Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.

🎙️ Top Takeaways:

Jellyfish operates in 50+ countries with 1,800 experts, combining enterprise-scale digital marketing with customized, agile solutions for brands.

With a shift toward performance-driven marketing, brands are asking, "How do we reintegrate brand building with direct response?" The answer? Full-funnel strategies.

Marketing Mix Modeling (MMM) is making a huge comeback thanks to AI-powered analytics, offering faster, more accurate insights without reliance on cookies.

Retail giants like Amazon, Walmart, and Target dominate ad spend, but brands must connect insights across Google, Meta, and beyond to avoid fragmentation.

Google’s Performance Max and Meta’s Advantage+ automate media buying, but human oversight is key. Marketers must balance automation with strategic control.

Jellyfish’s Pencil AI tool generates ads 66% faster, 53% cheaper, and 44% more effective, linking directly to ad accounts for pre-launch performance predictions.

Streaming giants, live sports, and big cultural moments (Super Bowl, Oscars, etc.) are accelerating the shift to Connected TV (CTV), making it a must-buy for advertisers.

🎙 Guest: Jeff Matisoff
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative