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The successes of today’s biggest brands illustrate how next-gen stats can inform smarter, more effective advertising strategies. The lesson is clear: brands that embrace these insights gain a competitive edge in today’s crowded media landscape.
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Maximizing the quality of first-party signals through regular tagging audits is a way to enhance the effectiveness of performance campaigns, especially as we move away from third-party cookies. Embracing this practice and performing quarterly audits will help brands to stay ahead and truly connect with their audience.
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Positioning yourself as a brand requires a balanced mix of purpose and pragmatism; of audience insight; and of professionalism, and authenticity.
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Advertisers face an uncertain cookieless future in 2025, but they are galvanized more than ever to identify a better path forward.
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Three of my favorite brand mascots — the Pillsbury Doughboy, Kool-Aid Man, and the McNugget Buddies from McDonald’s — all have something in common with one another. Objectively speaking, they’re all weirdos.
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By grounding our creative processes in data while nurturing human insight, we create campaigns that are not only effective but also unforgettable.
Now is definitely the time to tap into AI technology to optimize marketing performance. And it makes sense to look beyond the leading platforms to find the AI-powered solutions that most effectively enable growing your business.
The path to successful multicultural marketing starts with a shift in mindset. It’s no longer enough to focus solely on representation or linguistic adaptation—audiences expect deeper engagement and personalization.
Mobile gaming’s potential for brand engagement will only increase as it evolves, reinforcing its status as an essential tool for forward-thinking marketers.
Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there’s nothing more human than that.
Parenting isn’t done in isolation – as a parent, you rely on family, schools, and communities to help raise your children. AI is similar: businesses should rely on partnerships: consultancies, open-source communities, and collaborations to build robust AI systems that deliver lasting competitive advantage and grow with a company’s evolving needs.
The recent uproar surrounding Jaguar’s brand refresh has been astonishing. What began as a teaser of a new brand identity quickly spiralled into a feeding frenzy of criticism.
Hyper-personalisation should exist to enhance the user experience, but brands need to be wary of how close they are to crossing the line.
Companies that embrace privacy-forward data collaboration will gain a competitive edge, while consumers will be more inclined to share data with brands they trust.
Now is definitely the time to tap into AI technology to optimize marketing performance. And it makes sense to look beyond the leading platforms to find the AI-powered solutions that most effectively enable growing your business.
Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there’s nothing more human than that.
Parenting isn’t done in isolation – as a parent, you rely on family, schools, and communities to help raise your children. AI is similar: businesses should rely on partnerships: consultancies, open-source communities, and collaborations to build robust AI systems that deliver lasting competitive advantage and grow with a company’s evolving needs.
Going forward into 2025, advertisers won’t care whether a piece of content appears on YouTube, Netflix, Hulu or Prime, as long as they can access and take advantage of a video’s data.
The Branded Content Series Premieres Dec. 16 with Holafly as the Presenting Sponsor
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2025 promises to be a pivotal year for the marketing industry. By addressing these challenges head-on and leveraging the tools at their disposal, marketers have a unique opportunity to shape the future of advertising in a way that drives real impact. The question is, will they rise to the occasion?
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Netflix’s approach signals a shift in how brands should think about cultural engagement. It’s not about how loud you can shout or how much you can spend. It’s about understanding where genuine cultural conversations happen and becoming a natural part of them.
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Advertisers who embrace differentiated curation tools will gain a strategic advantage in the programmatic marketplace, while publishers will be able to unlock the full value of their inventory, drive incremental revenue, and strengthen their direct relationships with buyers.
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The next chapter of CTV isn’t about isolated ad placements – it’s about delivering a holistic, seamless experience that meets viewers wherever they are.
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CTV isn’t going away. It’s ability to deliver high-quality campaigns with engaged audiences is unmatched. But it is in the data available on the platform where the real potential lies to differentiate itself from its Linear counterpart.
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As we look towards 2025, the industry’s ability to create engaging, performance-driven ad experiences will be critical.
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