Marketing

Performance marketing has fundamentally changed how marketers define success. Better targeting, attribution and optimization finally give marketing leaders what they’ve always wanted, which is a concrete way to prove that advertising works, expressed through performance metrics that CFOs understand. Yet the tremendous success of performance marketing now presents a growth ceiling for many organizations. We

Imagine this: someone double-taps your post, leaves a thoughtful comment, maybe even shares it to their story. You feel the dopamine hit then crickets. A week later, they’ve forgotten you exist. Sound familiar? That gap between “someone liked my post” and “someone bought from me” is exactly where most brands leak revenue.  And it’s wider

Pattern has added advertising in ChatGPT to its campaign management platform, allowing brand partners to run campaigns on the AI service alongside activity on other digital channels. The ecommerce technology company said the integration extends its advertising tools beyond online marketplaces and platforms including Google, Meta, Snap, and TikTok. ChatGPT will be added to the

No Business Like Show-Level Business Third-party ad tech companies and some agencies have started testing ways to effectively jury-rig show-level CTV reporting – even when streaming media sellers don’t make that data available. Which, typically, they don’t. The strategy involves connecting anonymized content IDs to reporting that shows up in conversion logs. In practice, a

OpenAI just hit the coupon phase of building an ads business. It’s the stage every platform before it has run through, whereby they hand advertisers credits to get them spending more, testing budgets, and building habits on the platform. One example of the promotion reviewed by Digiday offers new advertisers a $50 credit after they

By now, the Unilever creator story is a familiar one.  Last year, the conglomerate announced plans to center creators in its marketing, and has since built an army of 300,000 of them, activating 50,000 at this year’s FIFA World Cup. What’s less well understood is everything underneath that headline number —the logistics of running a

Time has begun serving ads to AI bots. Ally Bank and Project Management Institute are among the first buyers.  Strange as that sounds, it’s also logical. To understand why, it’s important to go back to the start.  Last month, Time began converting all its webpages from HTML into markdown versions — stripped-down, text-only copies of