What to know about second-party data as marketers tilt toward collaboration

Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning how second-party data can be misapplied.

By Peter Adams • Jan. 15, 2021

How the NHL, WNBA and WWE changed digital strategy on the fly to meet COVID-19 demands

During a CES session, executives at major sports organizations detailed how they altered content strategies to better engage homebound fans.

By Chris Kelly • Jan. 13, 2021

Explore the Trendline➔

AI and Marketing Data

Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

By Marketing Dive staff

88% of marketers say collecting first-party data is a 2021 priority, study says

About half of respondents have amplified digital experiences and strategies to collect more first-party data, per Merkle's 2021 Customer Engagement Report.

By Chris Kelly • Jan. 12, 2021

S4 buys agency Tomorrow to expand MediaMonks' business in China

The group's third acquisition of the new year signals marketing M&A may be ramping up after stalling during the early days of the pandemic.

By Robert Williams • Jan. 12, 2021

Amazon signals bigger podcast ambitions with Wondery buy

The acquisition comes as streaming audio services and radio broadcasters look to expand their audiences on mobile devices and smart speakers.

By Robert Williams • Jan. 4, 2021

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 4, 2021

Walmart boosts new advertisers on media network by 40%

A self-serve platform that launched in January is now responsible for half of the retail chain's sponsored products ads revenue.

By Robert Williams • Dec. 22, 2020

Mtn Dew opens 'direct-to-gamer' store for DTC sales, loyalty rewards

The website can help parent company PepsiCo collect first-party data on younger consumers who are interested in gaming and esports.

By Robert Williams • Dec. 21, 2020

Why Kraft Heinz leaders say their new strategy will drive growth beyond the pandemic

The CPG giant is upping its marketing spend 30% as it seeks to understand how consumers connect to its brands.

By Megan Poinski • Dec. 17, 2020

Cookieless tracking, need for first-party data top 2021 concerns for ad buyers, IAB says

While budgets are expected to increase, concerns about data privacy, ad tracking and cross-platform measurement remain.

By Chris Kelly • Dec. 16, 2020

Uber now lets businesses offer branded vouchers for rides, meals

Companies can offer vouchers that show their logo, giving them a way to create branded experiences that serve as another touch point with customers.

By Robert Williams • Dec. 15, 2020

Why 'shared value' will always beat out shareholder value

In a new phase of capitalism, companies will adjust their marketing techniques to provide both economic and societal value, writes Steven van Belleghem.

By Steven van Belleghem • Dec. 14, 2020

Gravest marketing inefficiencies and what they're costing your business

Find out why you may be losing 20-30% in revenue, and how to stop it.

Dec. 14, 2020

Marketer of the Year: Unilever

Amid historic challenges, the marketer of brands like Dove and Ben & Jerry's continually met the moment with resonant messaging while advancing its business in critical areas like e-commerce.

By Peter Adams • Dec. 9, 2020

Executive of the Year: Marisa Thalberg, Lowe's

Stepping up as CMO of Lowe's in February, Thalberg has not only shepherded the retailer through an unprecedented crisis, but also broadened the brand's ambitions despite pandemic hurdles.

By Peter Adams • Dec. 9, 2020

Mobile Marketer of the Year: Chipotle

The QSR could exceed $2.5 billion in digital sales this year, largely on the strength of mobile marketing initiatives it began before the pandemic.

By Chris Kelly • Dec. 9, 2020

The Marketing Dive Awards for 2020

From Chipotle to Procter & Gamble, these are the companies and executives that epitomized leadership in crisis this year.

By Marketing Dive Team • Dec. 9, 2020

Walgreens debuts retail media network, with revamped loyalty program front and center

The pharmacy chain follows chief rival CVS in pushing an ad engine that looks to seize on growing marketer demand for first-party data to support digital ads.

By Peter Adams • Dec. 3, 2020

Colgate teams with Headspace on meditation series for toothbrush app

"Mindful Moments" content fits with the app's broader goal of getting people to practice good dental habits by gamifying mundane routines like brushing teeth.

By Robert Williams • Dec. 3, 2020

Mobile gaming surges as pandemic drives 45% jump in app installs

Game developers ramped up their marketing efforts this year, boosting app installs attributed to advertisements by 69%.

By Robert Williams • Dec. 2, 2020

Pine-Sol launches online store to support women entrepreneurs of color

With the Pine-Store, the Clorox brand becomes the latest company to launch an e-commerce platform to gain greater insight into its customer base.

By Chantal Tode • Dec. 2, 2020

Verizon Media rolls out ConnectID to replace third-party cookies

ConnectID has first-party data for more than 900 million consumers worldwide who use Verizon's various online properties such as Yahoo and AOL.

By Robert Williams • Dec. 2, 2020

Smartphone sales fell 5.7% in Q3, an improvement from Q2's 20% plunge

Pandemic-related uncertainties led many consumers to curtail nonessential spending, while delays in upgrades to 5G also dampened sales, Gartner found.

By Robert Williams • Dec. 1, 2020

Facebook buys omnichannel customer service startup Kustomer for reported $1B

Kustomer's focus on supporting customers' online conversations with businesses advances Facebook's efforts to expand into social commerce.

By Robert Williams • Dec. 1, 2020

The rise of retail media networks calls for standardization

For retailers that aren't Amazon and Walmart, it may be wise to align on measurement and attribution standards that unify silos, writes Inmar Intelligence's Aaron Kechley.

By Aaron Kechley • Dec. 1, 2020