Data/Analytics: Page 4
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Opinion
Mastering cookie deprecation: 3 essential insights for marketers
It’s important to prioritize zero- and first-party data and remain focused on the consumer, according to Tim Braz, chief revenue officer at PCH Media.
By Tim Braz • Jan. 4, 2024 -
Snap names Samba TV measurement partner in pitch to entertainment advertisers
The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.
By Jessica Deyo • Jan. 4, 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 -
Third-party data loss could be problematic for SMBs: Here’s what the numbers say
As the privacy debate continues to play out, small and medium-sized businesses could lose access to a powerful tool.
By Sara Karlovitch • Dec. 22, 2023 -
In-house agency sophistication rises, output improves: survey
Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.
By Peter Adams • Dec. 21, 2023 -
Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns
One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.
By Peter Adams • Dec. 18, 2023 -
Column
Sociable: Google reveals next step toward removal of tracking cookies
Starting today, Google will begin limiting cross-site tracking for some users by restricting website access to third-party cookies by default.
By Andrew Hutchinson • Dec. 15, 2023 -
Diageo outlines 5 key consumer trends for 2024, including neo-hedonism
The spirit brand’s new report was developed using a proprietary research tool and underscores the need for brands to remain nimble.
By Sara Karlovitch • Dec. 15, 2023 -
YouTube reinforces brand safety for growing Shorts format
New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.
By Jessica Deyo • Dec. 14, 2023 -
Opinion
Why brands aren’t fully invested in retail media networks
To be truly successful, retail media networks must invest in products that help brands help themselves, according to Guideline’s Darrick Li.
By Darrick Li • Dec. 12, 2023 -
Dentsu: Ad market to grow 4.6% as brands priortize attention over reach
An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers.
By Peter Adams • Dec. 11, 2023 -
Sponsored by MikMak
How multichannel brands can turn views into revenue on YouTube
Leverage YouTube’s 122M daily viewers to turn views into revenue for multichannel brands.
Dec. 11, 2023 -
Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say
Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.
By Sara Karlovitch • Dec. 8, 2023 -
Advertisers will ramp up spend on creators in 2024, IAB forecasts
Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.
By Jessica Deyo • Dec. 7, 2023 -
ANA: Just 36% of programmatic spend reaches consumers due to ‘cost waterfall’
Marketers could realize $22 billion in efficiency gains with better practices, a figure representing one-quarter of the open web market.
By Peter Adams • Dec. 6, 2023 -
Globant’s deal for Gut points to challenges facing independent agencies
While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.
By Aaron Baar • Dec. 4, 2023 -
Ad-spending market continues to recover, though 2024 presents mixed picture
GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.
By Peter Adams • Dec. 4, 2023 -
Addressable TV stakeholders form trade organization as ad spend grows
Forty percent of TV advertisers expect to spend more on addressable advertising in 2024 compared to 2023, according to new research.
By Sara Karlovitch • Nov. 30, 2023 -
RTB House turns to generative AI to improve programmatic precision
A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting.
By Peter Adams • Nov. 27, 2023 -
Winners and losers of Black Friday 2023
Data shows consumers turned to mobile to shop, while some analysts lowered their forecast for the season.
By Nate Delesline III • Nov. 25, 2023 -
Ally’s generative AI experiment reduces marketing busywork
Ally.ai is helping with early stage marketing processes including summarizing content, drafting ad copy and improving SEO.
By Peter Adams • Nov. 17, 2023 -
Teen TikTok usage plateaus — here’s what the numbers say
While usage has flattened, TikTok overtook YouTube for the first time as the top platform for teens, according to findings from Forrester.
By Sara Karlovitch • Nov. 17, 2023 -
GroupM, Google launch post-cookie readiness program as deprecation nears
The industry-first initiative brings together clients of WPP’s media-buying arm to understand what Privacy Sandbox APIs mean for advertising’s future.
By Chris Kelly • Nov. 15, 2023 -
Stagwell enlists Google Marketing Cloud to accelerate generative AI bets
A new partnership supporting the Stagwell Marketing Cloud will touch on functions ranging from campaign planning to market research.
By Peter Adams • Nov. 13, 2023 -
How Pop-Tarts Bites hones its messaging with data-driven insights
A pilot with VidMob used AI and machine learning to reveal that functional messaging performed better across Meta than more emotionally led ads.
By Peter Adams • Nov. 13, 2023 -
Sponsored by Lumavate
Four reasons why your business needs a PIM
A product information management (PIM) solution is a must-have for CPG and manufacturing companies.
Nov. 13, 2023