B2B Marketing Trends to Watch for 2024.
Generative AI disrupted the marketing industry this year. For B2B marketers, it impacted content creation, data management, campaign workflows, and more. But in 2024, will the at-times contentious hype for generative AI be over?
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Predictions for Marketing Performance in 2024
As we turn the page on 2023 and look ahead to 2024, it’s more important than ever for marketers to understand which audiences and channels are truly moving the needle for their brands.
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B2B Marketing Trends to Watch for 2024
Generative AI disrupted the marketing industry this year. For B2B marketers, it impacted content creation, data management, campaign workflows, and more. But in 2024, will the at-times contentious hype for generative AI be over?
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Examining the Trends That Will Define Retail in 2024
In a changing retail landscape marked by shifts like increased foot traffic in open-air centers and the strategic integration of amenities in retail spaces, staying ahead requires knowing the trends.
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Programmatic Ad Trends to Watch for 2024
In 2024, third-party cookies in Google Chrome will finally, at long last, deprecate. As a result, the programmatic ad market will head toward unprecedented change.
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New Year, New Privacy Paradigm for Mobile App Performance Marketing
Nearly three years in, the mobile app ecosystem continues to face strong aftershocks from Apple’s AppTrackingTransparency (ATT). In 2024, Apple and Google are poised to shake things up even further.
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Your Guide to High-Performing B2B CTV Ads That Don’t Suck
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Your Retail Media Rocket Is in Orbit. Now What?
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Superstore and Grocery Leaders Transforming Retail Media
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How Top-Performing Retail Media Networks Can Drive Growth in a Competitive Market
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The Behind the Numbers daily podcast helps listeners make sense of the ever-changing worlds of digital media, commerce, advertising, and technology
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The Reimagining Retail podcast delves into retail’s convergence with every part of our lives and across the digital media ecosystem.
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The Banking & Payments Show podcast covers the landscape of digital banking, cryptocurrency, fintech, payments, insurance, and more.
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Our analyst and sponsored content webinars allow you to hear directly from industry experts and our research team as they discuss the most pertinent digital topics affecting your business. These live video webinars leverage a powerful thought-leadership approach, walk through our most robust research reports, and give you a direct line to the playmakers in your industry.
Tech Trends to Watch for 2024
Generative AI dominated headlines in 2023, but its impact on advertising may be felt more deeply in 2024. Meanwhile, connected cars and immersive media—in part aided by other forms of AI—will continue to make big strides in the year ahead.
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Advertising Trends to Watch for 2024
Ad spending growth is tapering, but major changes are coming to the market in the new year, including the deprecation of third-party identifiers, a new era in TV ad measurement, and the growing use of AI in advertising.
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Identity Resolution: The Future Is (Almost) Here
After pushing out its deadline, Google is expected to fully phase out Chrome cookies and potentially mobile IDs in late 2024. Soon, the digital ad industry will face a future without the identifiers that powered its early growth.
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B2B Marketing Attribution: How to Finally Get It Right
Maximizing ROI and revenues hinges on the precision of B2B marketing attribution—a feat many have found challenging. But with new techniques and cutting-edge automated tools, the path to effective attribution is clear.
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Retail Media Ad Spending: What’s Needed to Reach the Ad Channel’s Maximum Potential?
Retail media is entrenched in digital advertising, but to reach its maximum potential, there are still hurdles to overcome. Advertisers are frustrated by the channel’s complexities, murky measurement, and a lack of standardization.
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Digital Video Forecasts and Trends: Streaming Price Hikes, Hollywood Strikes, and More
Ad-free options for streaming viewers are more expensive. Over the last several months, Netflix, Disney+, and others have been busy raising their subscription prices, swaying more subscribers to move to ad-supported viewing options.
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Behind the Scenes: How We Built a Webinar Using ChatGPT
Two-thirds (66%) of marketers using generative AI reported a positive return on investment, according to a May survey from Botco.ai. Have you harnessed the potential of AI for your webinars?
