ComScore says digital ad measurement tool disappoints

Following the recent delisting of its stock, the company is doing some soul searching. 

By David Kirkpatrick • Feb. 27, 2017

Study: Marketers' confidence erodes in ability to understand ROI, invest wisely

While the overall mood is positive, leadership shouldn’t overlook several key areas where teams may be struggling. 

By Chantal Tode • Feb. 24, 2017

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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

Pandora, A Million Ads team for dynamic creative audio advertising

A purported first for an audio publisher, the goal is to improve real-time personalization and sequential messaging for marketers. 

By David Kirkpatrick • Feb. 24, 2017

4 must-have skills for marketers as AI's role grows

With artificial intelligence's influence showing few signs of lessening, marketers will be required to build expertise in areas like systems architecture and creative insight.  

By David Kirkpatrick • Feb. 23, 2017

Is Snapchat 'just a fad'? Nearly half of surveyed US adults think so

Despite Snap heading into what is expected to be one of the largest tech IPOs in recent memory, new research shows many users believe something "better" will come along soon.

By Peter Adams • Feb. 23, 2017

Study: Marketers invest with focus on data, not platforms

Companies are taking a closer look at data quality when considering which marketing platforms to invest in.

By David Kirkpatrick • Feb. 13, 2017

Facebook bows to pressure, commits to MRC verification

P&G recently made verification a condition of getting its business and now Facebook is falling in line.  

By Chantal Tode • Feb. 10, 2017

Study: Super Bowl ads produced brand lift but little purchase consideration

While marketing around the big game boosted buzz, a new survey suggests those numbers didn’t necessarily translate to more customers.

By Peter Adams • Feb. 10, 2017

Amazon releases (some) Alexa data

The personal digital assistant is collecting reams of first-party data on users but the e-commerce giant remains stingy with what it shares.

By David Kirkpatrick • Feb. 8, 2017

Study: Ads showcasing diversity connect more with young consumers

Mixing marketing and politics might be less risky when it comes to Gen Z and millennials.

By Peter Adams • Feb. 8, 2017

Rubicon Project, Integral Ad Science team up for granular viewability scores

Marketers can see measurements of viewability at the individual ad placement level from within the auction bid request.

By David Kirkpatrick • Feb. 7, 2017

Facebook greatly expands third-party measurement partnerships

Cross-channel comparability and third-party verification are a new focus of the platform's marketing transparency initiative. 

By Peter Adams • Jan. 31, 2017

P&G's Pritchard challenges ad vendors: Clean up media supply chain or we'll invest elsewhere

If marketing partners don't comply with new transparency requirements, the company will find others who do.   

By Chantal Tode • Jan. 31, 2017

For Facebook and Google, local search marketing is no competition

Despite Facebook's recent inroads, experts insist the platforms' offerings serve distinctly different purposes and can actually complement each other when leveraged well.

By David Kirkpatrick • Jan. 30, 2017

Facebook boosts longer videos in algorithm change

The previous ranking system punished longer videos. 

By David Kirkpatrick • Jan. 27, 2017

Toyota taps IBM Watson for personalized Rav4 campaign

The automaker is using artificial intelligence to tailor ads based on the interests and activities of viewers.

By David Kirkpatrick • Jan. 27, 2017

With President Trump, brands, agencies report mixed feelings

Surveys point to a gap in how marketers and agency executives perceive their professions improving under the new administration, while overall caution in approaching Trump-related media remains high.

By Peter Adams • Jan. 23, 2017

LinkedIn teams with DataSift for user analytics

Marketers gain access to aggregated insights about users' interests and how they are engaging with content on the platform. 

By David Kirkpatrick • Jan. 19, 2017

Google buys Twitter's mobile app developer platform, other tech properties

Fabric, the centerpiece of the deal, works with apps reportedly reaching 2.5 billion people.

By David Kirkpatrick • Jan. 19, 2017

Moat, Emogi partner for metrics around emoji, stickers and GIFs

The deal will help marketers understand the contextual use of visual elements in messaging apps.

By David Kirkpatrick • Jan. 13, 2017

Google announces test of local numbers in AdWords location extensions

The imminent update might be a headache for local businesses. 

By David Kirkpatrick • Jan. 10, 2017

IAB Tech Lab assumes governance of open-source in-app measurability tool

Streamlining measurement across multiple partners is the tool's main purpose. 

By David Kirkpatrick • Jan. 9, 2017

What 4 of last year's buzziest industry forecasts portend for 2017 and beyond

Analysts predicted that much of 2016’s turmoil will carry over into the new year as channels like digital and mobile continue to accelerate.

By Peter Adams • Jan. 4, 2017

IAB: US digital ad spend hits highest Q3 on record

Advertisers invested $17.6 billion in digital, a 20% increase year-over-year from 2015.

By Peter Adams • Dec. 28, 2016

Report: Facebook discussions with MRC infer step toward accreditation of metrics

The social media giant may recognize a need for help in rebuilding trust with brands following a series of metrics flubs. 

By Chantal Tode • Dec. 23, 2016