Marketing

When the economy turns sour, marketers are the first in their businesses to taste it, especially the ones on in-house teams. Just last month, PepsiCo reportedly handed off parts of its internal creative studio to VaynerMedia, prompting some staff exits. Weeks later, Keurig Dr Pepper pulled the plug on its in-house creative team entirely, according […]

Lindsay Shelton, director, North America, VIOOH Not all screens are created equal, and in the modern fragmented marketplace, how advertisers access and activate the best placements can make or break a campaign. Brands need guaranteed access to premium screens — those high-traffic, high-visibility environments that turn heads to drive engagement and action — but traditional

The cosmetic brand is working with the social media star, famous for sailing from Oregon to Hawaii with his cat, on a Roblox-based activation.

The modern marketing landscape is being rewritten in near real time. While economic uncertainty may tempt brands to retreat into the comfort of walled gardens, the truth is more nuanced, especially regarding data and identity solutions. Marketers today have more options than ever, with the growing adoption of modular or composable data stacks opening new

What’s it like managing user acquisition for a consumer-facing investment and financial planning app during an ongoing trade war? A little tricky. Markets are turbulent, trade policies are unpredictable, and retail investors are trying their best to navigate it all. But Betterment’s customers “have largely stayed the course,” says CMO Kim Rosenblum, who oversees the

When Viant announced its acquisition of identity startup lockr on an earnings call in March, investors were bemused. During the Q&A portion, the investors had questions, including, What the heck is it? But it makes sense that they were unfamiliar with the company, says Tim Vanderhook, CEO and co-founder of Viant, on this week’s episode

Spring Into Action Magnite’s acquisition of the SpringServe ad server in 2021 and its subsequent investments demonstrate the importance of merging an SSP with an ad server for streaming video. Trey Titone, NBCUniversal’s VP of product for programmatic demand, has a useful blog post on Ad Tech Explained documenting Magnite’s evolution. Take pause ads, which