When it launched its 'Real Beauty' campaign in 2004, Dove chose to feature real women of diverse shapes, sizes, and ethnicities rather than traditional models. When the video of this project was ...

Marketers have developed some bad habits in the past 30 years. We used to live by metrics like awareness, intent and recall; they were difficult to measure but told us a lot. With the internet, it's ...

As seasonal marketing budgets climb, the industry reassesses campaign effectiveness, attribution models and the growing role of verification in digital advertising ...

When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

The rise of retail media advertising networks in 2022 has led to numerous retailers launching ad businesses to seize the opportunities presented by changing revenue budgets. However, with an uncertain ...

CMO and Founder of Bango. Fighting to build a strong connection between marketing dollars spent and revenue generated by businesses. Digital technology was supposed to benefit marketers. We expected ...

As someone who has spent decades in the digital marketing industry, I’ve witnessed the evolution of marketing tactics and the shift from traditional advertising to an interconnected digital ecosystem.

Marketing analytics revolves around data – data related to consumer behavior, competitive context, channel performance, campaign outcomes, and market trends. Measurement in marketing, on the other ...

Digital marketers always have an eye on metrics—to improve campaign performance and ensure success. And if you're like most B2B marketers, you're taking an especially close look at your LinkedIn Ads ...

Mantis, a leading provider of contextual advertising solutions with built-in brand safety and suitability, announced the launch of Mantis Attention, powered by Adnami. Adnami is a leading ad tech ...

Dispersing an ad campaign of four million impressions from one site to four sites will increase the number of visitors reached by 36 percent to 67 percent, says a new report by Media Metrix to be ...

Analytics leader Ace Metrix is introducing the Emotional Sentiment Index (ESI), a new metric for determining the level of emotional engagement that consumers have with ads. The index does not judge an ...