Marketing

Advertising loves to talk about transformation. It’s less fond of actually doing it. The latest case in point is the Ad Context Protocol, or AdCP. Billed as a shared, standardised language for how AI agents communicate across advertising, it’s supposed to bring order to the next wave of machine-driven media. Instead, its debut last week triggered […]

What’s in a name, you ask? In the case of MMA, a lot, given that those three letters have worked hard to reinvent themselves over the last 15 years.  The marketing organization known as MMA Global, and headed by Greg Stuart for the last decade and a half, is again renaming itself while still employing

A quarter of all Connected TV (CTV) bid requests can’t be trusted. That doesn’t mean fraud every time. Sometimes, it’s incomplete data. Sometimes, it’s oversimplified or mislabeled content. And sometimes, it’s more intentional misrepresentation. But the effect is the same: Advertisers don’t know if they’re getting what they paid for and publishers can’t be sure

Marcelo Kertesz spoke with Marketing Dive about reports the brand is mulling its first big game ad and why it is doubling down on edgy humor.

Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting. The post MMM Isn’t As Scary As Marketers Think – But You’ve Got To Do It Right appeared first on AdExchanger.

Consumer surveys are showing mixed sentiments about this year’s holiday season.

If there’s one thing marketers don’t need, it’s another measurement dashboard. “Death by dashboard is real,” said Dane Buchanan, chief data and analytics officer at performance agency M&C Saatchi. But not only is “a plethora of measurement approaches” overwhelming clients, he said – from media mix modeling and geo-lift testing for incrementality to brand lift studies