Marketing Tech
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Dia Dipasupil / Staff via Getty Images
Marketers remain committed to NFTs through buzzy tech's booms and busts
Burgeoning interest in the "metaverse" is the latest boost to the role of NFTs in marketing as brands like Coca-Cola and Campbell's soup jump on the trend.
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Courtesy of Stella Artois
OpinionWhen brands should skip the NFT trend
Although the tech is new and barriers to entry are high, brands that overcome these hurdles can capture consumer attention, writes MullenLowe Group's Rachel Kronberg.
By Rachel Kronberg • Aug. 03, 2021 -
Trendline
E-commerce
Even as the economy reopens, certain consumer behaviors are likely to persist, making e-commerce a key tactic for marketers.
By Marketing Dive staff -
Alex Wong via Getty Images
How agency holding groups could sustain newfound momentum in H2
On its earnings call, Omnicom said it would pursue acquisitions in areas like digital transformation, commerce and media — a tack competitors could follow.
By Peter Adams • Aug. 02, 2021 -
Sean Gallup via Getty Images
IPG becomes first holding company to act as closed operator for Unified ID
UID2 continues to emerge as a key part of a cookieless future as IPG joins Publicis Groupe and Omnicom in supporting the technology.
By Chris Kelly • Aug. 02, 2021 -
Bigstock.com/insta_photos
Sponsored by UserTestingA must-have for today's businesses: A customer-first obsession
As companies race to reach the ever-rising bar of customer expectations, the traditional methods they have used to assess the quality, usability and relevance of their offerings are no longer good enough.
By Janelle Estes • Aug. 02, 2021 -
Courtesy of Tafi
Coca-Cola auctions its first NFTs as interest in metaverse grows
The four-piece collection includes a jacket that can be "worn" in the 3D virtual reality platform Decentraland.
By Chris Kelly • July 29, 2021 -
Courtesy of Walmart
Walmart to sell its omnichannel capabilities to other businesses
Through Adobe Commerce, retailers and brands can use Walmart's cloud-based services to access its pickup and delivery technology.
By Maria Monteros • July 28, 2021 -
Courtesy of Campbell Soup Company
Campbell's commemorates updated soup can labels with NFT collection
Proceeds will benefit Feeding America, and the brand will work with Ntwrk and Aerial to offset the carbon footprint of the NFT.
By Chris Kelly • July 28, 2021 -
Courtesy of Roku
Deep DiveUnusual Olympics put digital, mobile marketing tactics to the test
Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.
By Asa Hiken • July 27, 2021 -
Courtesy of Tinuiti
Tinuiti beefs up CTV, OTT offering with Bliss Point Media buy
With its second acquisition this year, the performance marketing agency adds a company that uses machine learning to measure and optimize performance for brands including Instacart and Square.
By Chris Kelly • July 26, 2021 -
David McNew via Getty Images
Publicis, Omnicom, IPG post strong gains as agencies reap rewards of pandemic rebound
Replenished war chests could lead to more dealmaking in the second half as the category continues its shift to digital- and data-oriented services.
By Peter Adams • July 26, 2021 -
McDonald's creates team to elevate diner experiences
The effort will combine data analytics, digital customer engagement, global marketing and restaurant development and solutions to improve engagement both on-premise and digitally.
By Emma Liem Beckett • July 26, 2021 -
Courtesy of Frito-Lay North America
Cheetos deploys finger-scanning tech to unlock Bad Bunny, Adidas collaboration
An e-commerce experience asked fans to post photos of their fingers covered in Cheeto dust, or "Cheetle," to access a limited leisurewear collection.
By Peter Adams • July 26, 2021 -
Courtesy of TikTok for Business
TikTok cuts out the middleman with Spark Ads sponsorship tool
Spark Ads could let brands sidestep the agencies working with creators when sponsoring user-generated content.
By Natalie Koltun • July 22, 2021 -
Retrieved from Unsplash on July 22, 2021
NBCUniversal is first major media brand to adopt identity solution developed by 4A's, ANA
More than 3,000 advertisers and 700 agencies in the U.S., including Lowe's, the Ad Council, Havas and Saatchi & Saatchi, are already using Ad-ID.
By Peter Adams • July 22, 2021 -
Fotolia
Publicis goes all in on retail media with CitrusAd buy
The SaaS platform, whose clients include Macy's and Lowe's, will integrate with Epsilon as Publicis pushes harder on services centered around first-party data.
By Peter Adams • July 19, 2021 -
Patrick Lux via Getty Images
Mediaocean to buy ad server Flashtalking in boost to its omnichannel push
A year after its 4C Insights buy, the advertising software firm looks to provide marketers with a neutral alternative to Big Tech ad platforms.
By Chris Kelly • July 19, 2021 -
Courtesy of Domino's Pizza
NFTs remain technology in search of clear brand strategy. Can agencies bridge the gap?
Bespoke new services from shops like Vaynermedia represent big rolls of the dice on a space that's already seeing some of its initial media fervor cool.
By Peter Adams • July 19, 2021 -
Adam Berry via Getty Images
Google begins supporting email authentication protocol to guard against phishing
The Brand Indicators for Message Identification framework verifies identity by presenting a company's logo alongside its official emails in Gmail inboxes.
By Asa Hiken • July 15, 2021 -
zefart/iStock/Getty via Getty Images
Data privacy evolved at a dizzying pace in H1, with more still to come
Google delayed the death of third-party cookies, but brands, agencies and other partners can't be complacent in finding long-term alternatives and working toward a privacy-friendly future.
By Chris Kelly • July 13, 2021 -
Julia Himmel/Marketing Dive
Marketing in a recovery: H1 2021 by the numbers
With data, privacy and shifting consumer preferences top of mind during the first six months of the year, U.S. digital ad spending is on pace to grow at its fastest rate since 2018.
By Natalie Koltun • July 13, 2021 -
Dean Mouhtaropoulos via Getty Images
50% of agencies outsource data amid persistent uniqueness, validity concerns
Nearly two-thirds of agencies said leveraging data is a critical business imperative, per a survey commissioned by Stirista.
By Chris Kelly • July 12, 2021 -
Courtesy of Valtech
Why a creative veteran is bullish on next-generation customer experiences
Following a decade at award-winning shop R/GA, David DeCheser recently became Valtech's first senior vice president, executive creative director for North America.
By Chris Kelly • July 12, 2021 -
Retrieved from LiveArea, A Merkle Company on July 08, 2021
Dentsu buys LiveArea in $250M bet on Merkle's commerce expansion
The deal aligns with the agency group's larger ambition to generate 50% of revenue from customer transformation and technology services.
By Peter Adams • July 12, 2021 -
Brookfield Properties opens AR ad inventory across 100-plus shopping malls
The deal with Aria will implement AR advertising experiences across the mall operator's roughly 150 million square feet of untapped virtual air space.
By Asa Hiken • July 09, 2021
