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Economy

Amazon Ads Revenue Soars to $15.7 Billion in Second Quarter

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Amazon Reports Strong Q2, But Q3 outlook Rattles Investors

Seattle, WA – [Current Date] – E-commerce titan Amazon has unveiled its second-quarter financial results for 2025, revealing robust growth across key business segments. However, a cautious outlook for the third quarter has led to a dip in the company’s stock in after-market trading.

The tech giant reported a significant $12.2 billion in revenue from subscription services, marking an 11% increase year-over-year. Further bolstering its performance, Amazon generated $40.3 billion from its third-party seller services, a 10% jump compared to the same period last year.

Despite these strong figures, Amazon projected an operating income for the third quarter between $15.5 billion and $20.5 billion. This forecast fell short of the average analyst projection of $19.4 billion, as reported by Bloomberg, prompting a 2.5% decline in shares following the proclamation.

The Digital Advertising Powerhouse Continues Its Ascent

Amazon’s advertising business demonstrated impressive momentum in Q2 2025,continuing its double-digit growth trajectory. This sustained expansion underscores the company’s firm grip on the retail media landscape and its aggressive push into broader digital advertising avenues, including streaming, live sports, gaming, and adtech.

CEO Andy Jassy highlighted a strategic partnership with Roku as a key driver, enabling advertisers to reach an estimated 80 million U.S. households by consolidating audiences across Amazon’s Fire TV and Roku’s operating systems, alongside streaming services like Prime Video and The Roku Channel.

AI Investments Drive AWS Expansion Amidst Demand surge

The company continues to channel substantial resources into artificial intelligence, with capital expenditures reaching $31.4 billion. Chief Financial Officer Brian Olsavsky attributed this significant investment primarily to AI-related advancements within Amazon Web Services (AWS). He indicated that this spending level is likely to be representative for the remainder of the year.

Jassy also addressed a considerable backlog in demand for AWS, citing an inability to construct data centers quickly enough to meet customer needs. This bottleneck is expected to persist for at least another six months. The current backlog for AWS is estimated at a staggering $195 billion, up 25% year-over-year.

Evergreen Insights:

Diversification as a Resilience Factor: Amazon’s consistent growth in subscription and third-party seller services highlights the strategic advantage of diversifying revenue streams. This approach not only insulates the company from fluctuations in any single market but also provides multiple avenues for sustained expansion.Businesses can learn from this by identifying and nurturing complementary services that enhance their core offerings.

The Advertising Ecosystem’s Future: The Amazon-Roku partnership exemplifies the evolving nature of digital advertising, notably in the connected TV (CTV) space. As audiences fragment and viewing habits shift, companies that can effectively aggregate and leverage data across different platforms will hold a significant competitive edge. This trend emphasizes the importance of cross-platform strategies and data integration for advertisers and media companies alike.

Infrastructure as a Bottleneck for Innovation: Amazon’s challenges in meeting AWS demand due to data center capacity underscore a critical point: even cutting-edge technological advancements can be constrained by foundational infrastructure.For businesses investing heavily in AI and other data-intensive technologies, ensuring scalable and robust infrastructure is paramount. This highlights the ongoing need for strategic investment in physical and digital infrastructure to support technological progress.

Navigating Economic Uncertainty: While Amazon has not reported significant impacts from tariffs thus far, CEO Andy Jassy’s cautious acknowledgment of ongoing “noise” around trade policies serves as a reminder for businesses to remain adaptable. The ability to absorb or mitigate the effects of global economic shifts, such as trade disputes and shifting consumption patterns, is crucial for long-term stability and success. Proactive risk assessment and contingency planning are essential in today’s dynamic global market.

What impact does Amazon’s first-party data have on ad conversion rates?

Table of Contents

Amazon Ads Revenue Soars to $15.7 Billion in Second Quarter

The Explosive Growth of Amazon Advertising

Amazon’s advertising business continues its remarkable trajectory, reporting a staggering $15.7 billion in revenue for the second quarter of 2025. This represents a notable year-over-year increase, solidifying Amazon’s position as a dominant force in the digital advertising landscape, challenging industry giants like google and Meta. The growth is fueled by increasing adoption of Sponsored Products, Sponsored Brands, and Sponsored display ads by sellers looking to boost product visibility within the Amazon marketplace.

