Search Results for: data

Ad tech doesn’t suffer from a shortage of acronyms – but it does suffer from fragmented workflows. Brand suitability provider Zefr is trying to fix some of that fragmentation by using Model Context Protocol (MCP) as the plumbing that connects AI agents to advertiser data and tools, together with an Advertising Context Protocol (AdCP) layer […]

The past year has been momentous for AI search engine ads. That’s partly due to ChatGPT’s foray into advertising. But the big AI search ad platform in action right now is Google, which, on Thursday, announced new features and ad types for AI Max, its AI-based bidding product for search and shopping or sponsored product […]

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 […]

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.

  Campaign Sophistication Is Increasing, but Performance Visibility Remains Limited B2B advertising is undergoing a major transformation. Campaigns now span multiple channels, target entire buying committees, and draw on richer audience data than ever before. Yet most marketers are still struggling to answer a fundamental question: are these investments actually working? In this exclusive research […]

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Danielle Damiano Medeiros is no stranger to a pivot. Before she landed her role as global head of industry tentpole experiences, events and executive engagement COE […]

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. The cybersecurity space demands precision, but for Pam Corcoran, the real differentiator is connection. As vp of global events at CrowdStrike, she believes the bar for […]

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 […]

In a largely creative industry like advertising, performance marketing can seem a bit soulless. Algorithms, tracking and optimization can help us reach targets quicker and more efficiently. But the creative used in performance campaigns can often look or feel … off. When there are metrics to hit and placements to fill, creative often takes a […]

Understanding what journalists don’t want is just as important as understanding what they do want.