Omnicom-IPG deal closes as agencies chase scale to revive growth

The combined companies form the world’s largest agency as size becomes a key advantage in the race to win in areas like data-driven marketing. 

By Peter Adams • Updated 9 hours ago

Gap ties viral marketing to retail results as Gen Z relevance rises

A recent campaign with girl group Katseye delivered 8 billion media impressions and contributed to double-digit gains in the adult denim category.

By Peter Adams • Nov. 21, 2025

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

The CMO-CFO relationship: Here’s what the numbers say

Less than a quarter of marketers are completely aligned with their CFO regarding metrics and budgets, according to new research.

By Sara Karlovitch • Nov. 21, 2025

Creator ad spend to reach $37B as marketers turn to AI for scale: IAB

While nearly three-quarters of advertisers already use or are planning to use AI in the next year to boost efficiency in the creator space, concerns remain.

By Aaron Baar • Nov. 20, 2025

How Danone optimizes creator-driven ads as investment surges

CreativeX has developed creator content benchmarks to help advertisers bridge the gap between authenticity and measurable effects.

By Chris Kelly • Nov. 20, 2025

CMOs see support for brand building fade while ROI scrutiny rises: NIQ

Fewer marketers see CEOs and CFOs backing long-term brand investment while confidence in brand purpose has plunged in a divided climate.

By Peter Adams • Nov. 19, 2025

Value tops shoppers’ wish lists this holiday season in new survey

Gen Z is the most likely to shop in physical stores this season, at a rate of 91%, according to new data from Mastercard. 

By Sara Karlovitch • Nov. 19, 2025

PubMatic touts AI’s role in stronger-than-expected Q3 earnings

In general, ad-tech firms delivered revenue gains in Q3 and are benefiting from how AI can support more unified marketing campaigns.

By Aaron Baar • Nov. 17, 2025

Will Amazon’s AI-powered one-stop shop for advertising change the game?

At its UnBoxed conference, Amazon showcased new tools it claims provide unprecedented flexibility in buying and intelligence for advertisers.

By Chris Kelly • Nov. 17, 2025

Gartner: AI agents fail to ease CMO pain amid need for deeper shifts

Nearly two-thirds of marketers believe AI will dramatically change their role, but many are not making the organizational changes needed to deliver results.

By Peter Adams • Nov. 17, 2025

Owning the moment: How brands can win the 2026 World Cup with real-time, data-driven activation

Turn every World Cup goal into a brand moment that drives emotion, loyalty and action.

Nov. 17, 2025

What supply chain leaders need to know about upskilling and reskilling

The talent gap threatens to leave $8.5T in revenue untapped by 2030. As supply chains become increasingly digital, companies need a highly skilled team to keep pace.

Nov. 17, 2025

Wendy’s doubles down on marketing effectiveness as part of turnaround

The QSR’s partnership with consultant Creed UnCo aims to clarify what drives purchasing decisions and refine messaging around value. 

By Peter Adams • Nov. 10, 2025

Inside Amazon DSP’s growing bid to marketers — and threat to competitors

Execs from Amazon and across the industry weigh in on a key part of the company’s surging ad business.

By Chris Kelly • Nov. 10, 2025

How Corona Cero mixed AI, human insights to find Olympic gold

Artificial intelligence-powered language analysis and psychological theory helped AB InBev create an Olympic campaign in three weeks.

By Chris Kelly • Nov. 7, 2025

Definition of ‘TV’ is expanding: Here’s what the numbers say

Thirty-five percent of consumers now spend more time watching social media videos than streaming content, according to Deloitte.

By Sara Karlovitch • Nov. 7, 2025

Inside Lowe’s social-first holiday push as Gen Alpha enters the market

CMO Jen Wilson explains how the home improvement retailer measures the success of in-store experiences and its new creator network.

By Chris Kelly • Nov. 4, 2025

What marketers are missing as loyalty drivers evolve: report

Nearly two-thirds of marketers still believe brand love motivates repeat purchases, which are in reality often driven by pragmatic considerations.

By Peter Adams • Nov. 4, 2025

IAB maps best practices for performance-driven CTV ads

Without a way to show measurable ROI, connected TV could face reduced demand as performance-driven channels like search and social capture spend. 

By Aaron Baar • Nov. 3, 2025

WPP losses intensify as hopes turn to AI ‘golden age’ for marketing

In her first quarterly trading update as CEO, Cindy Rose dubbed the group’s performance “unacceptable” and lacking in execution on key fronts. 

By Peter Adams • Nov. 3, 2025

How Liquid Death lifted sales with Ibotta’s promotion optimization tool

Chief Media Officer Benoit Vatere explains where the performance marketing platform’s new tool fits in the beverage brand’s full-funnel strategy.

By Chris Kelly • Nov. 3, 2025

Amazon says DSP is now ‘fully featured’ as ad-sales boom continues

Strengths in Amazon DSP, live sports content on Prime Video and budding generative AI tools helped deliver 24% growth in advertising in Q3.

By Peter Adams • Oct. 31, 2025

Google’s full-stack AI approach drives Q3 search, YouTube ad revenue gains

Parent company Alphabet delivered its first $100 billion quarter, with AI supporting ad relevancy, performance and automation.

By Chris Kelly • Oct. 30, 2025

Meta’s AI bets supercharge marketing efficiency — and costs

The annual revenue run rate for Meta’s AI ad infrastructure, including Advantage+, is now over $60 billion, speaking to increased uptake. 

By Peter Adams • Oct. 30, 2025

Inclusive marketing ‘in paralysis’: How brands can reject the standstill

Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.

By Jessica Hammers • Oct. 27, 2025