Key Drivers Behind the Surge in Amazon Ad Spend

Several factors are contributing to this impressive growth in Amazon marketing services revenue:

Expanding E-commerce Reach: Amazon’s continued dominance in e-commerce provides a massive, highly engaged audience for advertisers.More shoppers are turning to amazon as their first stop for product finding.

Sophisticated Targeting Capabilities: Amazon possesses unparalleled first-party data, allowing advertisers to target consumers based on their shopping behavior, demographics, and interests with precision. This leads to higher ad conversion rates.

increased Seller Competition: The growing number of sellers on the Amazon Marketplace intensifies competition, driving up demand for advertising solutions to stand out.

Innovation in Ad Formats: Amazon consistently introduces new ad formats and features, such as Amazon DSP (Demand-Side Platform) and video ads, offering advertisers more creative options.

Retail Media networks Growth: The overall growth of retail media networks is benefiting Amazon, as brands increasingly prioritize advertising directly within retail environments.

A Deep Dive into Amazon Ad Formats & Performance

Understanding the diffrent ad formats is crucial for maximizing amazon PPC (Pay-Per-Click) campaign performance. Here’s a breakdown:

Sponsored Products: These ads appear within search results and on product detail pages, ideal for driving sales of individual products. They are keyword-targeted and operate on a bidding system.

Sponsored Brands: formerly Headline Search Ads, these ads feature a brand logo, custom headline, and multiple products, increasing brand awareness and driving traffic to a brand’s Storefront.

Sponsored Display: These ads reach audiences both on and off Amazon, leveraging Amazon’s customer data for retargeting and audience targeting. They are notably effective for remarketing to shoppers who have viewed specific products.

Amazon DSP: A programmatic advertising platform allowing advertisers to buy display, video, and audio ads both on and off Amazon. This is geared towards larger brands with more complex advertising needs.

The Impact of Third-Party Sellers on Amazon Ads

According to data from sources like Statista, third-party sellers are responsible for a significant portion of Amazon’s overall sales, and a significant percentage of Amazon advertising spend. These sellers rely heavily on advertising to compete with Amazon’s own private label brands and other sellers.

Marketplace Dynamics: The Amazon Marketplace is becoming increasingly competitive, making advertising essential for visibility.

Advertising as a Percentage of Sales: Many sellers now allocate 10-20% of their Amazon revenue to advertising, demonstrating the critical role it plays in their success.

Amazon Marketing Cloud (AMC): AMC provides sellers with enhanced data analytics to optimize their ad campaigns and measure their return on ad spend (ROAS).

Benefits of advertising on Amazon

Investing in Amazon advertising solutions offers numerous benefits for businesses:

Increased Product Visibility: Ads help products rank higher in search results, increasing their visibility to potential customers.

Targeted Reach: Amazon’s data allows for precise targeting, ensuring ads are shown to the most relevant audience.

Measurable Results: Amazon provides detailed reporting on ad performance, allowing advertisers to track their ROI.

Boosted Sales: Effective advertising campaigns can significantly increase product sales and revenue.

* Brand Building: Sponsored Brands ads help build brand awareness and drive traffic to a brand’s Storefront.

Practical Tips for Optimizing Amazon Ad Campaigns

Here are some actionable tips to improve your amazon ad strategy:

  1. Keyword Research: Conduct thorough keyword research to identify relevant and high-converting keywords. Utilize tools like Helium 10 or Jungle Scout.
  2. A/B Testing: Continuously test different ad copy,images,and targeting options to optimize performance.
  3. Bid management: Monitor and adjust bids regularly to ensure ads are competitive and profitable.
  4. Negative Keywords: Add negative keywords to prevent ads from showing for irrelevant searches.
  5. Campaign Structure: Organize campaigns logically based on product categories and targeting strategies.
  6. Utilize Amazon Attribution: Track the impact of non-Amazon marketing channels on amazon sales.

Real-World Example: A Case Study in Sponsored Brands Success

A leading kitchenware brand saw a 30% increase in sales after implementing a targeted Sponsored Brands campaign. By focusing on high-converting keywords and showcasing a compelling brand message, they were able to attract more shoppers to their Amazon Storefront and drive significant revenue growth. This demonstrates the power of strategic Amazon brand advertising.

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Economy

Google’s Age Estimation: Targeting Content and Ads with Machine Learning

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Google Debuts AI-Powered Age Assurance to Enhance online Safety for Minors

Google is introducing a new AI-driven system designed to better protect young users across its platforms. This “age assurance” technology will leverage machine learning to estimate users’ ages and implement appropriate safety measures, especially concerning advertising and content access.