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What This Year’s Stats Tell Us About 2024’s Trends
US TV advertising is predicted to decline 8% in 2023, as connected TV (CTV) spending soars to almost nine times its 2017 value. In fact, we anticipate steady growth until 2027. So here’s the big question: Are you positioned to cash in on 2024’s TV shift?
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The ROI of AI: Using Data-Powered AI to Accelerate Competitive Advantage
Nearly 90% of organizations have incorporated AI into their operations, according to a recent Twilio Segment study. However, it’s essential to scrutinize whether these AI investments are paying off, and whether existing consumer data could unlock additional value in your AI strategy.
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Trends and Predictions for 2024
The data is in! Learn the marketing, media, and customer strategies that will serve up big wins in the new year.
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Best Practices at Each Stage of a Customer Data Platform
Customer data platform (CDP) best practices encompass building teams, plans, and artifacts for your CDP success at every stage of your CDP journey: CDP selection, implementation, initial use cases, and ongoing expansion.
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The Social Commerce Opportunity
Dismiss social commerce at your own risk. Despite backtracking by Meta on its commerce initiatives and early struggles with TikTok Shop, sales are quickly approaching $100 billion in the US. Social platforms continue to capture an increasing share of total retail ecommerce sales.
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The Marketer’s Dilemma: Navigating the Shifting Landscape of Brand and Demand
Striking the right balance between brand-building and demand generation is difficult. Customers are harder to reach and engage with, and access to consumer insights and stronger personalization tools doesn’t always mean your demand gen will resonate.
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Master the Holidays with Winning Performance Marketing Strategies
The holidays present a heightened challenge for marketers and advertisers: increased competition, greater consumer expectations, and the pressure to end the sales year on a high note.
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2023 Holiday Shopping Trends: How Prime Big Deal Days, Retail Media, and TikTok Are Shaking Up the Season’s Marketing
We predict total US holiday retail sales will reach $1.317 trillion this year, up 4.5% from $1.260 trillion in 2022. This year’s holiday sales growth, however, may be a result of rising prices caused by inflation rather than increased consumer spending. Consumers have money to spend thanks to a strong labor market, but higher costs and eroding savings will factor into their holiday shopping lists.
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This Holiday, It’s Personal: 6 Insights That Can Save Time and Maximize Revenue
Two-thirds of marketers estimate that the holiday season drives between 21% and 40% of their company’s annual revenues, according to Edelman Data and Intelligence. That means a lot of businesses are racing to achieve the same goals at the same time.
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Direct Marketing Cost Optimization to Save Your Budget
Smart marketers know the importance of direct mail, but shifting headwinds are putting pressure on them—and their plans. Direct-mail costs are higher than ever, with postage jumping 15% and production up 10%. At the same time, more than 70% of marketers are being asked to tighten their marketing budgets across the board.
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The Impact of Generative AI in Marketing: A Panel Discussion
Generative AI adoption exploded earlier this year. Marketers have been eager to test and learn tools—like ChatGPT and DALL-E 2—and poke holes in the technology’s accuracy and ethics.
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Data Clean Rooms: A Step Change in the World of Measurement
For too long, the advertising industry has relied on complex models that require vast amounts of sensitive customer data to be consolidated and commingled by a third party to perform measurement calculations. The process is slow, costly, and unsafe.
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Are You Truly Customer-Obsessed? Build and Measure a Value-Driven Loyalty Program
Today’s customers expect real value when interacting with brands, like gift cards and experiential rewards. In turn, brands expect their loyalty programs to provide real, measurable results.
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Ad Measurement Trends: How Digitization and Privacy Are Driving Innovation
As digital advertising evolves, so too does measurement. Third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy, old channels are being digitized, and new channels are maturing.
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Game On: Exploring the Next Frontier of Audiences and Advertising
Gaming is one of the largest and fastest-growing entertainment channels in the world. More than 3 billion people worldwide will spend an average of 8.9 hours a week playing video games on computers, consoles, and mobile devices this year, according to Newzoo and YouGov.
