Data/Analytics


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    Opinion

    What Google Chrome’s potential sale means for the future of advertising

    The pressure is on for marketers to establish data-driven, adaptable strategies, according to Keen Decision Systems’ Bradley Keefer.

    By Bradley Keefer • Dec. 2, 2024
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    hxdbzxy via Getty Images
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    Sponsored by Urban Science

    Bridging the divide between personalization and restriction

    Consumers want the personalization that comes from the collection and smart use of data but worry about how companies leverage the information.

    Dec. 2, 2024
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    Justin Sullivan via Getty Images
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    Why Google’s potential Chrome sell-off could sow fresh marketing disruption

    A transition would not be smooth or quick, experts cautioned, since so much ad activity and so many ad products are closely tied to the browser.

    By Nov. 22, 2024
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    Brendan Hoffman / Stringer via Getty Images
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    Will 2025 be a year of contradictions? Here’s what the numbers say

    In 2024, fragmented privacy laws, AI use and an uncertain financial landscape disrupted the marketing landscape, and next year isn’t looking any easier.

    By Nov. 22, 2024
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    Sponsored by Klue

    Beyond the price tag: The real deal-breakers, according to your buyers

    Klue analyzed 3,400+ buyer interviews and uncovered the shocking truth about why deals are won or lost. Spoiler: it's not what your CRM data is telling you.

    Nov. 18, 2024
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    Courtesy of True Religion
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    Deep Dive

    ‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers

    Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.

    By Nov. 13, 2024
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    Courtesy of Keurig Dr Pepper
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    Keurig Dr Pepper taps new CMO to accelerate digital-first marketing

    Drew Panayiotou, most recently of Pfizer, is tasked with embracing new technology and keeping up momentum for brands like Dr Pepper.

    By Nov. 12, 2024
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    Trade Desk’s strong Q3 underscores key strengths as digital marketing evolves

    The advertising platform has posted a 20% revenue gain for 11 straight quarters.

    By Aaron Baar • Nov. 11, 2024
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    AppLovin’s breakthroughs in AI-powered advertising propel growth

    The ad-tech firm, which has become a darling tech stock this year, has its sights set on e-commerce as the next big opportunity.

    By Nov. 8, 2024
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    TV advertising drives brand results: Here’s what the numbers say

    A review of first-time TV advertisers indicates the channel supports mid-funnel activity like consideration.

    By Nov. 8, 2024
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    Courtesy of Papa Johns
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    Papa Johns names new CMO to elevate data-driven creativity

    Jenna Bromberg, previously director of core marketing at Pizza Hut, joins Papa Johns as it works to improve perceptions around value and loyalty experiences.

    By Nov. 7, 2024
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    Justin Sullivan via Getty Images
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    Yum Brands says AI-powered marketing is helping drive transactions

    Discussing Q3 earnings, CFO Chris Turner also said the technology is helping to reduce churn and should be easily scalable across brands.

    By Nov. 6, 2024
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    Courtesy of Goodness
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    How Oreo’s new DTC platform fits into Mondelēz’s evolving data strategy

    The cookie brand’s work with digital commerce agency Goodness is at the core of its marketing transformation agenda.

    By Nov. 5, 2024
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    Giuliano Benzin via Getty Images
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    Nielsen gets shot in the arm from MRC’s livestream accreditation

    Advertisers increasingly rely on multiple sources for insight into viewing habits, but Nielsen remains the leading TV currency despite recent setbacks.

    By Aaron Baar • Nov. 4, 2024
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    Scott Olson/Getty Images via Getty Images
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    Snap doubles number of advertisers in Q3 as AI, AR bets persist

    The platform’s hot streak endures as it reports 10% year-over-year ad revenue growth and the addition of 37 million daily active users during the period.

    By Oct. 31, 2024
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    Bennett Raglin/Getty Images for Bustle via Getty Images
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    GroupM doubles advertiser spend on women’s sports within months

    Over 20 brands in the agency’s portfolio leveraged its dedicated marketplace to prioritize and monetize women’s sports advertising.

    By Oct. 29, 2024
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    Courtesy of DPR Construction
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    Column

    Sociable: Meta is developing a search engine to power its AI chatbot

    The company reportedly wants to reduce its reliance on data from Microsoft’s Bing and Google at a time when all three are battling for AI supremacy.

    By Andrew Hutchinson • Oct. 29, 2024
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    The marketing job market: Here’s what the numbers say

    It's more challenging to get a marketing job today than it was five years ago, according to 68% of industry professionals surveyed by CMI.

    By Oct. 25, 2024
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    Courtesy of Georgia-Pacific
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    Q&A

    How Georgia-Pacific creates value by investing in retail media networks

    Paras Shah, the senior director of digital media at the CPG giant, reminds retail media networks “that is your full funnel — not my full funnel.”

    By Oct. 22, 2024
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    Publicis again raises guidance as personalization bets attract clients

    Account wins from marketers like Hershey underpinned a positive quarter that delivered 5.8% organic growth and saw two large acquisitions.

    By Oct. 21, 2024
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    Top takeaways from Advertising Week 2024 marketers need to know

    Leading marketers like PepsiCo Foods, Home Depot and Diageo tackled topics ranging from artificial intelligence to media networks at the annual confab.

    By Oct. 18, 2024
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    Moët Hennessy on balancing generative AI hype with luxury expectations

    Everything from programmatic to virtual influencers could be impacted by the emergent tech, executives said at Advertising Week New York.

    By Oct. 17, 2024
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    Spending on experiential marketing tops pre-pandemic levels

    While B2C marketers remain the big spenders in this space, the B2B segment is expected to see 11% growth, according to PQ Media research.

    By Oct. 17, 2024
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    Courtesy of Amazon
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    Amazon unboxes advertiser capabilities spanning AI, DSP and insights

    The retail media giant refreshed its demand-side platform and rolled out new generative artificial intelligence tools to help marketers utilize its ad services.

    By Oct. 15, 2024
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    Advertisers see data standards strategies as critical, but confidence lacks

    Respondents believe they could see an average 33% ROI increase by having data standards strategies, per a report from Advertiser Perceptions.

    By Aaron Baar • Oct. 14, 2024