Trends

When Brigitte King heard about Google’s third third-party cookie deprecation delay in April, she thought, “Oh no, here we go again.” As the chief digital officer of Colgate-Palmolive, a big part of King’s job has been to evangelize the need for cookieless prep, which is hard to do without the urgency of a deadline. And […]

For a startup, 20 years can feel like a long time. But for e.l.f. Cosmetics, the upstart beauty brand that made good, it doesn’t feel that way. “We might be pretty big right now,” e.l.f. Chief Brand Officer Laurie Lam told AdExchanger. “But we are not a leader, necessarily, in the sense that we don’t […]

It can feel like a big win when a favorite regional or startup brand gets picked up by a national chain like Walmart or Target. But it’s important to point out that the retailer isn’t making a bet on that brand. The brand is placing a bet that it’ll be able to hack it on […]

Liquid I.V. is pouring ad dollars into online retail platforms to protect its top spot in search results and fend off competitors. “Being the No. 1 powdered hydration company in America definitely puts a target on your back,” said Danielle Fessenden, Liquid I.V.’s senior director of Amazon and omnichannel.  Now that online retailers have opened […]

With revenue down 10% in its recent earnings report, sportswear brand manufacturer Under Armour discusses fewer promotions, fewer SKUs, more loyalty and more influencers.   Every two in three emails Under Armour sent to consumers in 2023 included a discount or promotion. Likewise, 65% of Under Armour’s sales last year were on promotion and only […]

A hash is kinda trash. Or, more precisely, not only will hashing data not anonymize it, but regulators, including the Federal Trade Commission, consider hashed identifiers to be personal information. In late July, the FTC published a blog post reminding companies that hashes aren’t anonymous. They can still be used to identify users, and their […]

Samsung-owned audio electronics manufacturer HARMAN International doesn’t advertise much in audio environments. That may sound odd for a brand that makes and sells speaker systems, headphones and other audio gear, but there’s a good reason, said Chris Epple, HARMAN’s VP of marketing in the Americas. Say an ad for a premium speaker manufactured by HARMAN’s […]

Publicis has outperformed its agency holding company peers, including WPP, Omnicom, Dentsu and IPG, largely on the strength of its retail and ecommerce acquisitions. The Publicis commerce strategy will be put to the test, though, as agencies plan to curtail spending with Publicis-owned businesses. You read that right: agencies. Many of Publicis’ fastest-growing and most […]

Unilever’s hydration powder brand Liquid I.V. talks how it climbed to the third most-sold product during Amazon Prime Day.   Liquid I.V. bulked up its marketing strategy for Amazon’s 10th annual Prime Day sales in July with homepage and event page placements, an exclusive product launch, branded packages prior to the event and a drone product […]

That thud you just heard? The latest Adalytics report dropped on Wednesday. The spotlight this time is on media sellers with masses of user-generated content (UGC), including movie and video review forums with unmoderated comment and discussion sections. Examples include Fandom, Tumblr, Metacritic, Dailymotion, Genius, Urban Dictionary (which you might expect) and even the Merriam-Webster […]