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Many performance marketers are questioning whether they can afford to spend on direct-response campaigns to grow or maintain revenue. But for smart performance marketers, it’s not a question of whether to spend or cut. It’s a question of allocation—and of revising the old marketing practice of separating branding and performance campaigns. To get real traction with a more integrated funnel approach, consider these seven steps.

This week’s PR Roundup features a look into brands’ commitment to women’s sports, how Vice President Kamala Harris fared on Fox News and how influential social media is regarding gifting.

Marketers who are not yet familiar with generative AI and large language models are already falling behind their peers. Harnessing these tools can make the creative process for marketers more efficient and, in many cases, improve their final product. Here are six uses of AI that can be applied in marketing today.

The Coalition for Innovative Media Measurement (CIMM) Summit 2024 delivered fresh perspectives on identity resolution, audience fragmentation, and the evolving TV ecosystem. Here’s what we learned and why it matters to the future of media measurement.

The cookie is already gone. The budgets have shifted. All the howlers screaming about Chrome’s road map for deprecation are akin to the last soldiers standing on the battlefield clinging to the flag of a fallen nation. In short, it’s over. But we can’t measure the downfall of cookies by looking at the bidstream. There […]

Picture this: There’s a mom sitting on a park bench. It’s a sunny day, and she’s watching her kids play ball on the grass. She takes a quick look around to confirm no one’s watching her. Then, when she’s sure she’s not being observed, she takes out of her bag … a GoGo squeeZ pouch […]

In its antitrust suit against Google, the US Department of Justice is portraying the company as a monopolistic giant, but the reality of Google’s ad tech business – and its future – is far more complex and evolutionary. The courtroom drama is drawing attention away from the real changes already reshaping the industry. These shifts […]

Amazon’s October sales event boosted its own bottom line, but the halo effect that typically occurs for other retailers during an Amazon sale did not appear.   Amazon.com Inc.’s October sales event for its Prime loyalty program members — dubbed Prime Big Deal Days — brought in more sales and items sold during the two-day event […]

To navigate the challenges AI poses to building influence and trust, here are three essential strategies executives can adopt to enhance their influence and maintain credibility in the AI-driven era.

Is there a bigger disconnect between marketers and consumers than we initially thought? A recent iHeartMedia study exposes a growing divide between how marketers perceive their audience and how consumers actually experience media and advertising.