Social media is expected to account for one-fifth of global ad spend in 2024, rivaling TV and other digital investments in a brand’s media mix. However, the siloed social landscape makes it difficult to draw conclusions about campaign effectiveness for media spend optimization.

Beyond just content generation lies a host of possibilities for Gen AI in addressing marketing challenges. As businesses increasingly leverage generative AI, its potential to support marketers with data discovery, curation, and quality has started to become more apparent.

Comscore's programmatic ad targeting division Proximic has partnered with advertising and martech group Epsilon, providing contextual classification of sites to help the latter's clients monitor issues like brand suitability and inventory quality.

Navigating the ever-evolving media landscape requires more than just a good hunch, media kits, engagement, and demographic data; it demands concrete data about consumers’ media consumption and preferences. So, how do marketers access this crucial data?

In the fast-paced realm of digital advertising where trends shift like sand dunes, media agencies stand at the forefront of innovation. As custodians of brands’ advertising strategies, they are tasked with navigating the ever-changing landscape to deliver maximum impact.

Former Dynata Chief Gary Laben has joined retail and consumer goods analytics and inventory optimisation firm Trax, as CEO.

This week, Barcelona hosted the Mobile World Congress (MWC), the premier event for the mobile technology ecosystem.

In the future, Mimi Turner, Head of EMEA and LatAm at the B2B institute at LinkedIn, predicts the fundamentals of marketing will look quite similar.

Interpublic Group (NYSE: IPG) announced a global partnership with Adobe to power content creation and activation across the company’s operations.

IPG Mediabrands' Kinesso unit is rolling out a new process to help clients assess -- and ideally mitigate -- potential risks from substantive technological shifts.

London-based analytics / business intelligence start-up Fluent has secured $7.5m in seed funding for its mission to democratize insights using conversational AI.

In London, Verve has announced the promotion of its former Joint Head of Insight Richard Preedy to the newly created role of Executive Director and Head of Artificial Intelligence.

Phil Sumner, SVP Global Data, Audiences & Technology Solutions Director at Publicis Groupe, has tracked the evolution of advertising metrics throughout his career.

Becoming a data-driven organization starts by ensuring there's a centralized, standardized, and high-quality source of business data. But having good data isn't enough on its own.

Customer journeys are personal journeys. We experience the world through the lens of our subjective beliefs and attitudes.

Generative AI has become a prominent topic of discussion across every department in businesses around the world.

March Madness now rivals the Big Game as one of the most watched sporting events in the US. Unique in its ability to grip consumers’ attention for several weeks at a time, the tournament is about far more than just basketball.

B2B ad spending has bounced back strong since the pandemic, hitting $14.32 billion in 2022. Notably, eMarketer expects digital ads to account for nearly 50 percent of all B2B ad spending by 2024.

In the modern marketing landscape, making fast and accurate decisions based on your data is more crucial than ever, helping to drive customer engagement and improve the return on investment of your marketing efforts.

Over the last few years, the digital marketing industry has doubled-down on data-driven strategies to navigate away from early-era static ads and clunky online shopping experiences. Collectively, we’ve pushed to innovate based on rapidly evolving consumer preferences.