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Creative Plus Performance Equals Less Ad Waste, Says The Corcoran Group

For marketers, just knowing that an ad performed isn’t good enough anymore. To better understand the why behind ad performance, luxury real estate firm The Corcoran Group tapped an AI-based startup called mktg.ai.

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Branding/Marketing

From Brand Storyteller to Business Strategist: MSIG USA CMO Jennifer Marino on the New CMO Mandate

CMOs used to just tell the brand story. Today, leaders like Jennifer Marino, CMO of specialty insurer MSIG USA, also shape strategy, manage reputation and steer the customer experience.

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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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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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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