Snap’s attention metric shows the measurement maturing: The platform aims to capitalize on advertiser demand for new ad effectiveness signals.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

“There are lots of shiny new pennies in marketing, so it's very easy to get distracted,” said Nicklaus Hasselberg, VP of growth marketing and ecommerce at Every Man Jack, at The Lead Summit in New York City last week. “It’s about ‘What do we reasonably believe will have the biggest impact on our business?' And let’s do it as well as we can."

Measurement should do more than recap results—it should help guide your next move. By aligning metrics with true campaign goals, marketers can turn insights into smarter decisions and create space for long-term growth.

Spotify’s play counts and YouTube’s two-person plan signal a fierce fight for viewers in the podcast space’s visual future.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it’ll need more than good vibes to scale

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

In January, our EMARKETER Daily newsletter team made some advertising and marketing predictions for 2024 on everything from AI to attention metrics.

Marketers face major barriers in measuring campaign success. Privacy regulations are mounting, Google has given consumers the choice to opt out of third-party cookies, and an expanding array of digital channels make tracking the customer journey difficult.

Capturing 88% of search traffic and 65.8% of browser use, Google shapes digital activity, though rising AI competitors and regulatory risks may challenge its supremacy.

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

Reach is the most popular metric for measuring the success of influencer marketing programs among US enterprise marketers, per a Linqia study.

Attention metrics are gaining popularity as marketers seek ways to diversify their data and measurement strategies.

B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

The retail media landscape is vast—and growing. Brands can’t work with every retail media network (RMN), but they should find the right ones for their objectives. That starts with asking the right questions.

As brands look for innovative ways to keep customers engaged with their loyalty programs, they are shifting their focus from just offering incentives and rewards to generating real relationships with customers based on what they actually want and need, said a speaker during a recent Tech Talk Webinar. Here are three ways that brands can put the customers at the heart of their loyalty program in order to create long-lasting connections.

With attention metrics, advertisers can measure how long a person views an ad, what actions they took during that period of time, and how they felt or thought about it both while it was happening and after. To collect and measure consumer attention, marketers can use biometric data, attention-based data signals like dwell time or scroll speed, and cognitive or emotional feedback.

On today's podcast episode, we discuss when attention metrics might dethrone viewability, why advertisers are tentative about them, and why using attention as a currency is TBD. "In Other News," we talk about Google limiting impressions from "unproven" advertisers and the battle between advertising groups and the "Delete Bill," a California bill that would allow consumers to request advertisers delete their personal information. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Michaels and Shutterstock are navigating growth through a blend of creative initiatives and hard metrics. Michaels is focused on enhancing its customer experience and its new online marketplace. Shutterstock is leaning into SEO, automated dashboards, social listening, and collaboration.