Boosted by sports interest and AI, Stagwell expands AR platform with first MLS partnership

Stagwell’s augmented reality company ARound inked its first partnership with Major League Soccer, as artificial intelligence and sports growth fuel opportunities across games and live events.

August 29, 2024

Boosted by sports interest and AI, Stagwell expands AR platform with first MLS partnership Stagwell’s augmented reality company ARound inked its first partnership with Major League Soccer, as artificial intelligence and sports growth fuel opportunities across games and live events. Additional coverage: In part two of the 2024 Media Glossary, this week's Digiday+ Media Briefing tackles many of the terms you may have heard in conversations about generative AI as well as increasing the value of publishers' on-site content. The last few years have seen the rise of a new type of creator-owned esports organization, with branding and sponsorships tied much more closely to the individual fandom of its founder. Retail media's lagging transparency has led to suspicions of quid pro quo relationships between media buyers and retailers, in which retailers promise in-store shelf space in exchange for brands buying into their RMN. With a potential slowdown in car sales on the horizon — and as drivers' eyeballs move from roads to screens — automotive brands including BMW and Volkswagen are leading an industry-wide charge into gaming. InfoSum and WPP's Choreograph strike an umbrella clean-room data partnership. Other things to know about Just announced: Experian, Intuit Mailchimp and Rise are among this year's Digiday Technology Awards shortlist finalists. Check out the full list here. DSPs that harness advanced AI techniques and unique insights from shopping and entertainment signals are optimizing bid shading and winning rate models for advertisers. Sponsored by Amazon Ads. Successful TV advertising campaigns require a strategic share of budgets across both linear and streaming — the key is determining the optimal balance between them. Sponsored by Samsung Ads. Top Stories Ivy Liu Generative AI Boosted by sports interest and AI, Stagwell expands AR platform with first MLS partnership Stagwell’s augmented reality company ARound inked its first partnership with Major League Soccer, as artificial intelligence and sports growth fuel opportunities across games and live events. howdy! Generative AI Media Briefing: The 2024 media glossary, pt. 2 In part two of the 2024 Media Glossary, we tackle many of the terms you may have heard in conversations about generative AI as well as increasing the value of publishers’ on-site content. Advertisement Sponsored by Nexxen How live sports drive audience engagement and advertiser interest Fans are willing to subscribe to multiple platforms to follow their favorite teams, making sports a critical tool for attracting and retaining viewers. howdy! Gaming & Esports How creator-owned teams are shaking up the esports industry The last few years have seen the rise of a new type of creator-owned esports organization, with branding and sponsorships tied much more closely to the individual fandom of its founder. Sponsored by Publishers Clearing House Media How connectivity is helping brands future-proof their marketing To combat signal loss, brands are combining datasets and using data enrichment for additional insights. howdy! Retail Revolution 'Isn’t this more of a quid pro quo?': Confessions of an agency CEO on kickbacks in retail media landscape Retail media’s lagging transparency has led to suspicions of quid pro quo relationships between media buyers and retailers, in which retailers promise in-store shelf space in exchange for brands buying into their RMN. Advertisement Sponsored by Flywheel How brands are thriving in the digital age of retail From Digiday’s sister brand Modern Retail: Brands are leveraging data-driven advertising and embracing retail media networks to stay ahead in the competitive retail landscape. howdy! Gaming & Esports Car brands from BMW to Volkswagen lean into in-car gaming The long-term potential for in-car gaming extends far beyond the relatively brief moments in which drivers are charging or filling their cars. As more vehicles become fully autonomous, drivers’ eyeballs no longer have to be focused on the road, turning them into a potential target for advertisers. howdy! Evolving Agencies InfoSum and WPP's Choreograph strike an umbrella clean-room data partnership The non-exclusive partnership wraps up a host of smaller arrangements between InfoSum, which prides itself on its independent status in the world of clean-room providers, and several GroupM and WPP agencies. All Latest Stories

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