Performance Marketing
Marketers Need to Understand the Difference Between Segments and Personas
While Valuable, Publishers Can’t Afford to Get Distracted by First-Party Data 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. 
Crossing the Finish Line: How Audio Out of Home Helps Brands Make the Sale
It’s become an increasingly attractive tool in marketers' arsenals since it's measurable and available at scale on programmatic exchanges.
Online Communities Are Key to Understanding Your Audience
Brands looking for a signal in the noise should look to the internet’s most engaged spaces to understand real consumer sentiment.
6 Important Google Ads Changes You Need to Know
Marketers are left confused in the middle of the holiday shopping season.
5 Cognitive Biases CMOs Should Watch For When Making Decisions
We sometimes overvalue our own opinion instead of listening to research or consumer insights.
Place Exchange Gets Inside Uber OOH as Riders Return
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%.
Video Advertisers Are Moving On From That ‘One Great Ad’ Approach
Highly fragmented audiences on digital media are the biggest opportunity for digital video ads right now.
Holiday Catalogs Feel the Impact of Labor Shortages, Supply Chain (and yes, the Pandemic)
Even the paper they’re printed on—and the specialists who make the presses run–are in short supply.
As Privacy Diminishes Ad Attribution, Dentsu and Snap Beef Up Performance Measurement Alliance
The breadth of the agency’s scale, combined with the app platform’s own analytics represents one defense against the cookieless future.
What’s in a Web Page Title? Google May Decide for You
The search giant's attempts at greater clarity for users may muddle marketers' messages.
Despite Vaccines, It’s Another Ho-Hum Holiday Season
This year's seasonal gatherings won't be like 2020—but they also won't resemble 2019.
Lagunitas Shifted to Social When In-Person Wasn’t Doable
When concerts and festivals shut down, the beer brand had to pivot.
Data Axle Genie Conjures a Solution for Aflac Amid the Pandemic
The data cleansing platform generated more than 2.1 million leads for agents.
Hold On, We’ve Entered a Digital Marketing Time Warp
How performance marketers can leverage accelerated industry trends.
6 Retail Marketing Predictions for 2022
Retail media will remain a hot field but still won't close the loop, and more insights.
With Workers Largely at Home, B-to-B Marketers Devise New Ways to Find Customers
Some have shifted budgets to digital, while others are hunting for home addresses.
