Marketers Archives - Page 3 of 32

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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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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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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Marketers

Attention Gets A Lot Of Attention. But What About Measuring Brand Recognition?

Getting attention is one thing. Knowing how much of it an ad needs to drive brand recognition is something else entirely. Attention intelligence platform xpln.ai is making it its business to know the difference. The startup launched in 2022 with two core products, CEO and Co-Founder Fabien Magalon told AdExchanger: an attention measurement solution that […]

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Marketers

Adobe Advertising Just Launched Its Own Custom Algorithms Product

Adobe paid $540 million to buy video DSP TubeMogul in 2016 with plans to build a programmatic advertising powerhouse inside one of the world’s largest marketing clouds. But that promise has gone largely unfulfilled during the 10 years since. Until now, perhaps. Last week, Adobe Advertising announced the general release of its own Custom Algorithms […]

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AI

MFA Ad Spend Is Increasing. Is AI Slop To Blame?

This year, the percentage of ad spend going toward made-for-advertising (MFA) sites went up instead of down for the first time since 2023.

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Marketers

This New Tool Is Built On Historical Data To Predict Marketers’ Future Performance

Hindsight is 20/20. But using hindsight to inform your future plans means better foresight, too. That’s the idea behind Blueprint, a campaign-planning tool built on over a decade of past campaign data. Strategus, the CTV-focused managed service provider, announced the launch of Blueprint on Tuesday. There are too many “disparate systems that sit alone” across […]

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Marketers

Kickbacks Takes An Outsider’s View While Bringing Ads To AI Agents

Andrew McCalip is a founding engineer at Varda Space Industries, where he oversees the manufacturing of things like hypersonic reentry vehicles and satellite buses (which are the central satellite bodies that carry a payload or instruments, not something that, like, shuttles satellites out to a launch pad). But he’s always had a taste for online […]

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Marketers

As AI Tools Multiply, Cadent And Google Cloud Make The Case For Connected Advertising Intelligence

As more brands, agencies, and media companies join in on the AI chorus of “better, faster, smarter,” the teams administering AI tools are singing a dissonant tune — managing a growing stack of AI-powered tools layered across planning, activation, measurement, reporting, and workflow management. It’s a familiar irony to anyone in advertising: Another innovation designed to […]

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Marketers

How This Disaster Relief Nonprofit Tapped First-Party Data To Reach Donors Year-Round

No matter the season or what’s in the news, there are always people in need of medical resources. But nonprofits that provide those resources receive most of their donations during moments of increased public attention, such as natural disasters. Once the public attention wanes, said Tony Morain, VP of communications at humanitarian aid organization Direct […]

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