Rallying enthusiasts and giving them a platform to interact is a major driver of acquisitions.Orbon Alija/Getty Images

Can Retail Media Crash the Cool Kids’ Party? 

Retail Media

Commerce and social media are converging—but on whose terms?


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5 Performance Marketing Trends to Watch in 2022

Performance Marketing

[Consumers] also looking for a seamless experience enabled by QR codes, which cut down on the number of clicks it takes to look at.

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To Connect Consumers’ Searches to Brands, Focus on Delivering Answers, Not Keywords

Performance Marketing

Too many marketers mistakenly believe that investing in improving their Google search results is sufficient.

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Before Your Company Invests in AI, Ask Whether There’s a Real Customer Need

Columnist Network

Our customers were getting overwhelmed by choice. They didn’t know where to begin.

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As Out of Home Recovers, OAAA Builds Up Leadership Team

Performance Marketing

The new executives are expected to expand the trade group's data and creative capabilities.

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Marketers Need to Understand the Difference Between Segments and Personas

Performance Marketing

No customer is just a sum of product purchases and clicks.

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While Valuable, Publishers Can’t Afford to Get Distracted by First-Party Data

Performance Marketing

While publishers may be able to infer some level of intent based on user behavior across their sites, there are limitations to what an individual publisher can do.

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Crossing the Finish Line: How Audio Out of Home Helps Brands Make the Sale

Performance Marketing

It’s become an increasingly attractive tool in marketers' arsenals since it's measurable and available at scale on programmatic exchanges.

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Online Communities Are Key to Understanding Your Audience

Columnist Network

Brands looking for a signal in the noise should look to the internet’s most engaged spaces to understand real consumer sentiment.

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6 Important Google Ads Changes You Need to Know

Performance Marketing

Marketers are left confused in the middle of the holiday shopping season.

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5 Cognitive Biases CMOs Should Watch For When Making Decisions

Columnist Network

We sometimes overvalue our own opinion instead of listening to research or consumer insights.

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Place Exchange Gets Inside Uber OOH as Riders Return

Performance Marketing

The deal comes as the industry has continued to point to signs of a comeback after last year’s spending in the category dropped by 29%.

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Video Advertisers Are Moving On From That ‘One Great Ad’ Approach

Columnist Network

Highly fragmented audiences on digital media are the biggest opportunity for digital video ads right now.

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Holiday Catalogs Feel the Impact of Labor Shortages, Supply Chain (and yes, the Pandemic)

Performance Marketing

Even the paper they’re printed on—and the specialists who make the presses run–are in short supply.

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As Privacy Diminishes Ad Attribution, Dentsu and Snap Beef Up Performance Measurement Alliance

Performance Marketing

The breadth of the agency’s scale, combined with the app platform’s own analytics represents one defense against the cookieless future.

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What’s in a Web Page Title? Google May Decide for You

Performance Marketing

The search giant's attempts at greater clarity for users may muddle marketers' messages.