DeepLearning #DataStrategy #WomenInLeadership #Kellanova https://lnkd.in/gvBsaxCi

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The fight over AdCP vs. IAB Tech Lab misses the real point. The real point is simple economics. If agentic trading lowers transaction costs, reduces manual work, and helps buyers and sellers keep more of every dollar, the market will move there. That’s why I think the current standards debate is a bit overcooked. Standards matter, but they are not the business. The business is still supply and demand. What makes this moment interesting is that agentic does not require replacing direct sales or RTB. It can sit alongside both, starting small and proving value fast. If that happens, agencies improve margins, advertisers get more working media, and publishers keep more of the revenue tied to their inventory. That’s the story: less friction, lower costs, better margins. I wrote a longer version here if useful: https://lnkd.in/eY2pbvVV

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What happens when one of the world’s biggest data engines meets one of the smartest media networks? That’s what we unpack in this new Snarketing Podcast episode -- and a whole lot more -- live from 𝗔𝗡𝗔 𝗠𝗮𝘀𝘁𝗲𝗿𝘀 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 with Lucy Markowitz, SVP & GM at Vistar Media. She explains how T-Mobile’s acquisition of Vistar is more than a merger... It’s a blueprint for what happens when data, accountability, and creative media finally connect. And “𝙛𝙤𝙧 𝙢𝙖𝙧𝙠𝙚𝙩𝙚𝙧𝙨, 𝙗𝙮 𝙢𝙖𝙧𝙠𝙚𝙩𝙚𝙧𝙨” isn’t just OUR tagline... For Vistar, it’s how smarter targeting and measurable outcomes are reshaping what’s possible in OOH and in-real-life media. Lucy really is everything we hoped she'd be... and occasionally a bit more than we bargained for. Join me and Valerie Vespa on yet another adventure! Full episode: 🟥 YouTube: https://lnkd.in/eR3WMDwn 🟢 Spotify: http://bit.ly/48REo36 ♥️ iHeart: http://bit.ly/3LuJwjI

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Highlights of 4 Parts in a RAG AI via Synthreo.AI and connect with AI leaders Callen S. Kyle Grove Jay Henningfeld complete article here - https://lnkd.in/gaV6CaAj View the 60-second video below: + View and listen on ChannelPartner.TV the largest video-audio AI news network now with 3,560 videos. + View in the largest LinkedIn Group for GTM, MSP, SMB, AI MSP, cybersecurity MSP, AI Data Centers, B2A, H2A and others with 25.6K+ members please join here https://lnkd.in/dCmsYdH + If you are doing anything in AI please consider this, Call for AIQ ConComAI 2026 Speakers & Sponsors in Boulder https://lnkd.in/gMT3NaQ2 + Looking for help with webinars - DM to let us show you "highest scores ever" for a series of webinars and here's 23 ROI-focused benefits - https://lnkd.in/gihR49HB - DM for recommendations and more. + Get Connected Now - Top-10 Core Concepts in Building a Personal Global Network on LinkedIn - "Your Network is Your Networth." https://lnkd.in/gux_TYaE + Top 11 Critical Things To Do Before Buying, Building or Doing Agentic AI Agents. None of the 200+ AI companies researched included all the key issues for agentic AI agents presented. ALL companies missed a number of key concepts needed for high-performance, risk-less and user-centric AI systems. https://lnkd.in/gimtHKnU and DM if you need help fix any or all of them. + Get MindMeld 2026: the CEO and AI merging of Mental and Metal - 340 pages reviewed as the "best business book on AI" - Get AI Smart or Smarter and be ready for the next AI wave - https://lnkd.in/gBjC6b_N and let't connect for even more. #AI #GTM #AIagents

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It has been a busy Q1 with industry committee meetings, roundtables, and many conversations with clients and partners. Across all of these discussions, one theme is clear: Out-of-Home is entering an exciting new era. One reason for optimism is the inaugural COMMB revenue report. The data is encouraging, but it also highlights the work still ahead of us. Notable is: 1. OOH is on track to cross the billion dollar threshold in the coming years. Annual growth is progress, but our SOV of total media spend still sits below comparable mid-sized markets like the UK and Australia. As an industry, we should be inviting voices from those regions to speak at our conferences so we can all learn what we can adopt to grow OOH’s share in Canada. 2. DOOH continues to be a powerful growth engine for the medium and is growing by healthy double-digits. Yet according to the IAB Canada Digital Revenue Report (2024), DOOH still represents only ~1% of digital ad spend, trailing even online classifieds. For a channel with the scale, visibility, and creative impact that DOOH delivers, that number is an eye-opener. Too often, we are speaking primarily to those who already have OOH responsibilities. But there are many decision-makers controlling digital budgets who are unfamiliar with what our channel can deliver. If we want DOOH to reach its full potential, the industry needs to engage the broader digital media community. Looking forward to continuing these positive discussions on OOH’s positive momentum.

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Seattle, this one's for you! We are coming to the Pacific Northwest for CustomerX, and I want to make sure our clients and partners in the region know about it :) Matias Vivone, our Commercial Director, is taking the stage alongside JEFF ERNST to talk about the state of AI in Customer Marketing & Advocacy. Real talk, not hype. Followed by a leadership panel with Jacqui Cooper and Brittany Steinke practitioners from Highspot and Payscale who are actually doing this work. And then there's the workshop. Hands-on, stack-specific, and you leave with something you can deploy. That's the Wings4U way. If you're in Seattle and you work in customer marketing, advocacy, or anywhere near it, this is the room to be in. Spots are limited!