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The 3 A's of Advertising: Addressability, Attention Metrics, and AI
Connecting brands with consumers is getting a lot more complicated thanks to the imminent demise of third-party cookies and the ongoing deprecation of mobile ad IDs. When all is said and done, InMobi estimates only 8% to 14% of all mobile phones will transmit consented cross-app identifiers.
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Listen Up! A Primer on Today’s Digital Audio Ecosystem
US digital audio listeners will be among the most committed users across media, at 2 hours, 20 minutes (2:20) per day this year, according to our forecast. More interestingly, digital audio will claim far more time per day from listeners than YouTube video (0:49), Netflix (1:00), or Hulu (0:53) will from their users.
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Connected TV Advertising: Making Sense of a Shifting Landscape
Roku, YouTube, and Hulu have been in command of connected TV (CTV) ad dollars for some time. But the field is widening. Soon, there will be a handful of other annual billion-dollar ad businesses to consider.
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Generative AI: Understanding the Value Across Business Functions
Generative AI is a transformative technology. But so far, more than 4 in 10 generative AI pilot programs launched by companies fail, according to LXT. The problem is the significant gap between how businesses and consumers who use the technology perceive it, and how those that don’t use the tech look at it.
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How to Crush the 2023 Holiday Season With Shopping Ads
The holiday season will be here before you know it. Soon, consumers will be bombarded with brands vying for their attention, and only the advertisers who get ahead of the trends will be able to successfully claim their share of revenues within the $1.328 billion in total US retail holiday sales this year, according to our forecast.
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Helping Drive Greater Loyalty and Growth: Activate Personalization at Scale and Data Monetization
Now more than ever, consumers are willing to take their wallets elsewhere if their expectations aren’t met. In fact, according to a 2022 survey by PwC, 26% of US consumers stopped using or buying from a brand in the past year, and bad experiences were the overwhelming reasons why.
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Treating Direct Mail Like Email
Nearly two-thirds (65%) of US marketers integrate their direct mail strategy with email marketing tactics, according to a recent Quad survey. Marketers love email because it’s easy to test, tailor, and measure. But with the right strategy, your direct mail program can be just as addressable, accountable, and personalized.
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Embracing Change: Making the Case for Companywide Digital Transformation
Many people don’t like change. Rolling out new technologies and processes to your team and across your organization can often be met with eye rolls and resistance, even when changes are essential to keeping a competitive edge.
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Retail Media Measurement: Closing the Loop Across Media Formats and Sales Channels
Closed-loop measurement will power the US retail media market to an estimated $45 billion this year. But with retail media now evolving up the funnel—into display, video, and connected TV—and into the physical store, measurement is growing more complex.
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Unlock the Full Potential of Your Customer Data With AI
AI is enabling brands to deliver the personalized experiences that consumers have come to expect. But without reliable data, that opportunity to tailor messaging and drive meaningful engagement is lost. Effective targeted experiences start with accurate audience profiles, segmented information, and real-time updates—which is where customer data platforms (CDPs) come in.
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Understanding the New Buyer Journey
B2B marketers are meeting new, digitally native customers where they are by beginning the buying journey online, creating consumer-like experiences that extend into social, and more. But internally, marketing and sales are not quite synced up.
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Beyond the Hype: Realistic Insights on Generative AI in Content Marketing
Generative AI (genAI) could change content marketing forever. But tools like ChatGPT, DALL-E 2, and others are not a replacement for a human touch. They can present risks to your creative asset development, including inaccuracies, copyright infringement, and even plagiarism.
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Linear TV’s Pains Are Connected TV’s Gains: Cash in on the Ad Spend Shift
The appeal of connected TV (CTV) is its adaptability, particularly when advertisers are navigating the digital-first world. In fact, marketers are all in on growing audience reach and relevance while leaving behind the constraints of conventional TV advertising.
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The Best-Kept Secrets to Making Exceptional Marketing Video
The ability to make, repurpose, and measure video can help marketers hit performance goals and stay within budget. In fact, 76% of marketing leaders agree that video helps them reach goals more effectively than other types of media, according to Vimeo’s Video Marketing Handbook 2023.
