Ad Tech

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  Marketers

  How Georgia-Pacific Rolled Out Its Own Programmatic Media Team

  You don’t need an in-house marketing mix model to know that people buy toilet paper. But you do if you want to see firsthand which parts of your media plan are working and which deserve to get flushed. At Georgia-Pacific, one of the leading global manufacturers of tissue, pulp, toilet paper and packaging products, Javier […]

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  Marketers

  This Marketing Consultancy Deciphers Consumers’ Brand Associations – And Doesn’t Believe In Segmentation

  Marketing consultancy Triggers might know what you’re thinking better than you do. It sounds creepy, but as far as tech platforms go, Triggers has one of the less invasive methods of understanding how consumers think and feel about brands. It collects panel data from a wide swath of people through a process it refers to […]

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  AdExchanger Talks

  Convincing Cat Parents To Buy A $600 Litter Box

  Most brands worry about competitors. Whisker is worried about complacency, says CMO Hew Loyd – specifically, the millions of cat owners who have decided that scooping an open box of poop in their home is just one of life’s little chores.

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  Data-Driven Thinking

  First-Party Data Is About More Than Retargeting And Audience Suppression

  Brands have spent years and serious money building a direct understanding of their customers within analytics platforms, CDPs, loyalty programs, consent frameworks and CRM systems. And yet, when it comes time to make a media buy, they still hand the process over to algorithms shaped by someone else’s data. In 2011, AdExchanger asked me to […]

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  Marketers

  Google’s Meridian And Meta’s Robyn: A Gift To Measurement Or Trojan Horses?

  Google and Meta are quietly rewriting the rules of ad measurement, and they’re doing it with open-source marketing mix modeling (MMM) tools that many marketers don’t even realize they’re using. MMM is a method for measuring the relative performance of different marketing channels. It fell out of favor because it takes a long time and […]

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  AI

  AI Is Spreading Inaccurate Information About Brands. This Tool Can Help Fix That

  There’s an old adage that all press is good press – but, as pretty much any marketer can tell you, that isn’t always true. As more consumers turn to AI for conducting product research, brands need to pay attention to not just when they’re showing up in the results but how. Sentiment and accuracy should […]

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  Data-Driven Thinking

  Q2 2026 Was The Quarter AI Media Started To Scale

  Advertising in AI-native destinations and experiences is already starting to look less like a series of experiments and more like an emerging market. Three months ago, I argued that AI platforms had started acting like media companies. Now, the conversation has already changed. It wasn’t simply that OpenAI introduced ads in ChatGPT and advertisers started […]

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  Marketers

  This K-Beauty Brand Is Collapsing The Marketing Funnel To Grow Its US Customer Base

  The “K” in “K-beauty” stands for “Korean.” But it should also stand for “kaboom” because Korean beauty product sales are exploding internationally, especially in the US market. America is already the No. 1 foreign importer of South Korean cosmetics. And the K-beauty boom is just beginning. While K-beauty is expected to generate over 7% revenue […]

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  Data-Driven Thinking

  The Open Web Is Shifting From An Audience Economy To A Context Economy

  The open web is moving beyond identity-based systems built around audience data to context systems that understand who a person is, where they are, what surrounds them and what’s happening right now. We already know what this next stage of open web ad tech will look like. At my daughter’s recent dance studio gala, a […]

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  Marketers

  Cannes-terview: Why Nespresso Prefers Unfiltered Conversations

  What does espresso have to do with running clubs? More than you’d think. Turns out, people who run at 6 am need something to get them out the door, and Nespresso wants to be that thing. But rather than building its own run clubs, Nespresso has been looking to embed itself in communities where coffee […]

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