Joe Ligé, Founder & CEO, Culture Hive Media Group, explains why culture, not identity, drives performance in advertising.We break down cultural targeting, AI-powered ad relevance, and how brands can avoid “cringe” marketing moments. Plus: Meta vs. Google ad revenue, OpenAI’s ad future, and Viant’s latest acquisition strategy.Takeaways Culture Demographics Bad ads come from cultural blind spots Cultural relevance can be measured Brands should focus on rituals, communities, and moments Programmatic is shifting from “who” to “where.” Authenticity beats proximity Meta’s growth is accelerating OpenAI ads are comingChaptersLearn more about your ad choices. Visit megaphone.fm/adchoices