The system will analyze user behavior, such as search queries and YouTube viewing history, to determine if a user is highly likely under 18. once a user is flagged as a minor, personalized advertising will be disabled. additionally, certain age-sensitive ad categories, including those for alcohol, gambling, weight loss products, and high-fat/sugar foods and beverages, will be restricted.

For users identified as under 18, access to apps on the Google Play store that are restricted to adult users will be blocked. These users will also be automatically enrolled in YouTube’s Digital Wellbeing program. This program offers features like content protections, limitations on repeat viewing of certain video types, and reminders for users to take breaks from the platform. Furthermore, the Timeline feature in Google Maps, which records a user’s location history, will be turned off for those estimated to be under 18.

Google plans to test this age assurance feature with signed-out users in the U.S. over the coming weeks. The company stated that these changes are part of its ongoing commitment to “further protect young people as they use Google products.”

This initiative follows an declaration earlier this year from YouTube CEO Neal Mohan regarding expanded advertising protections for minors through machine learning. It also comes in the wake of previous reports of Google identifying advertisers who were allegedly attempting to target teens on YouTube in violation of platform policies.The introduction of Google’s age assurance tool mirrors efforts by other major tech companies. Meta, for instance, recently rolled out a similar product for Instagram that uses AI to detect indicators of minors misrepresenting their age, aiming to ensure they use safeguarded “Teen Accounts” rather than unrestricted versions of the app.

How accurate is Google’s age estimation technology, and what are the potential margins of error that advertisers should consider?

Table of Contents

Google’s Age Estimation: Targeting Content and Ads with Machine learning

Understanding Google’s Age Estimation Technology

google’s ability to estimate the age and gender of users has become increasingly sophisticated, driven by advancements in machine learning and artificial intelligence (AI). This isn’t about collecting personally identifiable data; it’s about inferring demographics from browsing behavior, content consumption, and other signals. This capability is crucial for advertisers and content creators aiming for precise audience targeting.

The core of this technology relies on analyzing patterns.Google doesn’t ask for your age; it deduces it. Factors considered include:

Website Visits: The types of websites a user frequents (e.g., gaming sites, financial news, parenting blogs).

Search Queries: The terms people search for reveal interests and life stages. Searches for “retirement planning” suggest a different age group than searches for “college applications.”

Content Engagement: What videos are watched, what articles are read, and how long users spend on specific pages.

YouTube History: Viewing habits on YouTube provide meaningful demographic clues.

App Usage: The apps installed and used on Android devices (with user permission, of course).

How Age Estimation Impacts Ad targeting

The implications for digital advertising are considerable. Previously, advertisers relied heavily on broad demographic targeting or limited first-party data. Google’s age estimation allows for:

Granular Audience Segments: Instead of targeting “18-34 year olds,” advertisers can reach more specific groups like “25-29 year old parents interested in lasting living.”

Improved Ad Relevance: Showing ads for age-appropriate products and services increases engagement and conversion rates. An ad for anti-aging cream is more effective when shown to users Google estimates are 40+.

Reduced Ad Waste: By focusing on the most likely customers, advertisers minimize spending on impressions that won’t result in conversions.

Enhanced Campaign Performance: Programmatic advertising benefits significantly, as algorithms can automatically optimize bids based on estimated age and other demographics.

Privacy-Focused Targeting: This method avoids directly collecting age data,aligning with growing privacy concerns and regulations like GDPR and CCPA. It’s inferred demographics, not declared data.

Content Personalization with Age-Based Insights

Beyond advertising, age estimation powers content personalization. Archyde.com, for example, can leverage these insights to:

  1. Recommend Relevant Articles: A user estimated to be in their early 20s might see articles about career advice and personal finance, while a user estimated to be in their 50s might see articles about retirement planning and health.
  2. Customize Website Layout: Different age groups may prefer different website designs and navigation styles.
  3. Tailor Email Marketing: sending age-specific newsletters and promotions increases open rates and click-through rates.
  4. Dynamic content Display: Showing different headlines or images based on estimated age.
  5. Improve User Experience (UX): understanding age-related preferences helps create a more intuitive and engaging website experience.

The Role of Machine Learning Models

Google employs several machine learning models to achieve accurate age estimation. These models are constantly refined using vast datasets and feedback loops. Key techniques include:

Deep Neural networks: Complex algorithms capable of identifying subtle patterns in user data.

