Accenture launches programmatic services arm in swipe at agency space

The consultancy is working with brands like HP, Radisson Hotel Group and Melia Hotels on an initiative aimed at improving transparency and business outcomes. 

By Erica Sweeney • May 24, 2018

Caesars Entertainment sees 24% engagement lift for email using AI

The casino operator is betting on technology to create personalized emails with "emotionally targeted" language to drive conversions.

By Erica Sweeney • May 23, 2018

Explore the 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

Chobani on the power of in-house creative and not obsessing over efficiency

The yogurt marketer goes against the industry grain on several fronts when crafting campaigns like a current one around its Flip line of snacks.

By Peter Adams • May 23, 2018

IAB: 65% of marketers move all or parts of programmatic buying in-house

Improved ad performance, greater transparency and better targeting are just some of the reasons for an uptick in the trend.  

By Erica Sweeney • May 23, 2018

Will location-based marketing change in the era of GDPR?

Despite some disruption and confusion thanks, in part, to GDPR's arrival, the benefits could outweigh the negatives for marketers.

By Dianna Christe • May 22, 2018

P&G's role as top personal care marketer in digital under pressure, study finds

Newer brands like Hello Products are capturing more of the search market because they build their digital presence around ingredients-focused content. 

By Erica Sweeney • May 21, 2018

Study: Millennial travelers' Instagram use has grown 375% since 2013

While Google remains the top travel website, Instagram's role could expand following the recent introduction of action buttons for booking travel-related tickets.

By Erica Sweeney • May 16, 2018

Where do marketers draw the line on data targeting as privacy concerns grow?

In a more closed environment for consumer information, brands may need to double down on first-party data.  

By Shane Schick • May 16, 2018

Report: Amazon tests retargeting ads in strike at Google, Criteo

Sellers will be able to bid on ads that would appear on other websites and apps and only pay when the ads are clicked on. 

By Erica Sweeney • May 15, 2018

71% of consumers worry about brands' handling of personal data, study finds

Amazon tops tech companies for consumer trust when it comes to data privacy at 30%, while Uber comes in lowest at 5%.  

By Erica Sweeney • May 14, 2018

Pinterest proves popular with dads, pointing to shifting parental role

Forty-two percent of dads in the U.S. use the platform, and they're 3x more likely to have shared boards when compared to other male users. 

By Erica Sweeney • May 11, 2018

Report: A&E will tie TV ads to business results

Following a six-month test with Data Plus Math, the network plans to offer deals with outcome-based guarantees during this year's upfronts.

By Erica Sweeney • May 10, 2018

It's not personal, say 40% of consumers in study on tailored messages

Marketers are walking a tightrope as concern around data privacy grows even as research continues to show consumers want better personalized marketing. 

By Erica Sweeney • May 10, 2018

More than half of Gen Z favors socially-conscious brands, study finds

The most popular type of media the cohort uses without interruption is streaming video.

By Erica Sweeney • May 9, 2018

ANA: Marketing industry is 'overwhelmingly' female, except for CMOs

The industry is overall "reasonably diverse," the trade group found. 

By Erica Sweeney • May 9, 2018

Study: 83% of marketers question effectiveness of retargeting ads

Poor digital measurement and lack of insights into proper attribution are causing some marketers to pull back on their digital ad spend.

By Erica Sweeney • May 8, 2018

Report: Amazon exits Google Shopping campaigns

The e-commerce giant's disappearance from the increasingly important visual search format could open an opportunity for retailers to strengthen their position.

By Chantal Tode , Erica Sweeney • May 8, 2018

Forrester: Marketing automation spend will reach $25B by 2023

Supporting technology like AI is projected to grow at 14% CAGR over the next five years as companies seek to streamline and personalize their campaigns.

By Erica Sweeney • May 7, 2018

Kellogg's went from zero to 60 on digital thanks to 2 campaigns

Efforts for Pringles and Rice Krispies largely centered on YouTube — a platform where the marketer spent essentially nothing just three years ago — marked a paradigm shift in its strategy.

By Peter Adams • May 4, 2018

State of marketing personalization is getting worse, Accenture finds

Almost half of consumers have left a brand's website and purchased elsewhere due to a poorly-curated experience this year.

By Erica Sweeney • May 4, 2018

Mazda pilots Kantar's new analytics practice focused on providing better data insights

The initiative integrates consumer insights from the WPP shop with brands' own customer data and a range of third-party resources.

By Erica Sweeney • May 3, 2018

Ad targeting around content most effective at reaching YouTube audiences, study suggests

Viewers found content targeting to be 33% less intrusive than channel- or demographic-based targeting. 

By Erica Sweeney • May 2, 2018

Facebook lures users with new AR/VR experiences, promises of a 'Clear History' tool

The pitch out of F8 this week includes 1,000 Oculus Go VR apps, AR for brands on Messenger and Instagram Stories and an analytics app for brands.

By Erica Sweeney • May 2, 2018

Amazon's ad business jumps in Q1, becomes 'multi-billion dollar' program

Ad sales growth appears to be accelerating, with the company's "other" revenues up 72% for the quarter. 

By Erica Sweeney • April 30, 2018

CPG brands could be making a marketing comeback, IPG CEO says

The ad holding giant saw a 10% increase in spending from the category in Q1 2018, signaling good news for the embattled agency space. 

By Erica Sweeney • April 30, 2018