Kantar Millward Brown, Samba TV partner to measure ad effectiveness

The new service will seek to help advertisers optimize TV ad campaigns with cross-channel data. 

By David Kirkpatrick • June 1, 2017

Study: 31% of programmatic advertisers will reduce spend over fake news

Marketers are poised to take action to ensure the integrity of their brands. 

By David Kirkpatrick , Chantal Tode • June 1, 2017

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

Study: Twitter tops social media platforms for world leaders

For everyone from Donald Trump to Pope Francis, the site is the central hub to stay connected online.   

By Peter Adams • June 1, 2017

Why marketers must value attention as currency

An overabundance of metrics and a "counting only" approach to measurement has marketers stuck, writes Fullscreen Brandworks' Director of Engagement Planning & Strategy Jason Molina.

By Jason Molina • May 26, 2017

Study: Brand marketers aren't effectively measuring performance

While many understand the value of marketing performance measurement, most are struggling to actually implement an effective process.

By David Kirkpatrick • May 25, 2017

4A's: 58% of consumers dislike brands getting political

Even messaging that could be perceived as positive rarely moves people to buy, the group found. 

By David Kirkpatrick • May 25, 2017

ANA declares ad fraud war 'winnable'

A recent 10% drop in economic losses from ad fraud suggests ground has been regained in the ongoing battle. 

By David Kirkpatrick • May 25, 2017

Havas offers tool to track programmatic spending across vendors

In addition to transparent ad buying, the new tool also offers real-time metrics on ad performance.

By David Kirkpatrick • May 24, 2017

Google plots downfall of last-click attribution, ascension of machine learning

A new service to measure marketing's impact across devices and channels and more sophisticated use of machine learning were in the spotlight at Google Marketing Next.

By Chantal Tode • May 24, 2017

ANA outlines lack of understanding, transparency in programmatic space

A joint study conducted with several industry groups seeks to provide guidance on improving implementation of the technology.

By David Kirkpatrick • May 22, 2017

Can AI help strike the right emotional tone for content?

Next-gen content intelligence technology could simplify one-to-one personalization, but marketers don't have to wait to take a more holistic view of their efforts. 

By David Kirkpatrick • May 22, 2017

Study: 68% of diners don't like robots in restaurants

OpenTable's research found most diners want to use technology to get on a waiting list before arriving at a restaurant. 

By David Kirkpatrick • May 19, 2017

5 essential elements of every ABM campaign

A thoughtful approach to lead generation can pinpoint high-value audiences and bring about even higher ROI, writes Alexander Kesler of Infusemedia. 

By Alexander Kesler • May 19, 2017

IAB Tech Lab releases tool to combat programmatic ad fraud

The tool, called ads.txt, is designed to eliminate the black market for digital advertising inventory.

By David Kirkpatrick • May 18, 2017

Accenture Interactive acquires e-commerce provider Media Hive

The deal is an attempt to boost capabilities around Salesforce Commerce Cloud.

By David Kirkpatrick • May 16, 2017

ComScore releases OTT measurement

The new service reaches across over-the-top devices such as streaming boxes and sticks, gaming consoles and smart TVs to measure viewing behavior.

By David Kirkpatrick • May 12, 2017

Vice sets out to prove branded content's value for marketers

With a strategy heavily skewed toward native content, the media company is responding to client demand for more insights.

By David Kirkpatrick • May 10, 2017

Marketing's metrics problem is still a long way from being solved

Demands for a clean-up from thought leaders like P&G's Marc Pritchard have spurred change, but there's no magic bullet for an industry-wide problem. 

By David Kirkpatrick • May 8, 2017

P&G changes up programmatic buying approach with multiple vendors

The world's largest advertiser is breaking with its original programmatic tech partner AudienceScience.

By David Kirkpatrick , Chantal Tode • May 5, 2017

IBM: Retailers, brands come up severely short on customer experience

Marketers are struggling the most in several areas that have the potential to be key differentiators. 

By David Kirkpatrick • May 4, 2017

Study: Big entertainment fans are high-value consumers that remain largely untapped

Gamers, moviegoers and TV-watchers spend more, on top of being highly influential and more receptive to ads. 

By Natalie Black (Koltun) • May 4, 2017

Why consultancies aren't upending the agency-client model just yet

Amid a growing tug-of-war between traditional agencies and management consultancies, analysts say the two achieve distinct ends — at least for now.

By David Kirkpatrick • May 1, 2017

ComScore offers free viewability measurement

The move is intended to support viewability as a common baseline. 

By David Kirkpatrick • April 27, 2017

IBM Watson turns focus to analyzing video, behavior for new insights

The artificial intelligence service, already used by marketers for processing mounds of data, is focusing on new areas where it can enhance understanding. 

By David Kirkpatrick • April 25, 2017

How Topix accelerated campaign decision-making, profitablity via predictive analytics

The digital media company freed up more spend for experimentation by turning off losing campaigns 3x faster. 

By David Kirkpatrick • April 24, 2017