Regression Models: Used to predict a continuous variable (age) based on various input features.

Classification Models: Categorizing users into age ranges (e.g., 18-24, 25-34, 35-44).

Federated Learning: Training models on decentralized data (user devices) without directly accessing the data itself, enhancing privacy.

Benefits of Utilizing Google’s Age Estimation

Increased ROI on Ad Spend: More targeted ads lead to higher conversion rates and a better return on investment.

Improved Customer Engagement: Personalized content resonates more with users, fostering loyalty and repeat visits.

enhanced Brand Reputation: Showing relevant ads and content demonstrates that you understand your audience.

Competitive Advantage: Businesses that effectively leverage age estimation gain an edge over competitors.

Data-Driven Decision Making: Insights into age demographics inform content strategy and product development.

Practical Tips for Leveraging Age Estimation

Google Ads Audience Signals: Utilize Google Ads’ audience signals feature to layer age and gender estimations onto your existing campaigns.

Google Analytics Demographics Reports: Analyze demographic data in Google Analytics to understand your website’s audience. Note: Data is often sampled and subject to privacy thresholds.

Remarketing Lists for Search Ads (RLSA): Target users who have previously interacted with your website based on their estimated age.

Content Mapping: Create content specifically tailored to different age groups.

A/B Testing: Experiment with different ad creatives and content variations to see what resonates best with each age segment.

Stay updated: Google’s algorithms are constantly evolving. Keep abreast of the latest changes and best practices.

Real-World Example: A Financial Services Company

A financial services company used Google’s age estimation to target ads for retirement planning services. They created separate ad campaigns for:

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Economy

Cannes Lions: DM9 Grand Prix Withdrawn – AI Safeguards Planned

by Alexandra Hartman Editor-in-Chief
written by Alexandra Hartman Editor-in-Chief


Cannes Lions Revokes Creative Data grand prix Amid AI Misrepresentation Scandal

Table of Contents

In a stunning turn of events, the prestigious Cannes Lions festival has withdrawn the Creative Data Grand Prix awarded to Brazilian agency DM9 for its “Efficient Way to Pay” campaign. The decision, announced Friday, June 27, 2025, follows a thorough inquiry that revealed the campaign case study video included AI-generated and manipulated content designed to simulate real-world outcomes.

Festival Cites Breach of Trust and Ethical Standards

According to Cannes Lions, the submission misled jurors and violated the festival’s rules on factual depiction. “This breaches the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by our juries and the wider community,” the organization stated. The festival emphasized its commitment to celebrating creativity that is “real, representative, and responsible.”

The “Efficient Way to Pay” campaign, created for Whirlpool brand Consul, had been among the most lauded at this year’s festival.DM9,a part of DDB Worldwide,initially earned 21 lions,contributing significantly to Omnicom’s Network of the Year win. But now,those accolades are overshadowed by controversy.

DM9 Voluntarily Withdraws Additional Awards

Adding to the fallout, DM9 has voluntarily withdrawn two additional award-winning entries: “Plastic Blood” for OKA Biotech and “Gold = death” for Urihi Yanomami. “All parties acknowledge that the level of legitimacy dose not meet the necessary standard. All prizes will be withdrawn consequently,” Cannes Lions confirmed.

Icaro Doria Steps Down

CNN Brasil Complaint and Leadership Change

The controversy erupted after *Adweek* reported that DM9 had admitted to errors in the production and submission of the “Efficient Way to Pay” case video. This included using AI-altered footage lifted from a CNN Brasil broadcast, prompting a formal complaint from the news organization to Whirlpool and the agency. DM9 subsequently apologized and pledged to implement internal safeguards, including establishing an AI Ethics Committee; however, the agency’s Co-president and CCO, Icaro Doria, has stepped down from his role.

Did You Know? According to a recent study by *Marketing Dive*, 72% of marketing professionals believe AI ethics should be a top priority for their organizations. This incident will only accelerate that momentum.

Cannes Lions Announces New Measures to Combat AI Misuse

Responding to the escalating use of synthetic content, cannes lions is implementing new measures to maintain the festival’s integrity. These include requiring all participants to sign an enhanced Code of Conduct, mandating disclosure of AI use during the entry process, implementing content detection tools, and establishing an adjudication committee composed of AI, ethics, and content integrity experts.

