AI is rapidly becoming foundational to marketing strategy, with 63% of teams now using it for planning—up from 28% in 2023, per Boathouse. Customer service and analytics have seen similarly sharp increases, supported by rising investments in CRM systems, CDPs, and automation tools, according to Twilio. As AI’s footprint grows, marketers are reallocating spend toward digital formats like social, CTV, and video, where AI can optimize targeting and performance. This trend reflects a broader shift: the most successful marketers are embedding AI into the fabric of their decision-making, not treating it as a plug-in. The gap is widening fast.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Marketing and IT executives in Canada confirm that spending on marketing technology has increased dramatically, raising opportunities and concerns.

With spend on marketing technology increasing, many marketers are investing more dollars into data management products.

Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.

Campaign data can be reused to target ads, but its usefulness doesn't last too long.

CDPs are the hot thing in marketing tech, even though their main features have existed for several years.

Ad buyers look for reach when striking deals with vendors—ahead of targeting capabilities and reporting features—according to a recent survey by Advertiser Perceptions.

This report includes a breakdown of all the different types of data B2B brands can capture on their audience. It will also cover best practices on how to source this data and the best ways to manage and integrate it for actionable insights.