What the Super Bowl and Olympics taught NBCUniversal about the new era of measurement

NBCU's Kelly Abcarian and iSpot.tv CEO Sean Muller detailed what a massive test-and-learn portends for the upfronts and beyond.

By Chris Kelly • Feb. 23, 2022

Kraft Heinz teams with Google to accelerate digital transformation

The CPG marketer will use Google tech in a bid to strengthen consumer relationships and engagement by delivering personalized content at scale.

By Chris Kelly • Feb. 18, 2022

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

Walmart's ad business hits $2B as automation plays larger role

Nearly half of ad sales during the key holiday period came from automated channels, while the retailer is investing more in its tech stack.

By Peter Adams • Feb. 18, 2022

Walgreens bolsters retail media network with self-serve programmatic, clean room

Launching broadly in Q2, a new solution will let advertisers leverage the retailer's data for targeting on their preferred demand-side platform.

By Chris Kelly • Feb. 17, 2022

By the numbers: Super Bowl LVI

The big game's ads, broken down by sentiment, social engagement and more.

By Annie Fu • Feb. 14, 2022

IAB warns of 'measurement blackout' as marketer priorities remain misaligned

Spending on third-party data grew to $13.3 billion last year despite the pending deprecation of cookies, according to the trade group.

By Peter Adams • Feb. 9, 2022

How media conglomerates are plotting the future of measurement and identity

NBCUniversal's moves in advance of the Olympics and the Super Bowl hint at what's to come at the upfronts and beyond.

By Chris Kelly • Feb. 8, 2022

WPP gains early access to Instacart ad products in latest retail media bet

Partnering with the agency could give Instacart more direct access to powerful CPG clients on its roster, including Coke, P&G and Unilever.

By Peter Adams • Feb. 7, 2022

Innovid acquires TVSquared in quest to realize cross-platform measurement

Innovid has completed the deal, merging its ad serving footprint of more than 95 million connected homes with the measurement and attribution platform.

By Peter Adams • Updated March 3, 2022

What marketers can expect in 2022 amid continued uncertainty

As they make plans for this year and beyond, marketers can rely on the lessons of the past two years as they look forward.

Feb. 3, 2022

Profitable personalization: boosting audience engagement with zero- and first-party data

Utilize zero- and first-party data to leverage audience engagement.

Jan. 31, 2022

What's next for advertisers as Google changes course again on cookie alternatives

Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.

By Chris Kelly • Jan. 28, 2022

Can retailers grab more CPG ad dollars without repeating digital media’s mistakes?

While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.

By Peter Adams • Jan. 25, 2022

Data marketing spend tops $29B in US as cookie deadline looms

Clean rooms and data management platforms are among the categories set to receive steeper investments in 2022, Winterberry Group forecasts.

By Peter Adams • Jan. 24, 2022

B2B marketing success in 2022 relies on 4 elements

A look at 4 emerging B2B marketing data and attribution trends that will be essential in 2022.

Jan. 24, 2022

Twitter users tire of 'sea of same' from brands, report finds

Relying only on humor can feel outdated and strip a brand of its distinctiveness, survey respondents said, suggesting it's time for messaging to evolve.

By Nina Lentini • Jan. 20, 2022

TV tops in video for reaching advertisers' goals, survey finds

Advertisers' opinions on the effectiveness of digital video ads have declined in the past year while TV, including CTV, has gained ground.

By Nina Lentini • Jan. 19, 2022

Can restaurant marketers get digital right while facing panoply of pressures?

Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.

By Chris Kelly • Jan. 18, 2022

NBCUniversal crowns iSpot.tv a preferred measurement partner amid strategy shakeup

In a move to break with legacy metrics, the network will put iSpot.tv's tools to the test in a "massive pilot" around the Winter Olympics and Super Bowl.

By Peter Adams • Jan. 13, 2022

Avocados from Mexico fuses branding, performance marketing for Super Bowl return

 A virtual home experience hosted by Drew Brees speaks to a larger premium on e-commerce and first-party data acquisition. 

By Peter Adams • Jan. 11, 2022

GroupM: Next-gen tech hype wanes while consumer data wariness rises

Missed expectations for tech like 5G and AR/VR suggest marketers will encounter obstacles amid lofty plans to build out the metaverse.

By Peter Adams • Jan. 10, 2022

Social commerce to grow 3 times as fast as e-commerce, Accenture predicts

Driven by Gen Z and millennials, shopping on social media platforms is forecast to grow from $492 billion in 2021 to $1.2 trillion by 2025.

By Chris Kelly • Jan. 6, 2022

NBCUniversal's new advertising platform streamlines first-party data across portfolio

NBCUnified wields 150 million unique person-level identifiers drawn from company offerings spanning theme parks to the Peacock streamer.

By Peter Adams • Jan. 5, 2022

Best Buy launches in-house media company

The electronics retailer seeks to turn 3 billion annual interactions into insights and opportunities for brands looking to reach consumers.

By Chris Kelly • Jan. 4, 2022

Retailers tailor holiday paid social to Gen Z, with YouTube grabbing biggest spend

The findings show Gen Z wields growing purchasing power and is more comfortable buying through apps like YouTube and Instagram as social commerce booms.

By Peter Adams • Dec. 23, 2021