Data/Analytics: Page 2
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Epsilon partners with Comscore for contextual ad program
Proximic’s natural language processing and AI contextual categorization will support Epsilon’s ad-tech platform.
By Aaron Baar • March 18, 2024 -
How to tackle measurement as Google rolls out open-source marketing mix modeling
Meridian arrives as MMMs are having a moment and the tech giant’s deprecation of third-party cookies begins to upend long-standing tactics.
By Chris Kelly • March 18, 2024 -
Trendline
What you need to know about data in marketing
The pressure on marketers is only intensifying to master data and analytics capabilities that can strengthen personalization and foster loyalty.
By Marketing Dive staff -
Google loses in local search to Instagram, TikTok among Gen Z
Though Google remains popular for local search among older generations, Instagram (67%) and TikTok (62%) are preferred among Gen Z, SOCi found.
By Aaron Baar • March 14, 2024 -
Advertising budgets are shifting due to privacy legislation, signal loss, IAB finds
Channels that leverage first-party data like CTV, retail media and social media are benefiting as the data landscape evolves.
By Sara Karlovitch • March 14, 2024 -
Pacsun unites commerce channels with first-party data solution
The retailer is the first consumer brand to take advantage of a partnership between SoundCommerce and Cordial that unites data and personalization.
By Chris Kelly • March 14, 2024 -
Women’s sports score high for TV advertisers in new research
Individual athletes including NCAA superstar Caitlin Clark also demonstrated significant starpower.
By Sara Karlovitch • March 11, 2024 -
Ad tech, agency firms continue to prop up MFAs despite crackdown pledges
New Adalytics research paints a damning picture as marketers like P&G and Mondelez continue to unwittingly waste dollars on click-bait sites.
By Peter Adams • Updated March 15, 2024 -
The bad ad ecosystem: Here’s what the research says
As use of AI continues to grow, so does the frequency of misleading and poorly made advertisements, according to a Forrester report.
By Sara Karlovitch • March 8, 2024 -
IPG integrates Adobe’s AI-driven GenStudio content creation platform
To stay apace with the competition, the agency holding company is investing in AI to automate and scale content creation for brands and marketers.
By Aaron Baar • March 4, 2024 -
Generative AI is driving a high rate of job uncertainty for marketers, per Gartner
While marketing organizations face a number of challenges, including job uncertainty and the burden of learning new martech, there are bright spots.
By Sara Karlovitch • Feb. 28, 2024 -
How Estée Lauder balances brand and performance marketing as the pendulum swings
The company’s commitment to brand equity and marketing mix modeling was the subject of a presentation during the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2024 -
Mucinex invites players to crush Mr. Mucus in AI-powered game
Mucus Masher allows users to enter a text prompt and see image generation technology and large language models bring their crushing ideas to life.
By Peter Adams • Feb. 27, 2024 -
WPP feels pinch of tech pullback as AI strategy comes into focus
The key U.S. market had a battering close to the year, with like-for-like organic revenue dropping 4.5% in the region.
By Peter Adams • Feb. 26, 2024 -
Sponsored by Stirista
Beyond red and blue: Stirista’s approach could help win the swing voter
For the first time in our lives, the upcoming presidential election could pit an incumbent against a former.
Feb. 26, 2024 -
Walmart-Vizio deal raises fresh concerns about retail media walled gardens
While the acquisition gives Walmart a leg up in retail media’s growing CTV race, it could shrink options for brands reliant on Vizio’s data sets.
By Peter Adams • Feb. 23, 2024 -
Sociable: Reddit partners with Google on data-sharing deal for search
The strategic move could help Google shore up its search business with direct integration of content like Reddit user product reviews.
By Andrew Hutchinson • Feb. 23, 2024 -
‘Treat yourself’ culture: Here’s what the numbers say
Holiday spending habits at the end of last year bring into focus the need for messaging around “the importance of you,” per the Why Group.
By Sara Karlovitch • Feb. 23, 2024 -
Walmart buys Vizio for $2.3B as retail media race turns to streaming
The deal helps Walmart catch up with Amazon and comes as its U.S. advertising unit grew revenue by 30% in fiscal 2024.
By Peter Adams • Feb. 20, 2024 -
Google bats back at IAB Tech Lab’s Privacy Sandbox takedown
The search giant went into greater detail about the “many misunderstandings and inaccuracies” it sees in the consortium’s assessment.
By Peter Adams • Feb. 15, 2024 -
Opinion
How marketers can win the love of consumers on Valentine’s Day
Successful marketers will prioritize deeper connections, according to Rosie Gentile, executive vice president, practice lead North America, FCB/SIX.
By Rosie Gentile • Feb. 13, 2024 -
By the numbers: Super Bowl LVIII
Analyzing the ups and downs of the big game, including breakdowns by social engagement, popularity and more.
By Sara Karlovitch • Feb. 12, 2024 -
IAB, MRC draft preliminary AR measurement guidelines for advertisers
The augmented reality advertising market is projected to generate $1.2 billion in revenue in the U.S. in 2024.
By Aaron Baar • Feb. 12, 2024 -
Google’s cookie deprecation plans draw fresh watchdog pushback
Google claimed a report from the IAB Tech Lab is riddled with “dozens of fundamental errors, inaccuracies and instances of incomplete information.”
By Peter Adams • Updated Feb. 6, 2024 -
J. Crew awards media AOR duties to PMG following Madewell success
The independent agency won the AOR appointment on the strengths of its data-driven Alli platform and an alignment around inclusivity.
By Peter Adams • Feb. 5, 2024 -
Amazon’s Q4 ad sales total $14.6B as Prime Video ads begin
The company also rolled out a conversational shopping experience, part of generative AI initiatives that could drive "tens of billions of dollars" in revenue.
By Chris Kelly • Feb. 2, 2024