There can be no doubt that social media marketing is now an essential part of any successful marketing strategy. With over 2.3 billion people worldwide having social media accounts, it has become a primary venue for brands to connect with their audiences. What is more, social media provides businesses with an unprecedented opportunity to gather … Read more
Multi-touch attribution is a method of marketing measurement that allows marketers to see the value that each touchpoint has on driving a conversion. It takes into account all the touchpoints on the customer journey and designates a certain amount of credit to each channel. This method is important because it provides insights that can help … Read more
First party data is defined as data that your company has collected directly from your audience — made up of customers, site visitors, and social media followers. “First party” refers to the party that collected the data firsthand to use for re-targeting. In other words, first party data is firsthand data that can be used … Read more
I’ve been tracking down fraudsters for quite a bit, first for the US Secret Service, and then in the advertising industry in my publications. Nothing really irks me so much as fraud — especially when it’s played by some of the largest industry players in the land. The fraud not only makes our entire industry … Read more
In recent months, the metaverse has become an increasingly popular buzzword. Companies are building metaverse platforms and exploring unique ways of engaging consumers within these new digital landscapes. Influencer marketing likely will remain an important tactic to grow engagement within the metaverse. An important precursor to full immersion in this space is the gradual rise … Read more
Cord cutting has grown substantially since 2015. Currently, only 56% of Americans report watching TV through cable or satellite, down from 76% in 2015. However, 78% of consumers living in the United States have access to a subscription video service. Despite this major shift, OTT spending, meaning spending spent on streaming service advertisements, makes up … Read more
I spent part of the week speaking to experts in OTT advertising, and frankly I was amazed how much this has grown in the last two years. OTT advertising is an internet-based, non-skippable, immersive, video-on-demand content format that allows advertisers to engage with a unique audience that is committed to the content it is consuming. … Read more
Marketers are increasingly leveraging data intelligence and digital advertising technology to reach consumers across the shopping journey, according to a new report by Criteo and Forrester that calls this approach “commerce media.” Commerce media is a new digital advertising strategy that combines commerce data and artificial intelligence to reach consumers during their customer journey and boost sales, revenue, and … Read more
For most companies trying to make a living in today’s competitive business landscape, it can sometimes be frustrating to manage a robust marketing campaign. Growing one’s business seems straightforward on paper, but it is rarely a simple affair in execution. It doesn’t help that the many different marketing trends ebb and flow with the season, … Read more
The top-10 most credible ad firms accounted for 66.7% of ad traffic on fake news websites, and another 55.6%% ad traffic on low-quality websites.
