Is DNA analysis the future of personalized marketing or a false positive?

Recent setbacks point to the need to proceed cautiously in an untested marketplace, but the potential marketing boost could outweigh the negatives for brands and consumers.

By Laura Klepacki • May 21, 2019

Study: 1 in 100 ad impressions come from malicious source

More than 60% of in-banner video ads and security issues came from just three SSPs.

By Robert Williams • May 17, 2019

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

Amazon acquires key Sizmek ad tech as rivalry with Google grows

The deal for the bankrupt ad-tech company's ad server and dynamic creative optimization solution came as the e-commerce giant's ad sales boomed. 

By Peter Adams • Updated May 31, 2019

Google's new ad formats leverage machine learning to sharpen privacy focus

At an annual marketing event on Tuesday, Google pointed to a strategy for retaining user trust while still attracting ad dollars.

By Peter Adams • May 14, 2019

YouTube's new 'Bumper Machine' automates 6-second ad production

GrubHub repurposed two older ads with the tool, which uses machine learning to pick out key parts of commercials and condense them into a shorter clip.

By Robert Williams • May 14, 2019

WSJ: Viacom, CBS and Fox inch toward addressable TV, but it won't be an upfronts focus

Despite deals being brokered with pay-TV providers, targeted TV ad solutions will not command the primetime at the just-commenced annual series of presentations put on by the networks.

By Peter Adams • May 13, 2019

Calvin Klein's CMO adds responsibility as PVH Corp.'s first chief digital officer

As the head of global digital transformation for the parent company of brands like Tommy Hilfiger and Speedo, Marie Gulin-Merle's focus will include using data to boost engagement.

By Dianna Christe • May 13, 2019

Deloitte Digital buys agency Pervorm to strengthen search, social and programmatic

Founded in 2010, the shop is headquartered in Amsterdam and has an office in Ho Chi Minh City, Vietnam.

By Peter Adams • May 10, 2019

Younger consumers pay more attention to online ads, survey finds

In another positive sign for digital marketers, older consumers are buying more online now than in the past.

By Barry Levine • May 10, 2019

Turf war: Can digital heavyweights fend off linear TV's online land grab?

Companies like YouTube and Hulu took up arms against TV at a recent event for advertisers while simultaneously adopting more tactics popularized by traditional broadcast media.

By Peter Adams • May 10, 2019

Schick owner Edgewell buys razor disruptor Harry's for $1.4B

The acquisition encompasses Harry's technology suite, including data and analytics, DTC and performance marketing capabilities.  

By Peter Adams • May 9, 2019

Chick-fil-A has the strongest QSR brand personality, study says

Fast food companies were ranked on five personality dimensions, placing Sonic and Dairy Queen close behind the chicken chain while Papa John's and Burger King earned low marks.

By Lauren Manning • May 9, 2019

IAB: Digital ad revenues pass $100B on mobile, video growth

Surpassing the milestone for the first time, U.S. digital advertising revenues saw a 22% year-over-year increase in 2018.

By Chris Kelly • May 7, 2019

EMarketer: Programmatic video ad spend accelerates on strength in CTV, OTT

A boost in programmatic spending on connected TV, over-the-top video and social video ads caused the researcher to revise a previous forecast.

By Barry Levine • May 7, 2019

PepsiCo increased cost efficiency by 28% with blockchain test

While the effort shows promise for the distributed ledger technology's ability to drive down digital media costs, other recent tests produced mixed results.

By Barry Levine • May 7, 2019

The tells — both good and less-good — from Amazon's recent public posturing

With growth of its ad business only 34%, Amazon maintaining its e-commerce dominance is now under the microscope, and bigger challenges may await, writes Wavemaker's Kacie McKee.

By Kacie McKee • May 7, 2019

IAB: 80% of consumers accept ads in exchange for free digital video

Some viewers pay more attention to ads when they're watching instructional videos.

By Dianna Christe • May 6, 2019

Target, Walmart envision radically different futures for their growing media businesses

The big-box rivals both made their NewFronts debuts this year, but their pitches to advertisers largely reinforced the divide in their audiences and brand positioning.

By Peter Adams • May 3, 2019

Inside Hulu's pitch to drive half of revenue from 'nondisruptive and nontraditional' ads

At the NewFronts, the platform detailed "viewer-first" product innovations like a format catered to binge watching and Easter Egg-like deals hidden among streaming content.

By Peter Adams • May 2, 2019

Ad fraud losses drop 11% as more attempts are caught, ANA report says

Most fraud is expected to be stopped before it is paid for in 2019, according to the new report done in partnership with White Ops.

By Barry Levine • May 2, 2019

25% of companies use AI in their personalization efforts, study finds

Overall, 59% of respondents said serious efforts on personalization are still a year away.

By Laura Klepacki • May 1, 2019

Facebook's new competition-based ad metrics are what we've always needed

With the social giant's latest quality, engagement and conversion ranking metrics, we're finally headed toward transparent ad performance, Dropkick Ads CEO Orlando Rios writes.

By Orlando Rios • May 1, 2019

How Studio 71 is prepping for influencer marketing's data-driven, cross-platform future

At the IAB's Digital Content NewFronts, Marketing Dive sat down with CEO Reza Izad to discuss the network's new ad products and how it's differentiating in areas like brand safety.

By Peter Adams • May 1, 2019

Is podcast advertising effective?

Podcast advertising is the new, popular way to promote through audio programming. How effective is it?

April 30, 2019

Study: OOH is most powerful tool to get shoppers through doors

Driving store traffic was significantly less expensive for brands in 2018 than the year before, with OOH providing the biggest impact for marketers' investments.

By Laura Klepacki • April 29, 2019