Data/Analytics

How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'

At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.

By Peter Adams • Oct. 22, 2021

Kroger's new private programmatic marketplace courts CPGs with 'pre-optimized audiences'

Cara Pratt, of Kroger Precision Marketing at 84.51°, tells Marketing Dive about why the platform enables brands to use their DSP of choice.

By Peter Adams • Oct. 21, 2021

Explore the Trendline➔

Influencer Marketing

Despite industry-wide budget cuts since the pandemic's onset, influencer marketing has been mostly resilient as brands turn to creators for fresh content that reaches homebound consumers.

By Marketing Dive staff

How Mars approaches contextual advertising as a cookieless future looms

There is no one-size-fits-all solution for agencies looking across categories and brands, said the head of investment and activation at GroupM's Wavemaker.

By Chris Kelly • Oct. 20, 2021

Cadillac's CMO on shifting brand strategy to address supply chain, cookie challenges

At Advertising Week, Melissa Grady said holiday ads this year could focus more on brand-building for the Lyriq, Cadillac's first EV, versus typical deals-oriented messaging.

By Peter Adams • Oct. 19, 2021

Acxiom integrates identity solution with Adobe to give marketers more control

Customers using the Adobe Experience Platform can now draw on "consent-based data pools" as they navigate the deprecation of third-party cookies.

By Peter Adams • Oct. 18, 2021

IAB: Advertisers must prioritize utility over cleverness, or lose out on digital boom

Advertisers and their agencies should look at innovations in publishing that focus on anticipating consumer needs, the group recommends.

By Peter Adams • Oct. 18, 2021

Lowe's enters retail media fray as home improvement continues to engage shoppers

Publicis' CitrusAd and Criteo worked on the platform that delivered a 700% return on ad spend for one test partner in the kitchen and bath category.

By Peter Adams • UPDATED: Oct. 13, 2021 at 4:22 p.m.

Omnicom acquires Jump 450 to build out performance marketing offering

The shop will serve as the foundation for a new platform and business unit within OMG while preserving its current management.

By Peter Adams • Oct. 11, 2021

Highly effective customer-obsessed businesses: 7 must have habits

By adopting these seven habits, businesses can make sure they're putting the customer at the center of everything.

By Paige Musto, VP of Corporate Marketing at UserTesting • Oct. 11, 2021

Clothing is Gen Z's top wallet priority for first time since 2014, Piper Sandler finds

The latest Taking Stock With Teens survey finds a majority now buys and sells secondhand goods while Instagram lost ground to Snapchat and TikTok.

By Chris Kelly • Oct. 05, 2021

Gap Inc. acquires artificial intelligence startup CB4

This is the latest in a series of tech investments by the retailer, including an August deal around virtual try-on tools.

By Tatiana Walk-Morris • Oct. 05, 2021

Will Nielsen's MRC troubles be a turning point for cross-channel ratings?

The pandemic may be the stated reason for Nielsen's disaccreditation, but industry concerns over audience measurement were bubbling to the surface long before.

By Aaron Baar • Oct. 04, 2021

How PepsiCo is harnessing data to help retailers increase sales

The food and beverage giant's Pepviz platform uses analytics, data science and other tools to ensure a store is carrying the right product mix and optimizing shelf space. 

By Christopher Doering • Oct. 04, 2021

The great customer experience reset

Thriving beyond The Great CX Reset means having the right data strategy and the right expertise to execute in place - the best personalized customer experiences count on it.

Emotionally intelligent teams: 3 core practices you should know

When it comes to delivering an exceptional customer experience, companies with emotional intelligence — who really take the time to get in tune with what customers want — are winning.

By Kaj van de Loo, CTO at UserTesting • Oct. 04, 2021

IPG adopts analytics tool to measure TV, streaming diversity benchmarks

Gracenote Inclusion Analytics, a division of Nielsen, can quantify the visibility of different identities among cast members, as well as the makeup of viewers.

By Peter Adams • Sept. 27, 2021

AVOD opportunity awaits — with the right user experience

As viewers start to feel overwhelmed by paid streaming options, their appetite is growing for receiving free content in exchange for watching ads.

By Aaron Baar • Sept. 27, 2021

US advertising rebound intensifies, on pace to grow 23%, Magna says

H1 ad revenues of traditional media owners grew 11% year-over-year but were outpaced by pure-play digital ad formats that jumped 49%.

By Chris Kelly • Sept. 27, 2021

Analysts throw cold water on the great DTC pivot

A new report from BMO Capital Markets finds that direct sales by brands come with lower margins than through wholesale channels.

By Ben Unglesbee • Sept. 27, 2021

Transform your digital strategy with first-party data on social media

Many marketers consider social media to be little more than an "awareness driver," but this misconception might be limiting your digital success.

By Brooke Pianalto • Sept. 27, 2021

A company-wide customer-first obsession: a must-have, not an option

Today's companies need fast answers on whether their product or service is delivering what people want, in the ways they want.

By Janelle Estes • Sept. 27, 2021

Behr lets Spotify users visualize music with help from Katy Perry

Developed with agency TBWA\Chiat\Day LA, the effort features an ad where the musician performs various hits in color-coded outfits and backdrops.

By Peter Adams • Sept. 24, 2021

Apple's privacy changes drive up ad prices for e-commerce marketers

The rising costs of mobile ads will push online retailers again to find ways to improve campaign performance, a report by ad-tech startup Moloco suggests.

By Robert Williams • Sept. 23, 2021

Roku unveils Shopify integration in quest to secure more SMB ad dollars

In early tests of the app-enabled TV streaming ads, the streaming company helped loungewear brand Jambys raise purchase consideration 63%.

By Peter Adams • Sept. 22, 2021

P&G's Pritchard calls out Sisyphean challenges around improving measurement

Amid a flurry of controversy surrounding firms like Nielsen, the CPG executive outlined his hopes for a cross-industry solution. 

By Peter Adams • UPDATED: Sept. 23, 2021 at 10:50 a.m.