Brands and agencies are seeking ways to support diverse communities through their ad spending on YouTube. But accomplishing this has been challenging because campaigns can touch thousands of creator channels, with no real way to understand the diverse communities they represent. 

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Data deprecation and the demise of the third-party cookie continues to blur the lines between marketing and advertising. The future of both hinges on how companies use zero-, first- and second-party data. Customer data platforms (CDPs) can serve as a vital bridge. 

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With post-pandemic live attendance surging, industry events and trade shows represent an enormous opportunity for brands. Yet many companies spend significant time, energy—and budget— on these programs without defining clear goals or a plan for measuring success. 

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It’s Upfronts season and TV advertisers are already busy locking in their annual media buys to attract the audiences of tomorrow, today. But once your upfront campaigns end, how do you stay connected with your brand's loyalists in a fast-paced world? The key is dedicating time and creative attention to evergreen ads.

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As third-party data deprecates and privacy regulations proliferate, marketers need to figure out how to foster deeper and more personalized one-to-one relationships with their best customers. One solution: a modern and data-focused loyalty program, which can power personalized marketing and data-driven strategies.

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More and more businesses are turning to third-party creators, influencers and affiliates to fuel their growth, and establishing mutually beneficial long-term relationships is critical. But what do brands need to do to keep creators happy?

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Achieving outstanding social media ROI requires more than an understanding of platform trends, best practices for content creation, and actionable strategies to combine the two. You also need reliable benchmarks to help you measure your success. 

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Do you really know who your customers and prospects are? AI has allowed brands and agencies to get a richer and more complete understanding of consumers more efficiently in a data-first environment. Now is the time to tap into its transformative potential to deepen your understanding of these key stakeholders.

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According to new research from TikTok, its users will be just as likely to watch the summer games in Paris on the platform (58%) as they are to watch the live broadcast on TV (57%). So, how can brands best capitalize on this unique opportunity to authentically align with a worldwide, fan-fueled event? And how can you measure the impact? 

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Post-cookie, advertisers must determine how they’ll continue delivering personalized and relevant brand experiences while also measuring cross-media campaign effectiveness. To chart a path forward, media buyers and planners need to know about all the cookie alternatives out there.

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Customer data platforms (CDPs) have evolved significantly over the past decade as data and privacy policies have become more dynamic. The next challenge—cookieless targeting—will necessitate further CDP evolution for brands to realize value, drive growth and foster loyalty. But what will that look like? 

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Do streaming viewers really want to see ads? Is binge watching still a thing? How many different services do people subscribe to? What do key Gen Z and millennial audiences want? These are among the key topics covered in the latest version of Tubi’s annual look at the state of streaming.

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Customers visiting a physical location are more likely to make a purchase than those browsing online. But without campaigns specifically designed to increase foot traffic to brick-and-mortar locations, you could be overspending on media that isn’t increasing visits, conversions or generating ROAS.

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Many marketers are concerned that third-party identifier deprecation will threaten their ability to reach people on the open web. But with the right solutions and partners, brands can not only still reach in-market customers at scale, wherever they are, but also achieve better results than they did with cookies.

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What does it take to be a top brand in the minds of Gen Z? You have to be present where this generation is most active (aka social), show up in the right way with the right talent, and be a part of their passions. And then you have to measure the impact of these efforts. American Eagle and TransUnion share their approach.

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The brand-customer dynamic is unrecognizable from what it was just a few years ago. Consumers demand that brands respect their privacy, focus on sustainability and equity, and use new technologies like AI ethically. Trust and transparency are now essential to any content strategy.

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Marketers have a significant opportunity to reach audiences during known moments of receptivity. To master the creative excellence that connects with emotions, advertisers need to call on the right data and technology that can pinpoint when a person is most open to the message.

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AI is changing how leading brands measure and unlock the value of ad effectiveness. Research has shown that effective ads are four times more likely to increase return on marketing investment. Innovative campaign test-and-learn tactics, powered by high-quality data and AI, will drive brand growth and profit.

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The modern, dynamic buying journey demands that brands make their products accessible to customers whenever and wherever they’re ready to buy. Leading brands are solving this by using strategies focused on transitioning shoppers into long-term advocates for their products.

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