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So right now we have, I would say Creative Builder for display ads. I'm already seeing a trend growing where people are asking for similar self serve tool for video building ads, audio ads where you can just generate a script, you can add an audio track and you can just produce a audio ad immediately or a video ad where you can add interactivity layers on top.

Like retail media, you are seeing search ads, you're seeing display ads while you're searching for other things. We think of that as a really performance oriented channel. It gets that incremental lift. We don't yet think of it as a brand marketing channel, a brand lift channel, but that's exactly what it is, trying that new product is brand lift, it is brand marketing.

So sponsored search listings, display ads on the owned that operated properties of Amazon, Walmart Targets, websites, things like that. Suzy Davidkhanian (05:26):. And the prediction is that everything's going to move offsite. Sorry, I don't know how I underst. No, the. Max Willens (05:31):. Prediction is, sorry, we're going a hundred miles an hour here.

Now where I think the innovation is definitely going to happen is Latin America in general skews very heavily towards display ad formats in general as a general media mix of advertising. And now we're seeing those media buying habits play out within the retail media segment as well.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.

It's providing display ads to brands of all sizes and it's enhancing its capacity to measure ad success in stores. Walmart Connect is also combining capabilities with its supply chain platform and just all around making a lot of retail media innovations. Suzy Davidkhanian:. So I thought you were going to talk about it. You kind of talked about it. I thought this was on the list because of Luminate.

On today's podcast episode, we discuss why social media platforms are less equipped to stop toxic content, the main ways AI will heighten brand safety concerns, and steps marketers can take to mitigate risk. "In Other News," we talk about whether brands repurposing vertical video ads for TVs can work and what Hulu adding its content to Disney+ means for the streaming universe. Tune in to the discussion with our vice president of content Paul Verna.