Successful personalization demands a balance of strategy, tactics, technology and skills

Customers punish brands for undifferentiated experiences and irrelevant communications, putting a high price on executing personalization well, writes Gartner's Noah Elkin.

By Noah Elkin • June 23, 2021

Essence taps new Google AI tool to streamline data science behind media planning

GroupM-owned Essence dished on how Vertex AI enables greater agility and replicability for well-performing models.

By Peter Adams • June 14, 2021

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

Apple doubles down on privacy, further complicating tracking and targeting

Also previewed at the company's WWDC event was a FaceTime upgrade to help it compete in a videoconferencing market accelerated by the pandemic.

By Chris Kelly • June 10, 2021

Salesforce expands first-party data capabilities with new Snapchat, Google tie-ups

Several announcements from the CRM platform's Connections event addressed a growing need for customer data that can be applied with privacy in mind.

By Peter Adams • June 3, 2021

Looking for sales growth in a post-pandemic world

Significant changes in consumer behavior might make existing trackers and models less accurate, writes Helixa's Florian Kahlert.

By Florian Kahlert • June 1, 2021

Google scales data-driven Ads, e-commerce push in preparation for cookie deprecation

During its Marketing Livestream event, the tech giant detailed expanding opportunities around data and partnerships with WooCommerce, GoDaddy and Square.

By Asa Hiken • May 28, 2021

Study: 71% of consumers tire of empty promises, spurring 'age of cynicism'

Consumers trust brands less, yet still have high expectations for them to deliver on purpose, Havas' latest Meaningful Brands study finds.

By Chris Kelly • May 25, 2021

Omnicom data unit taps InfoSum tech to expand clean room capabilities

InfoSum's solution will be integrated into the Omni platform, allowing clients to pair first-party assets with a greater number of data sources.

By Peter Adams • May 24, 2021

Google boosts e-commerce push with new tech, Shopify partnership

New mobile-first rollouts announced at this year's I/O conference seek to attract marketers as consumers continue to flock to e-commerce.

By Asa Hiken • May 20, 2021

Diageo bets on data-driven partnerships with new Collaboration Center

The facility features an immersive visitor experience and offers access to the spirits marketer's data and analytics resources.

By Asa Hiken • May 18, 2021

Ad executives start warming up to in-person events, survey finds

Compared to earlier this year, U.S. advertising executives are more positive about the idea of attending, sponsoring or creating in-person events, though not until later this year.

By Robert Williams • May 12, 2021

Yum ramps up transformation with new tech deals. How will they impact marketing?

Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.

By Peter Adams • May 12, 2021

WPP taps Microsoft for virtual production platform, signaling hybrid working models will endure

Supported by Azure, Cloud Studio will help the agency group cut down on traditional studio work as part of its efforts to improve sustainability. 

By Peter Adams • May 10, 2021

WPP bets on first-party data services with Choreograph launch

A new division combines data units from GroupM and Wunderman Thompson and is already working with Walgreens Boots Alliance.

By Peter Adams • May 3, 2021

Verizon sells media business after struggle to dent digital advertising duopoly

Apollo acquiring the unit behind AOL and Yahoo is another signal that navigating digital media hasn't gotten easier even as the channel now dominates consumer habits.

By Peter Adams • May 3, 2021

Apple revenue up 54% as services hit all-time high

Its increasingly essential Services business saw 27% revenue growth to $16.9 billion on the quarter as subscriptions hit 660 million.

By Chris Kelly • April 29, 2021

Kantar deepens data pool with Numerator acquisition reportedly valued at $1.5B

First announced in April and now completed, the transaction squares with how Bain Capital has been looking to ramp up Kantar's data-driven transformation.

By Peter Adams • Updated July 6, 2021

Branded content, influencer marketing make up biggest slice of digital ad budgets

The need for advertisers to quickly move up and down the purchase funnel is driving a shift in budget allocations, an Advertiser Perceptions survey found.

By Robert Williams • April 22, 2021

How brands are fumbling sustainability — and how they can get it right

Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.

By Chris Kelly • April 19, 2021

What advertisers stepping into the gaming arena should know

The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve, writes Merkle's Kimberly Dutcher.

By Kimberly Dutcher • April 19, 2021

Brands could lose fickle Gen Zers over poor digital experiences

Eighty percent of younger consumers said they're more willing to try new brands online since the pandemic began, a survey by Sitecore found.

By Robert Williams • April 16, 2021

How PepsiCo leverages startup expertise to keep pace with digital tech trends

Recent partnerships through the PepsiCo Labs venture focus on virtual experiences and new methods of product integration, speaking to a need to think beyond traditional ads.

By Peter Adams • April 16, 2021

Dollar Tree sets up retail media network amid boom for discount category

Chesapeake Media Group is supported by new technology partnerships with Swiftly Systems and Aki Technologies.

By Peter Adams • Updated April 16, 2021

GumGum secures $75M funding round as interest in contextual targeting heats up

Investment from Goldman Sachs will go toward an "aggressive" M&A strategy as the ad-tech company capitalizes on demand for cookie alternatives.

By Peter Adams • April 13, 2021

What AVOD's growth means for marketers in search of evolving consumers

As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

By Chris Kelly • April 13, 2021