Hershey, Tyson, Meredith join new initiative to elevate ad measurement standards

Truth in Measurement aims to improve the lack of transparency when advertising with publishers that are afraid of compromising readers' privacy.

By Erica Sweeney • Jan. 16, 2019

Why Gartner expects CMOs to cut marketing analytics units in half

"Failure to realize promised improvements" was listed as the main reason by the firm, but there are other factors for marketers to consider. 

By Erica Sweeney • Jan. 15, 2019

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

Nestle, Tesco drive sales with Dunnhumby's new multichannel media tool

Dunnhumby Media uses retailer data to engage customers with personalized messages across in-store, mobile, online and out-of-home.

By Erica Sweeney • Jan. 15, 2019

Report: Hulu tests performance-based measurements for advertisers

With the new product, advertisers can glean more granular data on the viewers watching ad-supported content.

By Erica Sweeney • Jan. 11, 2019

What brands can learn from Netflix's 'Bandersnatch'

Interactive storytelling gives viewers more control over content and lets marketers glean valuable insights into their preferences, writes Playbuzz's Shachar Orren.

By Shachar Orren • Jan. 11, 2019

Google Chrome expands ad blocking initiative worldwide

Google adopted the Better Ads Standards in North America and Europe last year, and two-thirds of publishers who were once noncompliant are now in good standing.

By Erica Sweeney • Jan. 10, 2019

Super Bowl posts from brands see higher engagement levels on Instagram, analysis finds

Facebook has been the preferred social network for posting Super Bowl-related content, but it's dipped in popularity since 2015, as brands shift to Instagram.

By Erica Sweeney • Jan. 9, 2019

L'Oréal, Olay's tech gurus provide a peek into beauty's future at CES

Marketing Dive caught up with the head of L'Oréal's tech incubator and Olay's principal scientist at the show to demo new products driven by data, science and the demand for better personalization. 

By Peter Adams • Jan. 9, 2019

At CES, CMOs dish on the 'existential crisis' tech has created for marketing

"If you are not numbers savvy, you will not be able to do it," Mastercard CMO Raja Rajamannar said on the state of the industry during a panel Monday.

By Peter Adams • Jan. 8, 2019

Report: CBS expects strong Super Bowl ad sales, but quiet on details

The network has reportedly been receiving around $5 million for 30-second spots this year, similar to what NBC received last year.

By Erica Sweeney • Jan. 7, 2019

Marketing M&A deal value jumped 144% in 2018, report finds

While tech companies spent the most, ad agency holding groups increased their M&A spending to $6.3 billion from $2.7 billion in the previous year.

By Erica Sweeney • Jan. 7, 2019

Google's 'Home Alone Again' is most popular holiday ad, analysis finds

Duracell's holiday campaign, which showed what could happen if Santa didn't trust the battery brand, was a close second with 70.3 million views.

By Erica Sweeney • Jan. 7, 2019

Los Angeles sues IBM's Weather Company over alleged mishandling of app data

The company is accused of misleading users as to how their information would be applied once they turned on location tracking in the Weather Channel app.

By Peter Adams • Jan. 4, 2019

Netflix's hit 'Bandersnatch' takes interactive marketing to new level

The first decision viewers make in the choose-your-own-adventure movie involves picking a cereal brand, with Kellogg's Frosted Flakes one option.  

By Peter Adams • Jan. 3, 2019

5 stories that shaped retail marketing in 2018

Some stories — and trendlines — stuck out more than others, both because of their impact at the time and for what they say about other moves in the space.

By Cara Salpini • Jan. 3, 2019

NBCUniversal tests Comcast's blockchain-powered data-sharing platform

Blockgraph promises a way for TV and media companies to activate their data at scale without needing to share it with third parties.

By Erica Sweeney • Jan. 2, 2019

Media spend vs. promotions: why 1 delivers a 35% performance lift

Rather than choose one tactic over the other, new research spanning 13 years pushes brands to find the right balance of each for optimal results.

By Shane Schick • Jan. 2, 2019

Move over SaaS — why containerization is headed for the marketing world

The container-as-a-solution model is the way forward for first-party consumer data, writes Affinio CEO Tim Burke.

By Tim Burke • Dec. 27, 2018

Nike execs see digital as 'the majority' of future business

E-commerce grew by 41% in Q2, and executives said that digitally focused store concepts and initiatives are paying off.

By Cara Salpini • Dec. 21, 2018

Freshpet, Huggies top list of ads that make an emotional connection

The Ace Metrix analysis used natural language processing and machine learning to measure the impact of ads based on a number of emotions.

By Erica Sweeney • Dec. 20, 2018

Planters boosts ad awareness, purchase consideration ahead of the holidays, analysis finds

Nearly 40% of consumers said they would consider purchasing the Kraft Heinz brand as of Dec. 15.

By Erica Sweeney • Dec. 19, 2018

National brands rein in ad spend growth on Facebook, analysis finds

A desire for brand-safe environments is leading some national marketers to slow their pace with the social giant, according to Standard Media Index.

By Erica Sweeney • Dec. 18, 2018

Retailers trim holiday ad spending by 2%, analysis finds

The top 10 biggest spenders are curtailing their TV buys and focusing less on specific days like Black Friday and Cyber Monday.

By Erica Sweeney • Dec. 18, 2018

Response to search ads on Amazon, YouTube differs from on Google, study finds

On Amazon, the most likely reason people click on a search ad is because they are familiar with a brand. 

By Erica Sweeney • Dec. 14, 2018

Connected TV ad requests jump 1,640% in 2018, analysis finds

Roku accounted for more than 87% of ad requests on CTV, with Amazon's Fire TV ranking No. 2 for requests, up from fourth place.

By Erica Sweeney • Dec. 14, 2018