Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

WPP acquires InfoSum for AI-driven, privacy-first data tools: The move enhances WPP Open with secure clean room tech as marketers shift from ID to AI.

Spotify boosts global ad tools: New programmatic, targeting, and AI creative features position Spotify as a full-funnel solution for global marketers.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

Data fuels marketing, but it’s tough to track and even harder to make sense of. Businesses juggle measuring customer behavior, respecting privacy, and personalizing experiences—all while marketers try to prove their campaigns are worth the investment. Analytics and attribution tools help by showing what’s working, where to focus, and how to improve.

Google made its marketing mix model (MMM), Meridian, available to the public last week and launched a program of over 20 trained and certified measurement partners to help marketers use the tool.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal’s 400 million users aims to transform digital advertising for small and medium-sized businesses.

We spoke with four CMOs on their approaches to data management, communication, and fostering a culture of innovation to maximize marketing effectiveness.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to EMARKETER’s forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

AI-driven personalization is one of the top trends US digital retailers believe will impact their business this year. It’s tied with an increased focus on omnichannel tools like SMS, according to December 2023 data from Bolt.

Connected TV (CTV) advertising has evolved from a brand-new way to reach consumers into one of the fastest growing ad channels, but it hasn’t been without growing pains. Learn what CTV features marketers expect will improve in the next one to three years, according to new research from MNTN.

Now that Google has reaffirmed it will deprecate third-party cookies for all users in the third quarter of 2024, it’s clear that marketers need to get their post-cookie plans in place, including how and where identity solutions fit. But there are a few things to keep in mind while exploring identity resolution.

US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.

Here’s how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers—including Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart—according to the attributes they value most.

A lack of standardization across platforms was cited as US marketers’ No. 1 challenge with retail media networks (RMNs) as of last summer, according to the Association of National Advertisers.

Generative AI was the shiny new thing this year (despite having been around for quite a while). Curious consumers wrote poems with ChatGPT, created masterpieces with Midjourney, and browsed Google’s and Microsoft’s AI-chatbot search functionalities. As the hype clears, which generative AI applications will be most relevant for business? And how can marketers put those applications to use?

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy’s) to ride-sharing apps (Uber).

Affiliate marketing investment hit $9.1 billion in 2021, but the channel is not widely embraced or recognized for its value. In order to ease hesitations and increase the channel’s profile, a few things need to change.

Lowe’s teams up with Yahoo to enhance retail media network: The partnership lets advertisers run off-site omnichannel campaigns and improves measurement and attribution.