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Personalization and Identity: Identifying and Understanding Your Real Customer
Customer identity and access management (CIAM) can help marketers address third-party cookie loss by unlocking consent forward personalization. CIAM plays a central role in the conversion funnel by providing a source of truth for insights like how, where, and when customers are signing up, signing in, and engaging with digital services.
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The Power of Generative AI in the Buyer’s Journey
Generative AI (GenAI) is revolutionizing the way brands engage with their customers. With an astonishing 58% of marketers reporting improved performance after using GenAI for content creation, according to Botco.ai, this emerging—and powerful—tool has us confronting the conventional ways we’ve been approaching the customer life cycle.
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High Click-Through Rates But Low Sales? You Could be Prioritizing the Wrong Factors
Consumers may click on your engaging, well-crafted ad, but that doesn’t necessarily mean they will buy your product or service. For marketers, that means high clickthrough rates but low conversions. To get the full picture of their ad’s impact, marketers must weld two parts of the funnel that are often separate—ad engagement and website conversion—instead of stopping at ad click measurement.
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Product Update - Learn How to Leverage Our Latest Features and Research
In the face of ongoing digital disruption, businesses are taking steps to survive and thrive in an uncertain digital landscape. With this in mind, we’ve made some invaluable innovations across our own platform and products to help you anticipate and adapt to digital market trends.
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Retail Media: Essentials for Making the Most of This Booming Channel
We’re all witnessing the unprecedented growth of retail media advertising. This high-impact ad format has skyrocketed from $1 billion in 2016 to a staggering $45 billion this year. It’s time to take a serious look at retail media and consider how it can deliver more sales for your brand, whether you’re just getting started or need a reset to your strategy.
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Revolutionizing Your Measurement Strategy
As the industry shifts away from cookie-based activation, around half of US marketers say they are happy with campaign measurement across media types, according to Advertiser Perceptions research.
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Designing the Future of Enterprise Customer Data Strategy
The data strategies of the future are being shaped by new privacy laws, consumer sentiment on consent, and monetization. To stay ahead and privacy-compliant, organizations are adapting technologies like customer data platforms (CDP) in order to embrace first-party data trends.
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Attention! Streaming and the New Digital Ad Economy
The duopoly is disrupted. Connected TV (CTV) and streaming are going all-in on digital advertising. Retail media networks, led by Amazon, offer full-funnel ad platforms powered by valuable first-party data. Apple is assembling a new advertising powerhouse and TikTok has captured the attention of Gen Z. Gain insights from our analysts and industry marketing leaders as they explore trends and tactics marketers can use to win in the new, distributed digital media landscape.
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Understanding Identity Today: Turning a Consumer Data Strategy Into a Growth Strategy
At a time when Americans feel their income isn’t keeping up with inflation and consumer behavior is shifting rapidly, marketers must dig into identity and take a fresh look at how they interact, network, and work in step with consumers.
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Retail Media by the Numbers: An Analysis of Our Latest Ad Spend Forecast
Retail media is dominated by on-site search advertising—much of it purchased on Amazon—but as the $45 billion ad environment expands to include new networks, advertisers are thinking differently about where they spend.
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Understanding Evolving CPG Buying Habits
There are more points of discovery for consumer packaged goods (CPG) than ever before, especially through influencers on TikTok. In fact, at least 59% of consumers recall purchasing a beauty, food and beverage, or over-the-counter health product in the last year after seeing it promoted by an influencer
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3 Steps to Unlock Your Customer Data and Drive Revenue
As consumer expectations for digital experiences soar, businesses are under a lot of pressure to deliver real-time personalization. In fact, 66% of consumers will abandon a brand if their experience isn’t personalized, according to Twilio’s 2023 “State of Customer Engagement” report.
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The Future Applications of GPT-4 in Ecommerce
From search and item descriptions to personal shopping assistants that understand consumers’ individual needs and preferences, generative AI is set to revolutionize the nearly $6 trillion global ecommerce sector, according to our forecast.
