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Contextual Targeting for the Cookie-less Future

Contextual Targeting for the Cookie-less Future

The cookie-less future is fast approaching and marketers need to take action now to prepare for the impending changes to consumer tracking and privacy laws. One solution worth exploring is contextual advertising, which provides quality assurance for both consumers and advertisers. 

The Rise of Second-Party Data

The Rise of Second-Party Data

In a world without cookies or device IDs, second-party data is quickly becoming the hottest ticket for data-savvy marketers to control and customize their omnichannel targeting and measurement strategies. 

When You Can’t Trust Your (Historical) Data

When You Can’t Trust Your (Historical) Data

Customer journeys are changed, potentially forever. How can businesses move forward despite these difficult circumstances so they can better understand where their customers are at this moment? The answer lies in real-time analysis.

Using Data to Actually Improve Brand Strategy and Get Results

Using Data to Actually Improve Brand Strategy and Get Results

Today’s marketing and communications organizations have hundreds, if not thousands, of data points at their fingertips. But many still struggle with a disconnect between metrics and strategic innovation, getting lost in the proof points without obtaining actionable results.

Optimize Audiences on YouTube and CTV to Drive Business Outcomes

Optimize Audiences on YouTube and CTV to Drive Business Outcomes

As streaming video consumption grows exponentially, many advertisers are challenged to find their audiences efficiently on connected TV and YouTube. They also need to drive and measure real ROI on video campaigns and make sure they’re brand-suitable.

The State of Creativity Right Now

The State of Creativity Right Now

Adobe surveyed creatives around the world and discovered that while they feel challenged in today’s unpredictable environment, they are rising to the occasion by doing what they do best: They are getting creative.

The ROI of Empathy

The ROI of Empathy

Making authentic connections with your customers matters more than ever. Connecting business goals, customer insights and outcomes ensures that your marketing team consistently makes the right decisions. And it all starts with a framework for using empathy.

The Marketer’s Guide to the CTV Opportunity

The Marketer’s Guide to the CTV Opportunity

More and more people are cutting the cable and turning to mobile devices and smart TVs to access their favorite content. It’s critical to understand shifting consumer viewing habits, as well as how to navigate a seemingly fragmented market to reach your audience.

Optimizing Your Advertising for Outcomes

Optimizing Your Advertising for Outcomes

With consumer behavior constantly changing—and with an increased focus on ad effectiveness—an outcomes-based approach that combines consumer data and real-time AI optimization is fundamental to campaign success.

How Leading Marketers Will Lead Markets in 2021

How Leading Marketers Will Lead Markets in 2021

The past few years have demonstrated that a true understanding of consumers and a hyper-personalized customer experience drive revenue. Get an expert take on how the personalized customer experience will become an even bigger differentiator for brands.

3 Keys to Insights-Driven, AI-Powered Segmentation

3 Keys to Insights-Driven, AI-Powered Segmentation

As 2020 has shown, the best-laid plans can quickly become useless. Insights-driven segmentation strategies need to take this into account and respond in real-time based on nuanced changes in consumer perception and behavior. 

Using Transaction Data for Real-Time Research

Using Transaction Data for Real-Time Research

For faster insights, marketers rely on transaction data to support real-time analyses on consumer behavior and company performance. Leaders across categories are gaining an edge with intelligence and insights derived from billions of anonymized consumer purchases. 

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How to Build a Lasting Data Foundation

How to Build a Lasting Data Foundation

The reams of data you have about your customers can only be useful if you can access it. CPG leader Danone had trouble finding an out-of-the-box technology solution to suit its ever-evolving needs. Find out more about its solution to own its media data.

AI Is a Lot More Than Automation

AI Is a Lot More Than Automation

Marketers are being challenged with rebuilding loyalty and connecting with consumers in deeper digital touchpoints. Leaning into technologies like AI can help you go beyond automation and solve for these challenges. 

5 Reasons to Be Happy About the Future of Advertising

5 Reasons to Be Happy About the Future of Advertising

What a year it’s been! On top of global health, social and economic disruption, marketers were already roiled by a range of challenges: regulators and platforms walling off access to data; customers demanding both personalization and privacy. There are plenty of reasons to worry—but “not so fast.”

5 Ways to Maximize ROI Through Better Insights

5 Ways to Maximize ROI Through Better Insights

Today’s most successful brands depend on data-driven consumer and market insights to shed light on their overall brand health, inform their marketing and product strategies, understand their customers, monitor the competition, and ultimately grow their revenue.

Integrate User Privacy Controls Into OTT and CTV

Integrate User Privacy Controls Into OTT and CTV

OTT, the productized practice of streaming content to users directly over the web, creates an opportunity and challenge for OTT app owners, publishers and advertisers. How are privacy and user transparency respected within the applications? 

Mobile Gaming Is 2020’s Hottest Channel

Mobile Gaming Is 2020’s Hottest Channel

At a time when other channels are shrinking and addressability is being impacted by privacy issues, one channel has stood out as the clear winner in 2020: mobile gaming. But marketers are still taking their time to warm up to mobile games, often not understanding how they differ from traditional console and PC games. 

The Shifting Values and Psyche of American Consumers

The Shifting Values and Psyche of American Consumers

Profound changes in 2020, from pandemic to the political, have driven change in consumer value systems that were unthinkable just one year ago. How can a brand keep up—let alone thrive—when consumers’ anxiety levels swing daily? 

Adapt Your Marketing to the Emergence of Tribes

Adapt Your Marketing to the Emergence of Tribes

A perfect storm of market and mental conditions has turned up the pressure on brands and businesses to rethink customer segmentation and reshape their messaging to address “tribes”—groups that are bound by beliefs and values, not customer segments defined by demographics. 

Where Identity Is Heading in 2021

Where Identity Is Heading in 2021

With the continual evolution of privacy legislation and the seismic shifts occurring with the deprecation of third-party cookies, marketers must lean into future-proofing their data and marketing initiatives as they look ahead into 2021.

Redefining Empathy for an Uncertain 2021

Redefining Empathy for an Uncertain 2021

In the face of uncertainty, brand empathy—and empathetic marketing—are more important than ever. But what does it mean to create a shared journey and more deeply connect with customers on an emotional level as we approach a new year of unprecedented challenges and change?