News Archives

Group Black: A Journey of Gratitude and Challenges

Group Black has built the infrastructure, measurement capabilities, and operational teams for over 250 Black-owned media companies, enabling them to compete with anyone in the industry.

Mad, Bad and Dangerous to Know

Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities. This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.

Where Retail Media is Heading in 2024

Understanding how retail data can benefit strategy and define the marketing mix will be unique to each brand, but those that adopt early and build a knowledge base have the opportunity to succeed.

AI Slated to Worsen Our Global Digital Waste Problem. Here’s How Marketers Can Help

Don’t rely on AI for everything. It’s a tool—an asset, even—not a substitution. After all, prompts need to come from somewhere—someone’s creative ingenuity or their strategic mind.

Digging Deeper Into Advertising’s Lost Half

To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization.

Thanks for Nothing: Prepare for Your Greenwashed False Advertising Claim Now

As more companies offer green products, the uptick in false advertising lawsuits will continue through 2024 and beyond.

Filling the Creative Data Gap to Counter Rising CPMs

Data is a fundamental requirement for advertising to continue succeeding as much as it is growing.

New Study Shows U.S. Companies Slow to Implement AI in the Workplace, Despite Over Half of Employees Expressing Desire for an AI Policy

Research commissioned by Advertising Week and conducted via Cint reveals 55% of workers think their organization should have an AI policy, while only 19% have one already in place, and only 21% of organizations are encouraging the use of AI

Contextual Audiences Represent a Path Forward for the Industry

As technology continues to advance and the digital ecosystem evolves, embracing contextual audience targeting will be crucial for brands to thrive in a privacy-first environment.

Email Marketing is Evolving – Top 3 Best Practices to Meet Consumers’ Needs

By knowing more about the consumer, email marketers are able to segment them into various groups that have similar traits and characteristics, which really allows personalization to take off and enables brands to target emails more accurately.

How Creator Marketing Can Add Fuel to the Social Commerce Fire

Creators are playing the role of virtual sales-floor associates, not only promoting products, but reviewing and testing them, and letting customers know about discounts through entertaining, relatable content that viewers engage with and share, further extending reach.

Navigating the Mom Market: Building Trust and Making Data-Driven Connections

Becoming a parent marks a monumental shift in a woman’s life. Stepping into motherhood is not just about new experiences and responsibilities, it’s also the onset of a transformative consumer journey.

How TV Advertisers Can Stay Visible by Following the Audience

Brands have an opportunity to do more than just be at the mercy of the events of the day.

Sustainability and Society: The State of the Nation

Creative is most effective when audiences see themselves reflected in it, so being cognizant of these key concerns when planning creative will drive impact by building relevance.

The Human Factor: Navigating the Limitations of AI in Marketing

While AI has revolutionized the world of paid marketing, offering unparalleled speed and efficiency in automating and optimizing advertising campaigns, it isn’t in a position to usurp us humans just yet.

How Thought Leaders Can Stand Out in the Age of AI

Business professionals dedicate years — often decades — of their lives to becoming thought leaders. Why on earth are so many willing to throw away their credibility by allowing generative AI software to write content for them?

The Death of Freemium (Sponsored by Advertising)

It’s not the first time the ad industry has been under pressure though and disruption is often necessary to drive evolution. It remains to be seen what the next few years for ad-based freemium hold but one thing’s for certain, it won’t look the same as it does today.

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