campaign measurement

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

Personalization and customization are great, but when marketers go overboard with targeting, they don’t cast a wide enough net to attract new customers and foster growth, says JP Jansen, SVP of marketing and CMO for North America at Mars Pet Nutrition.

INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

In 1973, Timberland – then called Abington Shoe Company – debuted its waterproof yellow boots. In 2023, the outdoor apparel and accessories company will observe the boot’s 50th anniversary. And Ezra Martin, Timberland’s newly minted vice president of marketing, Americas, will be rolling out a new marketing strategy for the occasion. Martin shares his insights on personalized customer experiences, localized campaigns and more.