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US Digital Ad Spend Outlook
Digital ad spending in the US is facing its slowest growth rate in over a decade, but there will still be almost $20 billion more spent this year than in 2022. However, most of the new money is going somewhere other than where it would have gone just a few years ago.
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Recharting the Digital Customer Journey
Planning, running, and measuring an ad campaign today can be messy. Media buyers and planners are challenged with an ever-complicated array of channels, formats, and targeting strategies to consider for their media mix.
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Rethinking Mobile Engagement for Brands and Agencies
US adults spend a lot of time on mobile—about 4 hours, 33 minutes every day, according to eMarketer’s forecast. With the amount of time spent on mobile rising, marketers need to rethink how they engage with consumers.
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The Data Tipping Point: A Panel Discussion
Marketers are facing a crucial moment in the evolution of their data strategies. Now that old audience targeting methods are going away, it’s time to embrace the rich and evolving ecosystem of identifiers, data sources, and targeting approaches to help you stay connected to your customers.
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How to Engage Gen Z With Owned Digital Channels
Marketers are desperate to get in front of Gen Z. Understanding the needs, values, and habits of this generation can help make your campaigns—across any vertical—grab their attention.
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ChatGPT and Generative AI Panel: Balancing Efficiency and Credibility
Discover the transformative potential of ChatGPT and Generative AI at the upcoming Insider Intelligence webinar. As these innovative tools continue to reshape industries, stay ahead of the curve by joining our expert panel.
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How to Supercharge Performance Marketing Results
Marketers must think outside the box to stand out during tough times. The significant drop in Facebook and Instagram conversion rates, loss of third-party cookies, and increase in paid media spend required to match the previous year’s performance have forced marketing teams to find new ways to drive performance.
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The 5 Requirements for a Cutting-Edge Digital Asset Management System
Are you bogged down with manual workflows and inefficient processes? Do you need to do more with less? Regardless of whether you’re a startup, medium-sized business, or giant global brand, there’s a good chance that your teams are overwhelmed by the pressure to meet the demands of creating new and personalized content.
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Enhancing the Customer Experience Through Open Finance
Eighty-percent of US and UK consumers now rely on digital tools to manage their finances, according to a 2022 Harris Poll survey commissioned by Plaid. On top of that, consumers care more about control and connectivity in the applications they use while expecting convenient and personalized customer experiences.
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Identity Resolution: It’s Time to Get Serious About Your Post-Cookie Strategy
Marketers and publishers want better audience targeting and measurement, but they must be patient. Grappling with the changes to the privacy landscape, taking up ad formats powered by first-party data, and rolling with the wobbly economy will be a gradual process. The key will be lots of experimentation.
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Why Programmatic Spending Shows No Signs of Slowing Down
Theflexibility of programmatic advertising is its selling point, especially when advertisers are up against an unpredictable economy. In fact, programmatic display ad spending is on track to grow by 17% in the US, according to our forecast.
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The Power of Shared Audiences: Leveraging Life Cycle Data to Power Paid Media
Marketers in paid media struggle when they can’t access the customer data they need. Oftentimes, that data exists within the organization, but is siloed across departments or disconnected platforms.
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Unleash the $45 Billion Retail Media Potential With Clean Rooms
Forecast to be a $45 billion opportunity this year, retail media is an advertising juggernaut that shows no signs of slowing down, according to eMarketer.
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Payments Trends to Watch for 2023
Payments incumbents must brace for a turbulent 2023 as they meet credit card regulators, new payment methods, and Gen Z head-on.
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A Bright Future Beyond DMPs: How HP’s First-Party Data Is Driving Customer Acquisition
It’s the last call for marketing strategies powered by shifty identifiers and shady cookies lurking inside consumer devices and applications. Thankfully, panic over the cookieless future is slowly giving way to optimism as leading brands rethink the way they can gain new customers. Some of these approaches include embracing owned, first-party data and extending addressability through privacy-compliant, transparent data marketplaces.