“these new and enhanced measures reinforce the Festival’s commitment to honoring work that upholds the highest standards of truth, fairness, openness, and creative excellence,” Cannes Lions stated, underlining the seriousness with which they treat the breach.

Another Campaign Under Scrutiny

Adding to the tension, lepub’s Bronze Lion-winning “Followers Store” campaign for new Balance and São Paulo FC is also under review. It faces scrutiny for allegedly unverifiable performance claims and a lack of client approval indicating that these practices may be more widespread than initially believed.

Ethical Implications of AI Use in Advertising

The cannes Lions controversy has ignited a broader discussion about the ethical implications of AI in advertising. The incident serves as a stark reminder of the importance of transparency and authenticity in creative campaigns and the need for robust guidelines around AI use. As the advertising industry increasingly embraces AI,maintaining ethical standards will be paramount to preserving trust and credibility.

The Future of AI in Advertising Awards

This scandal is not just about a single award being revoked; it’s about setting a precedent for how AI is used and represented in the advertising industry. Going forward, agencies will need to be more obvious about their use of AI, and award shows will need to implement stricter guidelines to ensure that all submissions are authentic and truthful.

Pro Tip: Agencies should invest in training their teams on ethical AI practices and develop internal guidelines for AI use in campaigns and award submissions. This will help to avoid future controversies and maintain the integrity of their work.

Key Takeaways From The Scandal

Issue Impact Action
AI Misrepresentation Erosion of Trust enhanced Transparency
Ethical Breach Reputational Damage stricter Guidelines
Industry Scrutiny Increased Accountability Ethical Training

Frequently Asked Questions About the Cannes Lions AI Controversy

  • Why Did Cannes Lions Revoke The Grand Prix?
    The Grand Prix was revoked because the winning case film included AI-generated and manipulated content that misrepresented real-world events.
  • What Campaign Led To The Cannes Lions Controversy?
    The campaign in question was “Efficient Way to Pay” for Consul Appliances, created by DM9.
  • What measures Are Cannes Lions Implementing To Prevent Future AI misuse?
    Cannes Lions will require participants to sign an enhanced Code of Conduct, disclose AI use, implement content detection tools, and establish an AI ethics adjudication committee.
  • What Other Awards Did DM9 Withdraw?
    Besides the Grand Prix, DM9 voluntarily withdrew awards for “plastic Blood” and “gold = Death” campaigns.
  • What Was DM9’s Response To The Cannes Lions Decision?
    DM9 apologized for the errors and stated they would implement internal safeguards, including creating an AI Ethics Committee. Their CCO also stepped down.
  • Is Any Other Cannes Lions Award Under Review?
    Yes, LePub’s Bronze lion-winning “Followers Store” campaign is also facing scrutiny for unverifiable performance claims and lack of client approval.

what are your thoughts on the use of AI in advertising? Should there be stricter regulations? Share your comments below.

Here are a few “People Also Ask” (PAA) related questions for the provided text, each on a new line:

Cannes Lions: DM9 Grand Prix Withdrawn – Navigating AI and Protecting Advertising Integrity

The Cannes Lions International Festival of Creativity, a global benchmark for advertising excellence, is constantly evolving.In 2025, the festival is already grappling wiht the increasing influence of Artificial Intelligence (AI) and ensuring the integrity of its awards. One significant development includes the withdrawal of a Grand Prix award from DM9 agency, as well as the unveiling of enhanced AI safeguards. Understand the pivotal shift unfolding in the world of advertising awards and the impact of AI in this detailed analysis.

The DM9 Controversy: A Blow to Advertising Reputation

The details surrounding the DM9 Grand Prix withdrawal remain a key talking point at the 2025 Cannes Lions. The specific reasons for the withdrawal are not yet detailed publicly,but the implications are far-reaching. This situation highlights the need for stringent validation processes and ethical frameworks in the advertising world, particularly as technological advancements evolve.

Allegations and Investigations: Key Questions

  • What were the precise reasons for the DM9 Grand Prix withdrawal? This remains the central question. Was it a breach of regulations,concerns about originality,or issues with data and content integrity?
  • What impact does this have on DM9’s reputation? The fallout of losing a Grand Prix can be significant,affecting client relationships and future business opportunities.
  • What are the implications for other award-winning agencies? This situation prompts enhanced scrutiny of past and present winners.

