"WPP, Digiday has learned, has partnered with analytics firm Sightly to tap its brand mentality platform that suggests content targets based on what marketers want their brands to be associated with. The move signals a era of agencies putting AI to use helping brands help themselves is upon us. And both holding companies and independent agencies are getting into the game."
"Sightly has evolved since its launch a few years ago as a YouTube rep firm of sorts, and developed the Brand Mentality platform as a means for brands to align with social and news content that parallel their brand identity. The deal with WPP represents a boost in Sightly's fortunes as it's the first holding company to sign up. But publishers can also use the Brand Mentality platform to attract potential advertisers to their content as well."
""We're coming in with cultural real-time data that can be personalized to a brand, can be personalized to a category, and moves at the speed of today's information," said Katz. "When you marry what a consumer believes - that deep rooted understanding - with our cultural trends and information, you can create magic. No agency or brand anymore wants an insight that can't be taken to action.""
WPP partnered with analytics firm Sightly to use a Brand Mentality platform that recommends content targets based on desired brand associations. Independent agency Zambezi launched a brand performance gap tool to help brands strengthen brand-driven advertising toward a $1 billion valuation. Both tools employ AI to analyze cultural and campaign data, identify gaps, and surface actionable opportunities. Sightly evolved from a YouTube rep model and enables publishers to attract advertisers. The Brand Mentality product builds detailed brand profiles, leverages cultural real-time data, and uses an MCP server to enable rapid AI agent interactions and faster insight-to-action.
Read at Digiday
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