Marketers
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Marketers
Google’s Move Toward Attention Metrics Could Be A Viewability Killer, Says Jaguar Land Rover
Could Google’s embrace of attention metrics help the industry evolve past easily manipulated viewability measurement? Danny Zhu, director of digital and performance marketing at Jaguar Land Rover (JLR) North America, thinks so. “Google DV360 adding Adelaide’s Attention Unit (AU) metric as an optimization signal is “going to be a game changer for us,” Zhu told […]
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Branding/Marketing
Unilever CMO on Creating Demand Through a ‘Culture to Cart’ Approach
The marketing funnel is dead, said Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer at the POSSIBLE conference in Miami in April. Here’s a look at her “culture-to-cart” approach.
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Marketers
AI Will Replace Marketing Jobs As CMO Budgets Stagnate, Says Gartner
It’s official: AI is coming for marketing jobs. CMOs’ ad budgets are flat this year compared to last year, according to Gartner’s annual CMO Spend Survey. Fifty-nine percent of CMOs said they don’t have enough budget to execute their strategy this year. Overall, brand marketing budgets will average 7.7% of company revenue in 2025, the […]
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Marketers
Google Tells Advertisers To Forget The Funnel And Buy More CTV Ads
According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.
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Marketers
How Shutterfly Used A Search-Powered Custom Algorithm To Zoom In On New Customers
Everyone in programmatic knows that the best way to drive outcomes is to use some kind of identifier … right? But a CTV campaign Shutterfly ran at the end of last year to promote its holiday gift packages and photo deals challenges that perception. Shutterfly’s goal was to uncover new pools of potential customers to […]
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Marketers
Comcast Might Be Losing Revenue, But Not NBCU’s Peacock
Parts of Comcast might be struggling, but the company still feels “well positioned” in advance of the TV upfronts in May, according to Chief Financial Officer Jason Armstrong. Comcast has confidence in “a healthy Peacock subscriber base” and strong content across entertainment and news, Armstrong told investors during the company’s quarterly earnings report on Wednesday. […]
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Marketers
How Ecommerce Brands Are Finding Customers During A Tempest Of Headwinds
Americans are dealing with tumultuous change at the moment. I know it. But consider the situation for a Slovenian ecommerce ad agency, navigating the same tariff craziness, as well as the flood of Temu advertisements that are being pulled from the US market. And that’s not to mention the platform AI solutions all looking to […]
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AI
Generative AI Shopping Tool Alby Leads to Conversions and Better SEO for PlushBeds
After implementing a genAI shopping tool, mattress brand PlushBeds experienced increased conversions and better SEO rankings.
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ROI | Metrics
Forrester to B2B Marketers: Nine Ways to Plan and Prioritize Amid Uncertainty
In lieu of reacting in a knee-jerk fashion to each perceived threat, Forrester suggests the following advice for B2B marketers.
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Marketers
How AI Helps Butler/Till Curate High-Performing PMPs
Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead. Butler/Till ran a display ad campaign on behalf of a financial services client between August and September last year that utilized tech from SWYM.ai, a company that provides programmatic decisioning tools […]
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