Advertising & Marketing


In large organizations, departments are often not designed or encouraged to work together. And the only way to fix this is with the support of top-level management.

What happens when you add the letter 'E' to 5G, as AT&T is planning to do by changing the LTE symbol to 5GE?

Worldwide, 76% of female and 88% of male marketers believe they avoid gender stereotypes when creating advertisements, according to “Getting Media Right 2018,” a global survey from Kantar.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Big news means bigger earnings for Twitter—and their Q4 2018 revenues, which beat expectations, proves that the company was able to leverage its real-time conversation appeal to bolster video ad sales during the big news events of the past year.

Training an artificial intelligence (AI) algorithm requires data—lots of data. But staying GDPR-compliant while acquiring that data can be almost impossible.

This year will mark a major milestone in the world of advertising. For the first time, digital ad spending in the US will exceed traditional ad spending, according to eMarketer’s latest forecast. By 2023, digital will surpass two-thirds of total media spending.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

That’s the date the International Bureau of Weights and Measures has designated as the transition to a new definition of the kilogram. What does the kilogram have to do with TV ad measurement? It illustrates the need to update old standards to reflect new technologies and user behaviors.

In the latest episode of "Behind the Numbers," we're talking about ad viewability with Andy Evans, CMO of Sovrn. In an interview with principal analyst Lauren Fisher, Evans discusses the intricacies of viewability and offers some surprising data about which ads actually engage users’ attention.

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.

In the latest episode of "Behind the Numbers," we look at the state of augmented reality today and what the future may hold. Will AR largely be a smartphone function, or will other devices come into play?

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

Revamping a century-old business magazine is like changing car tires at 100 mph, according to Salah Zalatimo, chief digital officer at Forbes. Like a Nascar pit crew, the team responsible for transforming a company like Forbes has to work quickly and precisely.

In today's episode of "Behind the Numbers," we're talking about out-stream video ads that might not get viewed. How concerned should advertisers be?

Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

Technology is the means to transformation, not an end in itself. Rigid internal structures impede many organizations' digital transformation efforts.

Netflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming space?

One of the biggest trends in advertising this year will be consumer privacy and security concerns, which has forced marketers to get their data houses in order.