Incrementality has always been the holy grail of retail media. But lately, it’s taken on greater importance as ad budgets are squeezed and retail media networks (RMNs) fight for their share of ad dollars.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

For years, delivering strong customer experience (CX) has been critical to an organization’s success—yet it’s still difficult to deliver on. Here’s how marketers need to think about CX success in 2021.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.

Despite industrywide calls to combat fraud, fake followers are still a top concern among influencer marketers.

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.

While disclosure continues to dominate the conversation around influencer marketing, data compliance laws are adding another layer of confusion—and cost—for those operating in this evolving market.

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

With investment in artificial intelligence poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.