As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

Google Contemplates HubSpot deal: A move that could redefine the martech sector, blending CRM prowess with advertising innovation.

Generative AI will “supercharge our creativity,” said VML chief innovation officer Brian Yamada. He believes the tech will improve marketers’ ability to tell stories, but it will also raise new privacy concerns.

With third-party cookies on the way out, access to customer data is more valuable to brands than ever. By leveraging loyalty programs, brands can collect first-party data, including customer demographics and shopping habits, in exchange for targeted offers or deals. But in order for brands to get access to customer data, they need to be sure their loyalty program resonates with their audience.

Uber, Lyft, and Instacart fine-tune their ad strategies: The platforms are leaning into personalization and experimenting with formats as they try to boost revenues without alienating users.

As third-party cookies become obsolete, email stands out as a reliable channel for advertisers to reach and engage customers. This preference, combined with email’s role in data-driven marketing and audience building, highlights its importance in the evolving advertising ecosystem.

In 2025, Google will begin gradually phasing out third-party cookies, with the goal to eradicate them by year’s end. To help our readers prepare, we answered the most common questions we receive on cookie deprecation and identity resolution.

Programmatic will account for more than 9 in 10 display ad dollars this year. How it fares as the last legacy identifiers die out will make or break the future of digital advertising.

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

Sam’s Club’s rich collection of first-party data provides advertisers with insight into members’ shopping and purchase behaviors. This near real-time visibility, powered by Sam’s Club Member Access Platform (MAP), allows advertisers to meaningfully engage members along their shopping journey with content and offers that align with their interests.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

Brands that engage in non-endemic advertising by purchasing ad inventory from a retailer that does not sell its goods or services are well positioned to take advantage of the partner platform’s first-party data, audience segmentation, and overall reach.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

Marketers, publishers, and media and tech companies have known for years that the third-party cookies and mobile IDs on which they built a thriving ad business would eventually disappear. What may have seemed like an abstraction in 2016 is now a looming reality: Google has said it will fully phase out Chrome cookies and potentially mobile IDs in late 2024. Google has repeatedly delayed this timeline, but even if the dates shift, it’s game time for the ad industry to accept and embrace the cookieless future.

US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023’s 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

The vast majority (96%) of Pinterest searches are unbranded, said Brittan Bushman, Pinterst’s director of strategy, during a session at Advertising Week New York 2023. This means that consumers turn to Pinterest to learn what kinds of products are out there, unlike traditional search engines like Google, where they go to refine their search for something they already know exists.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Kroger’s sales sag as grocery prices stabilize: That new state of play could drive the grocer to look to high-margin retail media to drive growth.

While the retail media opportunity is massive, it requires reaching consumers across a growing number of channels and adapting in real time. Google—which receives billions of searches daily—can help capture new demand, and turn that demand into purchases, by bringing in valuable first-party data to a brand’s retail media program.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers’ and retailers’ go-to-market strategies.