B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.

TV ad measurement hits growing pains: WBD partner picks, YouTube spat signal future of measurement will look fractured for some time.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

IRI woos shopper marketers: Its new platform should give advertisers greater visibility into retailer and SKU-level results.

Connected TV (CTV)’s digital DNA and ability to target specific audiences has catapulted its popularity among advertisers. Learn why a wide variety of advertisers, including direct-to-consumer brands, are using CTV ads to reach streaming viewers and drive measurable results.

Paramount is playing catch-up when it comes to ad innovation: The media giant is exploring a number of initiatives to fuel its aggressive streaming goals.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Measurement looks to be more valuable than ever during an ad downturn: Ad tech firms with new solutions stand to benefit from the industry slump, and revenues are growing.

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.

NBCU announces Currency Council: The future of measurement is multicurrency—and the media giant continues to take a leadership role.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

Google loosens the reins on its clean room: Advertisers now have more freedom with how they can use Google’s first-party data for campaigns.

On today's episode, we discuss the addressable opportunity in the US, how big the connected TV market is, and how measurement, privacy, and fragmentation are disrupting progress in advanced TV. "In Other News," we talk about how TikTok is trying to usher in an age of machine learning advertising and how Google is trying to put Chrome users in control of their ad experience. Tune in to the discussion with our analyst Evelyn Mitchell.

Retail media is going to be digital advertising’s “third big wave,” following search and social as “must-haves” for marketers. But some marketers are struggling with how to implement and optimize, shared Nikhil Lai, senior analyst at Forrester, during an Advertising Week session on Tuesday.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.