Artificial Intelligence in Advertising (Performance Marketing Roundup April 2024)
Performance Marketing, Artificial Intelligence, Advertising, Creative Cara Verwholt Performance Marketing, Artificial Intelligence, Advertising, Creative Cara Verwholt

Artificial Intelligence in Advertising (Performance Marketing Roundup April 2024)

The rapid growth of generative AI has opened up new opportunities for brands in the areas of content creation, personalization and optimization. A few brands have recently made headlines regarding their use of AI in advertising, including Meta, Google and Dove.

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The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)
Performance Marketing, CTV/OTT Advertising, Marketing Measurement, Audience Targeting Cara Verwholt Performance Marketing, CTV/OTT Advertising, Marketing Measurement, Audience Targeting Cara Verwholt

The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)

OTT is expected to account for more than half of US video subscription revenues by 2025, when it will reach $72 billion. That growth is coupled with the rise of ads on streaming platforms, creating an interesting opportunity for marketers. Advertising on CTV devices and OTT platforms has particular advantages over traditional TV advertising, like advanced targeting, real-time analytics, and increased efficiency.

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Preparing for the End of Third-Party Cookies (Performance Marketing Roundup February 2024)
Performance Marketing, Marketing Measurement, Audience Targeting Cara Verwholt Performance Marketing, Marketing Measurement, Audience Targeting Cara Verwholt

Preparing for the End of Third-Party Cookies (Performance Marketing Roundup February 2024)

While cookie-related privacy laws like the EU’s General Data Protection Regulation have been in place for many years, Google’s move last month to start deprecating third-party cookies in Chrome signals the true end of the cookie era.

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Evolving Your Marketing Investment from Short-Term Demand Capture to Long-Term Brand Building
Brand Building, Marketing Budget, Performance Marketing Cara Verwholt Brand Building, Marketing Budget, Performance Marketing Cara Verwholt

Evolving Your Marketing Investment from Short-Term Demand Capture to Long-Term Brand Building

Being able to build and leverage a full funnel to acquire and retain customers is a marketer’s dream; however, measuring the impact of upper-funnel media on revenue is a common challenge–and this can make it difficult to secure upper-funnel budget. Let’s examine why it’s a very worthwhile exercise to pursue.

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