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The Trade Desk Has A Grand Vision, But Needs A New Breed Of CMO To Make It A Reality

The Trade Desk made $689 million in Q1 2026, up 12% from the period last year, while its net income and profit margin dipped slightly to $40 million and 6%, respectively, according to its quarterly earnings report on Thursday. The Trade Desk CEO Jeff Green warned of difficult macroeconomic headwinds that make for cautious marketers. […]

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Marketers

Criteo Faces Tough Headwinds Until Agentic AI Ad Revenue Materializes

Criteo shares dropped by 20% Wednesday morning after the company reported shaky Q1 earnings and revised its guidance downward for the rest of the year. The amount spent by advertisers on Criteo was up, and exceeded $1 billion for the first time in Q1 (generally the lowest ebb of the year for advertising overall). But […]

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Marketers

Upfronts Advertisers Say They Want Outcomes – And Amazon Licks Its Chops

2026 may be the year of AI, but the buzzword as television advertisers head into the upfronts season is “outcomes.” And Amazon Ads is drooling about the sales prospects. “TV is historically largely reach-based, and most upfront spending still reflects that,” Lily Tong, Amazon Ads director of brand and cross-channel measurement, told AdExchanger. “But what […]

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Possible 2026

Backstage With Chief Marketer: White Castle CMO Jamie Richardson at POSSIBLE 2026

At POSSIBLE 2026, Chief Marketer sat down with White Castle CMO Jamie Richardson to discuss the brand’s innovative marketing messages, loyalty programs, new company developments and leadership advice.

Marketers

What An Outdoor Retailer Learned By Replacing Pricey SaaS With A Newcomer

I find it useful on occasion to interview people who are marketing-adjacent, and thus possess a different and perhaps more highly clarified perspective on the tools we use for data-driven online advertising. These are the supply-chain managers, data scientists, merchandisers, finance analysts and others who must either appraise the CMO’s performance or are an internal […]

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Marketers

This Golf Brand’s Strategy Is to Make Inclusive Marketing Par for the Course

To make connect with new audiences, Performance Golf developed a beginner’s program, which launched in January and focuses on golf etiquette, terminology and basic techniques.

Marketers

Alphabet Exceeds $100 Billion In Q1 And Its Profits Almost Doubled

Wall Street investors know that, in the advertising business, Q1 is generally the poorest-performing period of the year. And this is a particularly poor macro-economic time. Alphabet is operating in a different reality. Or so it would seem while listening to the company’s Q1 earnings, which were released on Wednesday. Alphabet earned $109.9 billion in […]

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Possible 2026

POSSIBLE 2026: From AI Theory to Application: How Some of the Biggest Brands Are Integrating AI Into Marketing

How top leaders at The Home Depot, Cloudflare, Walmart, Coca-Cola, U.S. Bank and PepsiCo are approaching AI integration, implementation and adoption within their marketing organizations.

Marketers

Supplement Brand Ritual Taps Chord To Help Understand Its Historical Data

The tech stacks brands were using 10 years ago probably aren’t suited for today’s fragmented ecosystem, where advertisers are struggling to keep track of and unify the data they’ve accrued over years. As supplement brand Ritual recently expanded into wholesale and third-party vendor sales, it decided it was time to “reevaluate” its tech stack to […]

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Marketers

Rakuten And Impact.com Forge A New Alliance That Resets The Affiliate Industry

The two longest-standing names in the affiliate and partnership marketing category, Rakuten and Impact.com, have decided to stop fighting each other and will instead fight together. Rakuten is best-known for its consumer retail and rewards apps, but its competed with Impact as early affiliate networks platforms for ecommerce companies and other direct advertisers to connect […]

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