Not All Customer Data Is Equally Valuable Proper prioritization of functionality is important—granted there are all kinds of customer data, what would be the essential ones for the initial phases? 
Vote Now for Adweek’s 2022 Readers’ Choice: Best of Tech Partner Awards
For the fourth straight year, we need your help recognizing the top advertising and marketing technology providers. That’s right: It’s once again time to vote in our Adweek Readers’ Choice: [...]
The Top 5 Innovations in Retail Media Here Today (and Coming Tomorrow)
In the last few years, with the explosion of ecommerce—and retail media specifically—the industry has undergone massive amounts of innovation. That's true digitally, technically, physically—and soon enough, it could be [...]
Gaston Taratuta on Becoming an Entrepreneur ‘by Force’
How a tuxedo rental led to building a worldwide digital advertising firm.
To Reach Gaming’s Massive Audience, Brands Go Bespoke
If anything gets gamers excited about advertising, it’s deeper integrations that put their favorite brands into games.
The New Rules for Performing in Today’s Adult Beverage Category
This is just the beginning of a deeper evolution—one driven not just by new competition, but by new business and partnership models.
Want to Attract Younger Consumers? Just Be Yourself
We all know personalization and micro targeting has become more and more prevalent, but it is a 'must have' instead of a 'nice to have' at this point for marketers.
The Mobile Loyalty Program Formula: Reduce Friction, Collect Valuable Data
How brands can maximize retention and customer experience.
Loyalty Programs Are the Strong Foundation of Customer Engagement
Taking a set-and-forget approach to loyalty campaigns means missing out on valuable opportunities.
Sara Moorthy Was Working With Data in Advertising Before It Was Cool
From old-school advertising to today's ad tech, this marketing executive has seen it all.
In Uncertain Times, a ‘Play It Safe’ Strategy for Brands Will Be Anything But
It’s understandable that marketers will be tempted to take the conservative route over the next few months—but the unique moment we’re facing requires fiscal responsibility coupled with daring vision.
From Reactive to Holistic: Exploring the Various Levels of Personalization
Let’s call “fulfilling customer’s explicit demand”—or “reactive personalization”—the first degree in personalization.
Some of the shifts can be traced to the rise of “neobanks,” or those fin tech firms offering up apps, software and other technologies that help streamline mobile and online [...]
It’s Not a Popularity Contest: Rewarding Publishers for Their Quality of Audience
Publishers deliver value far beyond that last click, but advertisers are finding that some of the most strategic partners don’t always have the biggest audience.
To Stop the CMO Revolving Door, Bring Brand and Performance Together
While brand marketing certainly needs to become more data-driven, performance teams need to bring more of their data to creative conversations.
Customers Want Personal Advisors, Not Advertisers
Social media now transcends marketing: It’s the new search bar, the new storefront and the new help desk altogether.
