Tackling identity's biggest challenges in a cookieless world

Identity is the key to creating a singular customer view across channels, devices and touchpoints, in addition to guiding a superior customer journey.

March 3, 2020

Gen Z relies on influencers for purchase decisions, Kantar says

Almost half of young adults have made a purchase decision based on an influencer's recommendation.

By Robert Williams • March 2, 2020

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

How coronavirus could impact marketing, from e-commerce to the Olympics

The outbreak may have a cooling effect on a year that was forecast to see greater media investments, and highlights realities unique to the digital age.

By Peter Adams • Feb. 28, 2020

DTC's impact on marketing unlikely to cool despite slew of bad news, analysis says

GroupM's Brian Wieser ​suggests blows to would-be disruptor brands like Brandless may tell a story that's more negative than underlying trends.

By Peter Adams • Feb. 25, 2020

Burger King's moldy Whopper ad sparks visceral reactions, but scores on subversion

An analysis found the gross-out concept underperformed in areas such as stoking desire, but successfully captured attention above category benchmarks.

By Peter Adams • Feb. 24, 2020

Google tops Facebook, Instagram in e-commerce activity, study finds

Google's ability to drive stronger sales and web traffic than the social giants indicates key differences in how people use the respective platforms.

By Robert Williams • Feb. 24, 2020

74% of marketers implement personalization in 6 or fewer channels, study says

Survey respondents are using a variety of methods to capture first-party data, including promotions, loyalty programs, opt-in methods and logins.

By Robert Williams • Feb. 19, 2020

CMOs worry that recession will have negative effect on 2020, survey says

More than a third of businesses are expected to bring more marketing agency work in-house in 2020 to cut costs. 

By Robert Williams • Feb. 18, 2020

Kroger's self-serve ad platform addresses attribution challenge with sales data

By letting advertisers view online and in-store sales data on the platform, the retailer aims to bring more transparency into the ad buying process.

By Dianna Christie • Feb. 14, 2020

56% of marketers think AI will negatively impact branding in 2020, study says

While automation has benefited several marketing functions, maintaining creative excellence is a concern of many marketers.

By Dianna Christie • Feb. 7, 2020

How Coke, Reese's turned Super Bowl ads into Amazon sales after the game

Profitero's report suggests that viewers were wooed by some ads into buying products online.

By Dianna Christie • Feb. 4, 2020

Despite Super Bowl LIV's marketing deja vu, several ads break out

Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.

By Peter Adams • Feb. 3, 2020

By the numbers: Super Bowl LIV

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

By Nami Sumida • Feb. 3, 2020

Report: Walmart Media Group tests Xandr, The Trade Desk for DSP partnership

The move comes after Walmart debuted its own in-house ad portal last month.

By Dianna Christie • Feb. 3, 2020

Unilever increases spend on purpose-driven marketing

The company is making purpose one of its pillars of growth and says internal data shows that the approach drives short- and long-term results.

By Dianna Christie • Jan. 31, 2020

Sports sponsorship spend to increase the most in a decade, report says

Led by investment in the 2020 Olympics, worldwide sports sponsorships are expected to bring in $48.4 billion this year, up 5%.

By Dianna Christie • Jan. 29, 2020

Loyalty drivers grow complex as consumers get more complicated, report says

Loyalty lifted an average of 20% over the past year, suggesting that consumers are clinging to companies that deliver in an uncertain landscape.

By Dianna Christie • Jan. 28, 2020

One size does not fit all for brands in music

As brands begin to enter the music vertical, it's important to recognize that tactics must be strategically aligned with objectives, says Momentum Worldwide's Glenn Minerley.

By Glenn Minerley • Jan. 28, 2020

Google reconsiders paid search redesign amid criticism

The mid-January redesign of paid search results on desktop obscures the difference between ads and organic results, according to critics.

By Dianna Christie • Jan. 27, 2020

Accenture Interactive partners with Ideoclick to expand e-commerce services

The cloud-based software and services firm is best known for its work with consumer brands that sell on Amazon.

By Robert Williams • Jan. 23, 2020

DoubleVerify rolls out certification program to address CTV ad fraud

Amobee, MediaMath, SpotX, The Trade Desk and AT&T's Xandr are the first ad-tech platforms to receive the certification.

By Robert Williams • Jan. 22, 2020

With Google's decision to kill 3rd-party cookies, marketers forecast a doomy scenario

The move is neither unprecedented in tech nor unexpected from Google, but a fiery response speaks to its industry-rattling implications.

By Peter Adams • Jan. 22, 2020

Olympics, election power 7.2% lift in 2020 US ad spending, study predicts

More than 57% of the total, or $223.1 billion, will go toward offline channels such as linear TV and experiential marketing.

By Robert Williams • Jan. 21, 2020

CTV extends audience reach while boosting engagement, study says

The analysis of 60 million interactive impressions across a number of major brands found that CTV effectively reaches cord-cutters and cord-nevers.

By Robert Williams • Jan. 16, 2020

Google plans to drop support of ad-tracking technology

The search giant aims to protect consumer privacy, and will prevent marketers from connecting browser cookies to websites they don't operate.

By Robert Williams • Jan. 15, 2020