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The W3C’s proposed “Attribution Level 1” browser standard deserves far more scrutiny from the advertising and measurement community than it has so far received. The public comment period remains open through June 10. At a moment when advertisers face enormous pressure to justify spending and many publishers outside the largest platforms are struggling economically, industry […]

Ciciyasvili spent three years cultivating a relationship with a contact at Variety before it resulted in a feature story and podcast appearance for Betches’ CEO.

Media fragmentation is the ultimate paradox. There are more places than ever to reach an audience, but it has become increasingly difficult to grab their attention. And when attention is so divided, it’s hard to “feel confident that you’re reaching the right customer at the right time,” said Andrea Steele, director of media and marketing […]

By Aaron DeBevoise, CEO of Spotter Reach is abundant. Media buyers see this play out every quarter: you can purchase impressions at scale across dozens of platforms, hit your GRP targets, and still watch your client’s brand slide past an audience that never looked up from their scroll. Volume and attention are not the same […]

Hint Water doubled its marketing investment from last year with a lust-forward campaign that showcases its brand evolution. Here’s the company’s plan to re-energize its decades-old brand.

Forget the branded tote stuffed with collateral and QR codes. The post-show “experience” today is becoming a well-crafted campaign, with the on-site hero engagement as the jumping off point. Let’s explore the ways b-to-b event marketers are making their show messaging sticky and shareable with the keepsake long game.   Turn the experience into a […]

A new survey finds that Gen Z shoppers are most likely to buy secondhand items and purchase goods after discovering them on social media than older generations.

The FAST channel ecosystem is providing advertisers with a sandbox (no, not that sandbox) to test new CTV formats, targeting tools and programmatic buying methods.

Walmart Connect is adding a second DSP partner: Yahoo DSP. Plus: It looks like location data is being used to spy on the military now.

Too many B2B vendors have yet to modify their sales models in response to gen AI search habits, marketplace turbulence and economic volatility. For those sellers unsure of how to address GTM changes, Forrester offers some suggestions.