Advertisers will use real campaign data for the first time to test ISBA’s cross-media measurement tool Origin, while broadcasters continue to refuse to come on board.
The Very Group has launched a retail media proposition that claims to give brands the ability to turn “data into action”, according to the brand’s CCO Jessica Myers.
The three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Net 26% of marketers plan to cut ad spend on X in 2025, according to new Kantar data, which also finds consumer ad receptivity is on the up.
The advent of AI search is going to cause headaches for Google – and change the balance of power from performance marketing back to brand.
Finding the right balance between global consistency and local relevance – without wasting budget – is a challenge many brands are looking to overcome.
Global advertising spend is set to exceed $1trn (£820bn) this year for the first time.
There are huge benefits to B2B brands in understanding their buyer group, according to the second iteration of the LinkedIn B2B Institute and WARC’s customer promise research.
When Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
UK radio listeners are switching to commercial radio as 40.5 million adults over the age of 15 tuned into a commercial network each week this quarter, up from 39.1 million a year ago.
Rather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
For the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
AI customers can now deliver a 95% match to real survey results, which will ultimately feed a fully automated process of marketing strategy and execution.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Investment in martech is bouncing back after a period of cuts and uncertainty, with a clear focus on first-party data and advanced attribution, new research reveals.
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