Oracle buys Moat as validated data becomes a key asset

The move is an indication of the growing value in measurement tech for digital advertising.

By David Kirkpatrick • April 20, 2017

NBCUniversal teams up with Kargo for mobile advertising

The partnership includes ad deals for 80 mobile web and app properties reaching 170 million users.

By David Kirkpatrick • April 13, 2017

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

EMarketer: Cross-channel tactics return to top of mind for marketers

New research found 57% of surveyed marketers are interested in cross-channel measurement and attribution this year.

By David Kirkpatrick • April 11, 2017

Twitter beefs up third-party ad measurement for reach, viewability

The platform is partnering with Moat and Integral Ad Science while also expanding relationships with Nielsen and comScore.

By David Kirkpatrick • April 11, 2017

States take on consumer data privacy

After the FCC and Congress dropped privacy rules impacting ISPs, three states have stepped into the regulatory void.

By David Kirkpatrick • April 10, 2017

Google, Facebook move to help marketers better measure ad success

The two largest players in digital advertising are upping visibility into campaign insights.

By David Kirkpatrick • April 7, 2017

Forrester: Marketers wasted $7.4B on low-quality ads in 2016

A lack of transparency in the ad tech space was singled out as just one of many problems that must be addressed if budgets aren't to be squandered in the future. 

By David Kirkpatrick • April 7, 2017

YouTube advertisers gain insight into brand safety via comScore

Google has partnered with the measurement company to provide more visibility into the context of the content ads appear next to.

By David Kirkpatrick • April 6, 2017

Roku offers TV-like demographic guarantees to support cross-channel media efforts

The move is intended to make it easier for advertisers to plan their media mix. 

By David Kirkpatrick • April 4, 2017

Dentsu acquires Leapfrog for more personalized performance marketing

IProspect, an agency of the holding group, will leverage proprietary marketing technology for data-driven experiences.  

By David Kirkpatrick • April 4, 2017

AdWords upgrades offline attribution to track more store visits

New strides in machine learning, mapping technology and survey quality have helped the platform increase the number of store visits it can accurately report.   

By David Kirkpatrick • March 31, 2017

Is the Holy Grail of offline attribution becoming less elusive?

A number of new solutions promise to better tie together on- and offline marketing efforts with mobile as a unifying force, but significant gaps persist. 

By David Kirkpatrick • March 29, 2017

Why it's time to take a stand against ad fraud

Setting global standards may be the only way to stay ahead of fraud and ensure ad dollars are spent as intended.

By Marco Ricci • March 27, 2017

IPG Mediabrands, investing 'tens of millions' in data, forms new executive role

Arun Kumar will be IPG's first chief data and marketing technology officer while maintaining his post as global president of its Cadreon ad-buying arm. 

By Peter Adams • March 24, 2017

Report: Publicis moves deeper into data services to gain competitive edge

With the agency holding group's digital business struggling to meet growth targets, the new data push offers several potential benefits. 

By Chantal Tode • March 23, 2017

Study: Influencer marketing budgets are bigger this year for 63% of marketers

Despite an increase in spend, the tactic can still be cost-effective, with 36% of respondents spending less than $5,000 per campaign.

By David Kirkpatrick • March 22, 2017

Study: 'Likeability' has biggest impact on video ad results

New research underscores the importance of creative messaging to seeing success with video marketing. 

By David Kirkpatrick • March 22, 2017

ANA evaluates ads, TV shows for gender equality

The group is making its scoring system for gender equality available to any ad copy testing service.

By David Kirkpatrick • March 21, 2017

Study: Snapchat faces new challenges as monthly sign-ups slow

Both Snapchat and Instagram are attracting fewer new users but the former is taking the bigger hit.

By David Kirkpatrick • March 21, 2017

ANA calls for social media audits

The industry group is calling for Instagram, Twitter, Snapchat, Amazon, LinkedIn, Foursquare and Pinterest to allow independent audits of ad campaign data.

By David Kirkpatrick • March 20, 2017

Study: Average CMO tenure dips again amid disruption

New technologies and changing consumer habits make for a "perfect storm," according to one researcher. 

By David Kirkpatrick • March 20, 2017

MRC unveils measurement standards for digital out-of-home advertising

The move arrives as the "final step in ensuring digital place-based advertising's seat at the table with all measured media," according to Captivate CMO Scott Marden.

By David Kirkpatrick • March 17, 2017

Study: Subway tops quick service brands for 'social currency'

Beating out other chains like Wendy's and Chili's, the sandwich maker had strong showings in an "expression" category thanks to ads that served as brand differentiators.  

By David Kirkpatrick • March 17, 2017

O2 pilots multi-touch attribution for Facebook ads

Through a partnership with Visual IQ, the telecommunications brand was able to compare Facebook ads with other digital channels, publishers and placements.

By David Kirkpatrick • March 14, 2017

Why big brands are cooling off on startup initiatives

Amid shaky integrations, flat returns and often high costs, incubators and accelerators are experiencing "backlash," analysts said. 

By Peter Adams • March 14, 2017