_Editorial Archives

How Connected Marketing Helps Brands Meet Customer Experience Expectations

To meet consumers expectations now, brands need to deliver one-to-one experiences across channels that meet customers where they are in their journey. A “Connected Marketing” approach gives brands the capability to do this.

A Reality Check for the Post-Cookie World

Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way.

M&A Fever: What the Rise of Mergers and Acquisitions in CTV Means for the Industry

Let’s get one thing clear: Connected television (CTV) is TV. It is the same experience happening on the same screen in the same room. Seriously – the reach is now there and advertising spend on CTV is on track to reach $13.4 billion by the end of this year.

What Marketers Can Learn About CTV for the Midterm Elections — and Their Own Campaigns

Taking a dedicated, strategic approach to this key medium can help to develop better ads for candidates and deliver more relevant ads to viewers.

Will Chester Cheetah Make a Cheetos Cameo During the Super Bowl?

There’s one thing we know for sure about Super Bowl LVI. It’s going to be a Flamin’ Hot Super Bowl.

The Era of Broad Target Segmentation Is Over

As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs.

Closing The Opportunity Gap: How To Give By Teaching What We Know

Whether you are a nonprofit, an individual, or a company looking for ways to give back, here are a few best practices as we collectively seek to give back and teach what we know.

Magic of Mindset: How Contextual Strikes a Chord with Viewers – Before They Hit “Skip Ad”

Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks.

The Marketer’s Dilemma: Redefining Gen Z

Gen Z could fuel growth, but they could also limit it. The actual problem, however, is not with Gen Z, it’s with the hard and fast definitions we use to label them.

BIMI is All Set to Become a New Industry Standard for Brands that Rely on Email

BIMI aims to increase recipients’ confidence in the source of emails while enabling senders to reinforce visual branding in communication.

Forget CTV’s Walled Gardens, 5G Mobile Phones are the Key for Addressability

The IP-based architecture of mobile makes the phone the natural “control point” for understanding audiences at scale and solving addressability, and the arrival of 5G only accelerates that reality.

How 70+ Adults are Leading the Largest Online Migration of Any Single Demo in U.S. History

70+ adults’ rapid digital adoption is one of the most profound technological changes this country has ever seen. We’re entering new territory in marketing and advertising, where, for the first time, brands can reach a game-changing demo online and in a big way.

The Future of Data Privacy: It’s Not About the Method, It’s About the Activation.

As the industry waves goodbye to the cookie over the next two years, the conversations have to move beyond vilifying one data collection methodology while championing another and focus more holistically on actionability as well.

#nofilter: The Power of Transparency on Social Media

With mindsets shifting and consumers increasingly speaking the language of #nofilter, brands and their ambassadors might benefit from making some tweaks to their communication style.

How to Navigate Privacy Regulations to Create Sustainable Data-Driven Marketing Practices

Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers.

Lessons from the Unicorns of New York City

At Advertising Week New York, during the panel “Unicorns of New York City,” Pat Kiernan, award-winning anchor at Spectrum News NY1 led a discussion with business leaders from two of the most innovative businesses, built right there in New York, to tell their stories.

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