Marketing

Now that the World Cup is finally over, brand marketers hoping to dominate consumers’ attention during the tournament will be analyzing the performance of every channel, creative asset and dollar spent along the way — and feverishly trying to connect their choices to incremental sales growth. There are some things they won’t have been able […]

Every choice has a price and the bill always comes due. Marketers are only just starting to work out what theirs actually costs for AI.  Laura Higgins had been at Dollar Shave Club for two months when she started paying attention to her AI bill. During her first month as the company’s new chief brand

Websites just don’t get as much traffic as they used to. (Thanks a lot, AI search.) But publishers and content creators are bullish on email newsletters as a way to reach their most engaged readers directly, free from the algorithmic whims of search and social platforms. As a result, we’re seeing some of their most

An effort promoting Protein Ancient Grain Granola is the brand’s first work with Wpromote x Giant Spoon since naming the shop media AOR in April.

Something is shifting in social media, and not just in the feeds. Metricool has spent the last year asking two very different sets of questions: What’s actually performing on social media right now? And how are the people managing it all actually doing? The answers, drawn from some of the most comprehensive research in the

Performance marketing has a paradox right now. The tools have never been more sophisticated, the interfaces cleaner, and the workflows faster, and yet performance is hitting a ceiling. Efficiency has improved significantly over the past two years, but performance has not kept pace. That gap is where most marketing budgets quietly disappear, absorbed by platforms

For years, plausible deniability was the online ad industry’s de facto workaround for dealing with children’s privacy. The concept of “actual knowledge” under the Children’s Online Privacy Protection Act quietly set the bar. As long as an operator wasn’t provably aware that it was collecting personal information from children under 13, it could keep treating

In a piece I wrote for AdExchanger last year, I argued that publishers needed to stop measuring their business in pageviews and start building it around audience relationships.  The era of search and social traffic was ending, and publishers who survive would be the ones who understand and own their audiences. I run Leverage Lab,