AI’s Growing Influence: Redefining Creativity and Authenticity

AI is dramatically transforming the advertising landscape. The Cannes Lions, and other advertising awards, must adapt. The festival organizers are proactively addressing the potential challenges and opportunities that AI presents.This includes: Data Analysis, Content Generation, and Targeted Advertising.

The Role of AI in Advertising: A Double-Edged Sword

While AI tools provide enhanced opportunities, their use also presents challenges:

  • Enhanced Creativity: AI can provide inspiration and automate.
  • Efficiency and Cost Reduction: Automating can streamline processes.
  • data-Driven Personalization: AI improves consumer targeting.
  • Authenticity Challenges: Questioning the originality of AI-generated content.
  • Ethical Concerns Issues with data privacy and biases.

AI Safeguards at Cannes Lions 2025: Protecting Integrity

In response to the evolving environment, Cannes Lions 2025 has introduced significant AI safeguards. This initiative is designed to foster innovation while maintaining the originality and integrity of the awarded work. These safeguard measures are vital to maintaining the meaning of the award.

key Safeguard Initiatives

The main initiatives implemented by Cannes Lions 2025 include the following:

  • Enhanced Verification Process: Rigorous checks will be carried out to verify the originality and authenticity of the work.
  • AI-Specific Award Categories: New categories might be created to identify AI-assisted work.
  • transparent Disclosure Requirement: Agencies must be transparent about their AI usage.
  • Expert Jury review: The jury is being trained to identify and address potential issues related to AI.
  • Continuous Advancement: These are based on data, feedback, and innovation to respond to the rapid pace of AI.

Benefits of AI Safeguards

The implementation of AI safeguards delivers several crucial benefits to the advertising industry:

Benefit Description
Maintaining Trust Enhances the integrity of awards, crucial for brand recognition.
Encouraging Originality Promotes genuine creativity and ensures an edge in the industry.
Promoting Ethical Advertising Sets benchmarks for ethical AI use.
Protecting Brand Reputation Enhances the value of winning a Cannes Lion.

Practical Tips for Agencies in the AI Era

For agencies navigating the integration of AI and seeking cannes Lions recognition, here are some practical tips:

  1. Transparency is Key: Disclose all AI usage.
  2. Focus on Human Oversight: Always have human input on AI-assisted projects.
  3. Prioritize originality: Focus on creative and unique concepts.
  4. Adhere to Ethical Guidelines: understand and apply AI ethics guidelines.
  5. Stay Updated: Keep informed to ensure compliance with the latest regulations and best practices.

Real-World Examples and Case Studies

As the industry evolves, examples of ethical AI use in advertising may soon appear. It would be engaging to see how agencies adapt and win awards.

These examples illustrate the industry’s capacity to move forward while adapting to the digital world.

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Economy

Google’s Civic AI: Beyond Profit

by Alexandra Hartman Editor-in-Chief
written by Alexandra Hartman Editor-in-Chief

Big brands are trying to figure out how to use AI across multiple departments, and tech giants such as Microsoft, Apple, Openaiand Google are all racing to position their solutions within corporate America.

But beneath this fanfare, Google has a little-known tech incubator called Jigsaw that’s trying to develop AI for more civic-minded purposes.

Created in 2011, Jigsaw studies how emerging tech impacts the world, and builds tools to mitigate some of the more harmful effects, like online harassment. It also tries to protect free speech, enhance civic deliberation, and more.

The public emergence of AI products has made this initiative more urgent.

Jigsaw has built new tools off of Google’s AI models like Perspective API and Sensemakerhave been adopted by platforms and publishers like The New York Times, OpenWeb, and Reddit, as well as local governments and universities.

“We’re helping make these divided communities that we live in discuss contested topics together in a way that’s civil, with the hopes that a lot more of us will stop lurking and start participating,” Beth Goldberg, Jigsaw’s head of research and development, said on stage at C2 Montreal on Thursday.

Spencer Baim (left), Jigsaw’s head of brand, creative, and marketing and Beth Goldberg, Jigsaw’s head of research and development, speaking at C2 Montréal.ADWEEK

What Could BG Be?

In February, Jigsaw brought Sensemaker to Bowling Green, Kentucky to pilot the tech and help local leaders gain insights from residents, because the town projected growth to double over the next 25 years.

“What would happen if our technology could really help leaders listen to what their community wanted?” said Spencer Baim, Jigsaw’s head of brand, creative, and marketing, on stage alongside Goldberg. “What if our tech allowed thousands of people to participate in an ongoing conversation about their future?”

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