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

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

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

Retailers' 2020 customer data management strategies are in flux, survey finds

As consumer expectations grow, retailers are taking a closer look at how data can support cross-channel experiences.

By Chantal Tode • Jan. 15, 2020

Can revenue-hungry retailers rise to meet digital advertising’s opportunity?

From grocery to big box stores, retailers have ramped up their ad offerings, but executives at NRF's Big Show harped on how smartly leveraging data will be critical for success.

By Peter Adams • Jan. 15, 2020

Nielsen buys Precima to expand retail, CPG analytics

The deal expands the media and ratings company's division that focuses on retail and CPG.

By Robert Williams • Jan. 13, 2020

Consumers trust USPS, Amazon and Google more than any other brands

Despite large amounts of mistrust among institutions, consumers still put their faith in tech giants and legacy brands, Morning Consult's study found.

By Dianna Christie • Jan. 13, 2020

CCPA and the continued 'privacy paradox'

Without consumer trust, the promise of personalization and digital marketing crumbles, writes Localytics CEO Jude McClogan.

By Jude McClogan • Jan. 13, 2020

How Target and Reebok reinvigorated loyalty with a data-driven playbook

Marketing executives at NRF's Big Show dished on how taking a hard look at the numbers led to difficult — but necessary — decisions in devising a turnaround.

By Peter Adams • Jan. 13, 2020

What were the most empowering, funniest and coolest video ads of 2019?

Nike, Pandora and Allstate are among the brands most successfully appealing to consumers with purpose, humor or style, according to Ace Metrix.

By Dianna Christie • Jan. 9, 2020

Why USA Today's Ad Meter will get the Super Bowl wrong — again

The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.

By Ed Keller • Jan. 8, 2020

Walmart debuts self-serve ad platform, enhanced targeting tools

The retailer is teaming with Kenshoo, Flywheel Digital and others as it looks to better compete with Amazon and Target for ad spend.

By Dianna Christie • Jan. 6, 2020

7 trends that show 2020 will be a make-or-break year for marketers

Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 6, 2020

Cadent acquires 4Info to beef up cross-screen targeting

Ad-tech consolidation continues as the CTV and OTT space heats up. 

By Dianna Christie • Jan. 3, 2020

How QSRs are leading the way on personalized, omnichannel experiences

Lessons learned by McDonald's, Starbucks and others could help marketers across the industry in 2020 and beyond.

By Chris Kelly • Jan. 2, 2020

Google tops Facebook in driving early holiday traffic to retail sites, study finds

Despite the hype around social commerce, organic and paid Google search appear more effective at delivering site traffic and conversions.

By Dianna Christie • Dec. 20, 2019

Can Coca-Cola escape the shadow of past deceptive marketing campaigns?

A research paper revealed the soda giant targeted teens and moms earlier in the decade before committing to diversify its portfolio and reduce sugar intake.

By Lillianna Byington • Dec. 19, 2019

Coke leverages Google's search data to prove the holiday spirit grows stronger

A campaign uses data analysis, including a custom-branded Google Trends page, to show how divisive topics are receding during the holiday season.

By Peter Adams • Dec. 18, 2019

Coke reinstates global CMO role in bid to unify marketing, operations

The role was scrapped just two years ago, with duties shifting to Chief Growth Officer Francisco Crespo, who will retire next year.

By Peter Adams • Dec. 16, 2019