Tag: Modern Marketing + Measurement

Ad blockers are designed to stop unwanted advertising from reaching the browser. That is their obvious function. Their less visible effect can be far more significant for marketers.

As someone who has spent years working in advertising technology since the launch of the iPhone, I’ve seen the industry’s appetite for data grow.

A campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them.

Buying an outfit from a television show should not require knowing a senior executive at Netflix.

The B2B buyer journey is changing. Research finds that 60% of B2B buyers incorporate AI tools in their search.

We know that television still fills the room. Ask almost any advertiser and they will tell you the audience is larger than ever, gathered around bigger, brighter TVs.

Advertisers have more choices than ever when deciding where to invest their media budgets.

The programmatic digital out of home (pDOOH) market in the United States has moved past the adoption stage.

Choosing a position can make executives nervous. If a brand becomes more specific about what it believes and whom it serves, what happens to everyone else?

Your analytics capture everything customers do and almost nothing about why. Here is how to bridge the two using data you already own.

The goal isn’t simply to improve an AI visibility score, but to understand what information is shaping the customer journey and what influence can reasonably be attributed to it.

Marketing measurement has already moved beyond the days of waiting until a campaign ends to understand what worked…The next shift is about what happens once those signals are available.

By Evan Rutchik, President & Chief Strategy Officer, Viamedia.ai The promise of digital advertising is that the wealth of signals would allow advertisers to deliver one-to-one messaging, tailored to the individual consumer who actually saw the ad creative. Even with technological advancements, this still remains the holy grail of advertising. The challenge that all brands face is that it’s hard to…

By Becky Johnson, Advertising Week Writer & Podcast Host Most of us have joined a restaurant loyalty program for a deal. We enter a phone number, collect points, and wait for an offer that makes the next order feel like a bargain. That can bring someone through the door, but it leaves restaurants with a difficult question: what happens when…

When you stop treating all of your firm’s work hours as products and invest some of those hours in strategy, your firm builds longer-term value.

Against the more than $750 billion spent on advertising last year, that share was roughly $165 billion that never reached a real customer.

The next decade in CPG will not be won by whoever has the biggest team or the biggest budget.

By Becky Johnson, Advertising Week Writer & Podcast Host Marketers have more data than ever, but much of it remains scattered across departments, platforms, publishers, retailers, and business partners. Bringing that information together could help companies understand customers, evaluate performance, and make better decisions. It could also create an enormous privacy, security, and compliance problem if the process requires every…

The industry should stop treating basic foot traffic tracking as a premium feature. Make it part of the campaign and use it to optimize.

As the NFL season unfolds, every optimization decision comes back to a simple test.