Marketing

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,

Everything is an ad network, including sports arenas; Apple Ads is getting an upgrade; and Patreon blocks bots from its free content. The post Can’t Spell ‘Stadium’ Without ‘Ad’; Beware The Crab Apple appeared first on AdExchanger.

The World Cup has wrapped, which means it’s time for the obligatory marketing takeaways piece. This time it stops, predictably, on creators. They were one of the main conduits for fandom this tournament for broadcasters and advertisers alike. How they pulled that off is instructive. Because for marketers, the World Cup isn’t really about football.

Last month, Accenture Song acquired creator and social agency Whalar along with its scaled creator engagement tools and growth capabilities. Without providing details, Whalar told Adweek it was the “largest creator economy transaction,” which puts it at least at the $500 million mark, based on Publicis’2024 acquisition of Influential.  Whatever the cost of the acquisition,

The recent sentencing of a former WPP Media executive on bribery charges and the collapse of Meta’s acquisition of AI company Manus provide clear signs that the ad dollar’s ability to vault borders has reached its limit in China. A decade ago, holding company chiefs looked eastward from New York and London in the belief