Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
The demise in recent years of legacy DSPs is not a glitch in the matrix; it’s a business model failure, leaving SSPs and publishers to pick up the pieces.
Sometimes it takes an outsider to point out the obvious: There was a lot of talk about AI in Cannes, but where is the real ad tech innovation?
After a reenergizing week at the Cannes Lions festival, here are six observations on how our industry is changing to meet its new challenges.
When it comes to the red-hot retail media sector, history doesn’t have to repeat itself. Here’s how to add accountability and transparency to a space where those attributes are sorely lacking.
Economic uncertainty provides the perfect scenario for demonstrating marketing’s essential role in driving growth, resilience and adaptability. Here are actionable strategies CMOs can take to thrive amid market volatility.
