Creative Director
TDA_Boulder
What’s the most relevant business and/or creative lesson you learned in 2023 and how will you apply it to 2024?
Embracing change, embracing different, is the way to go. Considering different points of view, inviting people that are different into your teams, trying new technologies, grabbing AI by the horns! because embracing change will always lead to something fresh. The pursuit of what is different becomes an invaluable asset, fueling creativity and success.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for 2024?
We’ve not only mastered the complexities of remote productions, ideation, and mentoring, but we’ve also cultivated a mindset and a unique flexibility for content creation no matter the limitations. Technology has been our ally, and this alliance is set to endure. As we step into a new and rapidly evolving chapter of technology, particularly with AI, I think the key is to make sure we keep things human—keeping our focus on the authentic core. We can’t take the eye off that.
It’s election’s year so we’ll again have division amongst people. If a brand wants to really connect with people, it’ll have to be stay truthful and honest, use a very distinctive storytelling, and not only rely on AI because it won’t be enough. The magic lies in combining strong insights, a creative strategy, and the human touch. Chances are that budgets won’t increase so we’ll need to continue being creative in that sense as well.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More