Marketing

Clevertouch Consulting is hoping to change how marketing leaders approach martech performance by introducing of Clevertouch Insight, a research-focused division. Insight’s programmes MartechIQ(™) and The Mosaic Project, aim to address certain martech challenges. The Mosaic Project is backed by Innovate UK and will be a think tank where academics, technologists, and marketing professionals can collaborate…

Following a tepid 2023 for ad tech M&A, the sector had a little heat in 2024. There were noteworthy deals throughout the year, including LiveRamp’s acquisition of data clean room startup Habu in January and Experian’s acquisition of DMP and curation vendor Audigent in December. The number of ad tech deals nearly doubled during the

When seemingly every industry is standing up its own version of a retail media network (RMN), grocery chains stand out with unique shopper data and insight into the real purchase behaviors of consumers. These are people who are ready to spend money, said Bobby Gibbs, a principal in the retail and consumer goods practice at consulting

Trap More Flies With Honey Honey, a free browser extension that automatically finds and applies discount codes, is being accused of defrauding its users and the online content creators who championed it. That’s according to a YouTube tech investigator who goes by MegaLag. He alleges that the PayPal-owned Honey effectively steals the credit for online

In June 2024, the mobile game developer HOMA published “Clean It,” a casual game inspired by the #CleanTok TikTok trend — and the game became a viral hit.  The game launch, the result of a collaboration between HOMA and TikTok, is the latest example of the TikTok’s intentional bid to court game publishers onto its platform.

Tech giants and startups alike have spent the past year building new generative AI tools for users and advertisers. From AI images for programmatic ads to a growing number of AI-generated TV commercials, brands are starting to explore new ways of thinking about creative across various platforms. The final weeks of 2024 had big news

It’s unsurprising that more teenagers aspire to become influencers, given how many grew up watching TikTok stars like Charli D’Amelio and Ariana Greenblatt go from social media to the big screen. During this year’s U.S. presidential election, we saw greater interest from candidate Kamala Harris to engage Gen Z through TikTok trends like “brat” summer.

Omnicom’s proposed acquisition of IPG, announced earlier this month, would make it the world’s largest agency-holding company, with $25 billion in annual ad revenue and over 100,000 employees. The deal aims to generate $750 million in cost synergies, primarily by consolidating back-office functions and reducing redundancies by potentially cutting 30% of staff. A depressingly familiar page