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Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports\u2014so you don’t have to. Here\u2019s what to read from the week of 8\/4\/23 – 8\/10\/23 to stay ahead of the curve:<\/em><\/p>\n Sometimes, Generative AI can feel a bit like magic. But while AI is an exciting opportunity for the industry, some prominent agency leaders say they\u2019re seeing a lot of hesitance from clients who are hypersensitive to GenAI\u2019s risks and want to know for themselves just how that magic trick works.<\/p>\n Ads at the movies? Nothing new. But programmatic<\/em> ads at the movies? That\u2019s what National CineMedia has planned. Starting in Q4 this year, the cinema advertising company will sell movie screen inventory through programmatic guaranteed and PMP deals, as well as on the open exchange through vendors like Place Exchange\u2014a programmatic SSP for digital out-of-home and place-based media.<\/p>\n Meanwhile, if you\u2019d rather connect with consumers eating their popcorn at home, a new study shows that the majority of streaming TV viewers prefer to watch ads to save $4\u2013$5 per month on their subscription fee. Cost savings are great, but viewers are also praising Max, Disney+, and Netflix for delivering a better ad experience compared with their competitors.<\/p>\n Content-level transparency has long been commonplace in linear TV, but it\u2019s still mostly absent from CTV ad buys\u2026for now. Many publishers have begun moving toward providing genre-level (or even show-level) data to buyers post-campaign, and with Hollywood labor strife threatening the 2023-2024 TV season and fueling a slow upfronts buying cycle, the time may be right for an uptick in transparency.<\/p>\n With more and more states legalizing marijuana, the cannabis market boom is in full swing. Curious as to what 2023 pot proponents have in common, and what drives their decision-making? This piece has seven smoking hot insights on cannabis consumer perceptions, behaviors, and personas to pass your way.<\/p>\n Show off your marketing chops with our question of the week. This week\u2019s hot topic: digital ad spend in B2B advertising.<\/em><\/p>\n In 2019, what percentage of total B2B ad spend was dedicated to digital channels?<\/p>\n Get the answer, plus expert insights on what B2B marketers should know in 2023, right here.<\/p>\n \u2014<\/p>\n Want a monthly digest of all the best Scout content delivered straight to your inbox?\u00a0Sign up for the Basis Scout newsletter!<\/p>\n <\/span><\/div>\nTest Your Digital Advertising Knowledge!<\/h2>\n
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