Media usage poised to dip in 2025: Here’s what the numbers say

This year is expected to deliver the first drop in consumer usage across traditional and digital media channels since the Great Recession in 2009.

By Sara Karlovitch • April 25, 2025

Gopuff enhances in-house ads platform with new incrementality solutions

The measurement tools, launched with Koddi, were tested in a pilot program that saw incremental purchases per user increase over 40% on average.

By Aaron Baar • April 24, 2025

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Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

What’s next as Google keeps cookies amid challenges to its dominance

The decision to not move forward with an opt-out option arose out of an “evolution” of the industry and regulatory environments, said a Google official.

By Chris Kelly • April 23, 2025

Most consumers will pay 25% more for their favorite brands, survey finds

Positive customer experiences, consistent product quality and long-term brand familiarity drive greater loyalty, a UserTesting study found.

By Michael Brady • April 22, 2025

OpenAP’s TV network owners push ahead on interoperable streaming ads

The firm’s new identity solution undertakes data privacy considerations for premium video ads in a multiscreen environment.

By Aaron Baar • April 21, 2025

IAB: As brands diversify ad spend, midsize media firms grow fastest

The largest growth in the digital market last year came from mid-tier media platforms, streaming services and e-commerce businesses. 

By Peter Adams • April 17, 2025

Uber and Instacart deepen tie-up with advertising integration

The goal is to provide CPG advertisers of all sizes with a range of capabilities across the Uber Eats grocery and retail marketplace.

By Aaron Baar • April 14, 2025

The social traveler: Here’s what the numbers say

Two-thirds of Gen Z travelers use social media for inspiration and 52% of consumers overall would consider visiting a place featured on screen.

By Sara Karlovitch • April 11, 2025

Google Cloud touts new AI tools to simplify marketing, customer experience

At Google Cloud’s Next ‘25 conference, the tech giant will lay out innovations that speak to how brands and agencies can use artificial intelligence.

By Chris Kelly • April 9, 2025

WPP inches away from legacy ID solutions with InfoSum acquisition

The deal ramps up the holding group’s AI-powered data and identity capabilities at a time of widespread signal loss for marketers. 

By Aaron Baar • April 7, 2025

How modern data approaches solve for quality, consistency and privacy

How Dun & Bradstreet solves for data quality, consistency and privacy in today’s evolving marketing world.

By Marc Fanelli, SVP Digital Audiences North America & Global Operations, Dun & Bradstreet • April 7, 2025

In-game ads drive 27% of mobile gamers to purchase a new product: Zynga

Among mobile gamers, 43% will research a new product after seeing an in-game ad, per new research from the game developer.

By Aaron Baar • April 3, 2025

How Kellanova’s clean room is improving targeting and lifting sales

The CPG marketer reworked creative and media plans to help turn around Special K in the U.K. and is using the same approach for brands like Pringles.

By Chris Kelly • April 3, 2025

Sociable: What consumers expect from brands on social in 2025

Consumers primarily follow brands on social media to be aware of their latest deals and promotions, according to Emplifi's latest “Social Pulse” report.

By Andrew Hutchinson • April 2, 2025

Aquila shares progress report as it works to fix cross-media measurement

Executives from the ANA-owned entity and Unilever discussed what’s next for the platform and named Comscore a new TV partner at an ARF event. 

By Chris Kelly • March 31, 2025

Adobe’s latest integration shows a path forward for cookieless campaigns

In a test, ad-tech company Utiq's ID delivered over 90% of impressions in non-Chrome browsers. 

By Aaron Baar • March 31, 2025

Influencer marketing surges: Here’s what the numbers say

In 2025, 59% of marketers plan to partner with more influencers compared to 2024 as consumers explore new social media platforms, per Sprout Social.

By Sara Karlovitch • March 28, 2025

Global ad spending expectations sink on trade war uncertainty: WARC

The firm cut its outlook for the next two years by nearly $20 billion as categories like automotive, retail and technology face tariff chaos.  

By Peter Adams • March 27, 2025

IAB: AI adoption for campaigns lags amid data, transparency concerns

While half of the agencies, publishers and brands that haven’t fully integrated AI across their campaigns expect to do so by 2026, most lack a road map.

By Aaron Baar • March 24, 2025

Gen Alpha tweens hold significant sway over parents’ purchases: study

Gen Alpha is emerging as a luxury-focused generation, with 68% owning a luxury product by the age of 10.

By Sara Karlovitch • March 20, 2025

Why 2025 will be the year for ‘fill-in-the-blank’ media networks

Organizations in industries as varied as software or travel have or are planning to launch ad networks, and many more will follow, said Upwave’s Chris Kelly.

By Chris Kelly • March 20, 2025

Publicis’ Coke media account win could be landing at just the right time

Activity in the prebiotic soda space is primed to ramp up as Coke promotes its first offering in the category and PepsiCo acquires Poppi.

By Peter Adams • March 17, 2025

The future of retail media networks: Here’s what the numbers say

Measurement concerns, a lack of automation and increased competition may slow the growth of retail media networks.

By Sara Karlovitch • March 14, 2025

CMO role paves path to bigger leadership appointments: Spencer Stuart

Nearly two-thirds of CMOs who left their jobs were either promoted internally or moved onto a similar or higher role at a different brand.

By Peter Adams • March 12, 2025

TikTok ad revenue could top $32B — if it doesn’t lose its biggest market

Nearly $12 billion of the app’s ad revenue comes from the U.S. and would likely trickle down to Google and Meta if a ban goes through.

By Sara Karlovitch • March 12, 2025