Another Digiday Media Buying Summit is over, and this year’s event in Nashville delivered plenty of thought-provoking discussions on the digital advertising landscape. While presentations focused on content creators, zero-party data, and agency-brand relationships, Cognitiv took center stage with a meaningful conversation.

During our fireside chat with Sargento, Amy Hudec, our RVP of Sales, Central, highlighted how deep learning and real-time optimizations are reshaping CPG advertising. Rather than discussing AI in theory, the conversation was rooted in tangible outcomes—showcasing how deep learning actively improves transparency, targeting, and performance.

After three days of discussions, panels, and networking, here are my key takeaways from the event:

1. Transparency Is No Longer Optional

A recurring theme across panels and discussions was the growing demand for transparency in digital advertising. Marketers are increasingly frustrated with the lack of visibility into where their ads run, who engages with them, and what factors drive conversions. While Retail Media Networks (RMNs) provide a direct pathway to consumers, many still struggle to deliver granular insights into incremental reach and performance attribution. 

Cognitiv’s AI-powered approach directly addresses this challenge by going beyond traditional media strategies to provide full transparency into campaign performance. Through deterministic data partnerships and deep learning models, we help brands uncover not just who buys their products but why they buy. This level of insight allows advertisers to optimize spend and confidently refine their strategies pre-, mid-, and post-campaign.

2. AI Is Reshaping Media Buying and Optimization

As transparency becomes a non-negotiable, AI is stepping in as the key to unlocking deeper insights and real-time optimizations. One of the most compelling one-on-one discussions I had at the event revolved around how deep learning allows advertisers to move beyond static audience segments and into dynamic, predictive modeling. AI-driven approaches enable brands to analyze in-store and online purchasing behavior, leading to more precise targeting and better performance measurement.

However, AI is not a “set-it-and-forget-it” solution. Just as algorithms continuously learn and adapt, success in AI-driven advertising requires an ongoing, hands-on approach. While automation streamlines optimization, data scientists and agencies must actively monitor AI-driven insights, leveraging the transparency of these systems to uncover real-time trends, refine strategies, and maximize performance. Testing and iteration are key—advertisers who invest in refining their models will gain a competitive edge by using AI to identify net new customers and drive incremental growth.

3. The Retail Media Boom Comes with Growing Pains

RMNs are expanding rapidly, offering brands direct access to valuable first-party shopper data. However, measurement inconsistencies and walled-garden limitations create friction for marketers seeking a holistic view of their campaigns. Many discussions at the summit highlighted the need for better standardization in RMN reporting and the integration of AI-driven insights to maximize efficiency.

At Cognitiv, we see RMNs as a powerful tool, not a standalone solution. Our AI-driven programmatic approach complements RMNs by providing cross-device solutions and deeper shopper insights beyond simple conversions. Using fully deterministic algorithms built entirely from the brand’s in-store purchasers, category buyers, and other real data—with no synthetic data involved—we help brands make sense of complex data. This approach uncovers the “who” and “what” behind purchasing behavior, providing actionable insights. This enhances campaign performance and empowers brands to expand their market share by identifying and engaging untapped audiences.

Looking Ahead

The need for transparency, AI-driven decision-making, and adaptable RMN strategies will only become more critical in the years ahead. This month’s Digiday Media Buying Summit made one thing clear: brands and agencies that prioritize innovation and flexibility will be best positioned to succeed in an increasingly fragmented marketplace.

With Cognitiv’s custom deep learning algorithms, brands can lead the charge in bringing full clarity to campaign performance. If you want to learn more about our fireside chat or discuss how Cognitiv can help you optimize your media strategy, contact me via email or LinkedIn.

‍