Marketing

For all the headlines, LinkedIn posts and hot takes generated by WPP’s Elevate28 plan, the most consequential audience has been largely absent from the conversation: the CMOs and senior marketers at the world’s biggest advertisers. Most have no idea it’s even happened. They don’t read the trades. They hear about this stuff through consultants, or […]

For the best part of 20 years, paid search and SEO have operated as separate disciplines. But as they respond to the zero-click search era, marketing agencies are erasing the boundaries between organic and paid search teams. Elena MacGurn, svp of search at Digitas, told Digiday the Publicis Groupe agency has begun reorienting teams from either

The latest round of earnings calls from the cohort of publicly listed ad tech companies concluded this week, with the results helping observers to grasp the challenges and opportunities in the sector. The numbers filed with each company’s respective stock exchange in recent weeks, as shown in the table below, indicate an annual average revenue

Subscribe: Apple Podcasts • Spotify This story was originally published on sister site, Glossy. As influencer marketing evolves beyond one-off paid posts, brands are finding new ways to build relationships that last and go deeper than a hashtag-sponsored post. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on

No one AI model class will do the best advertising for marketers without the skills of others. The future, according to Publicis Group-owned Epsilon, will be a carefully orchestrated ecosystem – a team of specialists not a single genius.  Steve Nowlan, svp of decision sciences at Epsilon whose PhD is from Carnegie Mellon and whose

Advertisers face a challenge: while brand building is essential for growth, measuring its impact remains frustratingly elusive. According to Boston Consulting Group, 46% of B2C marketing leaders are balancing their efforts between short-term revenue and long-term growth. And while brand advertising drives sales, the gap between an upper-funnel awareness campaign and final purchase makes accurate

OpenAI and its first ad tech partner Criteo are framing their pitch around conversational advertising — a format that’s long been promised but rarely delivered at scale. The pitch is landing in clients’ inboxes just days after Criteo announced it would give its advertisers direct access to ChatGPT inventory through its platform. And true to

Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its