It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels. This is the moment to unleash your best data-driven decision making, and marketing mix modeling (MMM) is your unfair advantage
On Monday, Google surprised many by announcing its decision to halt the deprecation of third-party cookies, citing transition challenges and acknowledging the substantial efforts made across the advertising ecosystem.
Television audiences are evolving, and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, CTV penetration reached an all-time high, with 88% of households having at least one CTV device.
Brands driving omnichannel marketing programs should consider a holistic view of consumer engagement and commercial performance.
Commercial intelligence not only serves marketing teams but also CEOs, CFOs & operators as it provides a common language across the company.
The Winterberry Group forecasts that marketing analytics and data infrastructure spend is expected to grow from $22 billion in 2022 to $32 billion in 2026.
In this ROI Genome Intelligence Report, built on millions of marketing performance data points from $billions of spend across 50 countries, we tackle common misconceptions and reveal the truth of the modern marketing funnel – and show how to strike the right balance of broad reach and narrow targeting
With the looming death of the cookie and other third-party IDs, marketers are rightly focused on building out their own first-party data.
From harnessing innovation to mastering organizational adoption and beyond, read on to find out how a holistic measurement framework is playing a key role in driving success.
Finding ways to increase customer connection and build a durable measurement program as the challenges of data deprecation continue is top-of-mind for many brands.