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I’m excited to share that we’ve partnered with Spotlight, an AI analytics startup specializing in brand visibility across AI-driven platforms. This collaboration takes our work in AI-driven reputation management to the next level, giving us and our clients the ability to understand and actively shape how brands and leaders are represented in AI-generated answers from ChatGPT, Gemini, Claude, and others. By combining Spotlight’s advanced analytics with Percepto’s strategic expertise, we can now deliver deeper insights into: # How AI platforms portray brands and executives # Which content influences those narratives # How to strengthen visibility and credibility in AI search The AI era is changing how people discover and form opinions and we’re evolving with it. Read the full story here: https://lnkd.in/dBf8VCnQ

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Partnerships often bring to mind client relationships or strategic alliances, but the strength of any organization is deeply influenced by the quality of its internal partnerships. 🤝 The way teams collaborate across roles and departments has a direct impact on how effectively a business operates and grows. At Big Red Oak, our partnerships network has been built with a focus on community and connection at every level of the organization. That shows up through: • Open, consistent communication across teams. • Shared accountability. • Trust that creates space for honest, productive conversations. • A collective understanding of the outcomes we are working toward. When those partnerships are in place, collaboration becomes more seamless, execution becomes more aligned, and the overall client experience is elevated. Community is something that should be cultivated from within, just as much as it is built externally. How are you approaching partnerships within your organization?

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Terence Kawaja had a great line in this session about how agentic advertising is a chance for a do-over from the programmatic era. He was referring to the way ads were made and bought and sold and measured but I also think it’s a chance for a do-over on the ad formats and pricing model. As Rishad Tobaccowala likes to say, the future does not fit into the containers of the past. We may be seeing simple CPM display ads for the time being on ChatGPT but I can guarantee they won’t stay that way. It’s too early to predict the exact shape native AI media ads will take but I think 10 years from now we’ll see $100+ billion spent on ads that weave together text, images, video, AR, VR, and haptics into a personalized experience with pricing that looks more like CPA than any other model we know today.

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 https://lnkd.in/p/eUXffT6N Revenue leaders know - the most significant challenge today isn’t reach, it’s precision! That’s why, I’m excited to share the latest expansion of atlasIQ. With these new capabilities, sales and marketing teams can now: - See exactly which accounts in their TAL are evaluating solutions - Identify who on the buying team is engaging and what content is driving decisions - Align go-to-market execution to superior intelligence that outperforms generic intent providers This is the kind of advantage marketing and sales teams need to drive pipeline efficiency, deal velocity, and higher win rates. Jeffrey Rokuskie, Romano DiToro Ben Luck Chris Vriavas Jim Riesenbach Jim KellyBen Lefkowitz Anna Eliot Michael McGoldrick Marty Fettig Anthony Iafolla Damien Charles Andy Gram Robert Karpovich Erin Neilan Kathleen McKnight Carolina Barcellos Williams

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GTM isn’t just evolving—it’s rewiring itself. G2’s latest Executive Advisory Board meeting (the best of the best B2B GTM leaders) put a fine point on what we’re seeing daily with founders and GTM leaders: 👉 The edge no longer comes from being first to adopt AI. It comes from operationalizing it best. Their five takeaways are 🔥—and eerily aligned to the Growth Systems we’re building at Infinite Edge Consulting: 1. AI Agents, From Hype to Infrastructure: G2: Agentic systems are becoming foundational. ➡️ Infinite Edge Our GTM Intelligence Network operationalizes AI agents across sales, marketing, and CS—not as bolt-ons, but as the nervous system of execution. Think intelligent campaign routing, win/loss agents, signal-based sequencing. 2. Trust is the New Currency: G2: Guardrails are essential for scaling AI. ➡️Infinite Edge: We build Credibility Brains—measurement systems that track LLM visibility, content trust signals, and sales proof velocity. Trust isn’t abstract. We quantify it and compound it. 3. Product + Marketing + Sales = One Growth Loop: G2: “Bowtie meetings” are syncing the full customer journey. ➡️Infinite Edge: Our clients don’t do handoffs—they build “value bridges” powered by shared data, narrative, and real-time feedback loops. Brand Brain meets GTM Brain. 4. Agile Pods > Functional Silos: G2: Outcome-based pods are driving speed and learning. ➡️Infinite Edge: We design Sales Pod X and full GTM Pod OS structures—embedding both humans and AI agents in sprint-based operating rhythms. Speed isn’t chaos. It’s structured momentum. 5. AI Isn’t a Cost Saver—It’s a Growth Multiplier: G2: The best teams aren’t tracking time saved—they’re tracking velocity unlocked. ➡️Infinite Edge: That’s the job of the Growth Brain—a system that turns research, signals, and narrative into compounding growth across content, campaigns, and customer engagement. The takeaway? The future of GTM is already here—and it’s not just AI-powered. It’s trust-built. Signal-connected. Human-first, AI-augmented. Want to see what this looks like inside your team? #GTM #AI #GrowthSystems #B2BMarketing #Sales #ProductMarketing #AgenticGTM #CredibilityVelocity #TrustArchitecture #InfiniteEdge

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Why there’s a growing CMO-CEO disconnect over what defines success https://lnkd.in/g8mQ-CE2 A widening gap between CMOs and CEOs is reshaping leadership alignment. While CEOs focus on financial outcomes, CMOs prioritize brand and customer metrics. Bridging this disconnect requires shared KPIs and more transparent communication to drive unified growth strategies. #CMO #CEOAlignment #MarketingStrategy #BusinessLeadership #KPIs #CustomerCentricity #BrandValue #GrowthMetrics #Management

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🔥Hot take: in the age of AI, TV advertising is going to be more important than ever for Marketing. 📺 The best way to displace incumbents in a world where LLMs amplify the general consensus and existing corpus of information out there, the best way to break through it is to engage people when they are in a leaned back state. 👀 It doesn't have to be traditional TV or even TV at all, but it's important to focus on demand generation, not just demand capture.

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