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Attention! Seizing the Retail Media Opportunity
Gain insights from our analysts and industry marketing leaders as they explore trends in connected TV (CTV) advertising, social advertising and commerce, first-party data, and more. This half-day summit will lead with a special focus on how the explosion of retail media is affecting those channels.
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Boost Campaign Performance and Customer Lifetime Value With Predictive AI
Understanding how an ad campaign performs is crucial. Yet for 83% of marketers, showing ROI is a challenge, according to Pecan AI’s “State of Predictive Analytics in Marketing 2022” report.
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Personalization at Scale: Discover What’s Needed for CX Excellence
About 73% of consumers and 87% of B2B customers expect personalized experiences, both before and after purchase, according to a Forrester survey commissioned by Adobe.
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The Data That Proves the Need for a Relationship Marketing Strategy
Companies that treat customers like individuals build brand loyalty. But if you aren’t personalizing your messages, you run the risk of harming customer relationships.
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Marketing Automation: The Secret to Marketing Success and B2B Growth
Marketers, demand generation specialists, and operational leaders all rely on marketing automation to do their jobs. And almost all (98%) marketers say that automation is very or extremely important to success, according to Adobe’s September 2022 “State of Marketing Automation” report.
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Uncover the Latest Digital Advertising Trends for 2023
Advertisers face a critical challenge when it comes to planning and generating effective campaigns. Over a third (38%) of marketers surveyed for Smartly.io’s annual digital advertising trends report claim that finding time to think creatively and discover new ideas is difficult.
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Boring2Boring: Where Brands Go Wrong With B2B Video Marketing
Video helps B2B marketers achieve three main goals: collect leads, book demos, and outshine their competition. Ninety percent of marketers say video has helped them generate leads, and 87% say it’s led to increased sales. Yet, outdated creative strategies can make it impossible to stand out.
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2023 Martech Strategies: Turning Trends Into Actions
Brands understand they need to be more efficient with their budgets and technology stack. But despite tight constraints, customers still expect hyper-personalized experiences, forcing marketers to be more innovative and demanding with data quality.
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Making the Most of Your Digital Ad Budget With Contextual Advertising and Audience Insights
If you’re confident in your data quality, then changes to user privacy and targeting may not seem as daunting. You’re still able to harness the data you need to maximize your ad reach.
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Brick-and-Mortar’s Big Break? Examining the Role It Will Play in Marketing and Advertising in 2023
Retail media networks, the untapped potential in major sponsorships, and location analytics are just a few factors driving value for brands and retailers in 2023. In this webinar, Placer.ai will analyze how these trends are evolving, who is benefiting the most from these shifts, and why brands are bringing more advertising and marketing attention to brick-and-mortar channels using location analytics.
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6 Trends to Drive Efficient Growth in 2023
Although 87% of marketers surveyed for Salesforce’s latest “State of Marketing” report say their work provides greater value now than it did a year ago, the current economy has teams examining their budgets and fine-tuning their tech stacks.
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Making Video Ads Dynamic in 2023: How to Engage OTT and CTV Viewers With Timely Offers
With the rapid adoption of OTT comes an avalanche of automation improvements in the full span of the “TV” advertising marketplace. Sharing many of the benefits of their dynamic display ad siblings, dynamic video ads offer solutions to long-standing challenges in the video medium of advertising.
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The (Real) Ring of Power
Connected TV (CTV) has transformed TV into a performance marketing powerhouse. But CTV isn’t just changing the medium: It’s boosting results across the advertising board.
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Search and Display Strategies to Jump-Start Your 2023 Sales
Digital ad spending will take a $5 billion hit this year, according to eMarketer forecasts. Apple’s privacy changes, Google’s deprecation of third-party cookies, and stricter regulations share some of the blame. But search and display advertising on Amazon can expose your brand to a huge audience while taking a smaller slice of your team’s budget.
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How Atlassian’s CDP Strategy Drives Customer Acquisition and Retention
As brands modernize customer experiences, more marketing teams are adopting customer data platforms (CDPs). But more than one-third of deployed CDPs deliver little or no value, according to the CDP Institute’s 2022 member survey.
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