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In 2016, 73% of advertisers' total display budgets were spent on programmatic. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web.
But some advertisers are becoming more selective about where they'll target consumers using programmatic platforms.
From Brexit to the US presidential election, it would seem that we are living in one of the most politically-focused and politically-polarized times in recent memory.
Increasingly, the political discourse is finding its way into the brand world. Or, to be more accurate, brands are joining the political discourse.
Behind the scenes, artificial intelligence (AI) technology is increasingly present in sales and marketing software.
And many believe that it is not just going to have an impact but that it is going to dramatically reshape how sales and marketing function in the coming years.
Crowdfunding has fast become a popular way for entrepreneurs and cash-strapped startups to raise money, but increasingly crowdfunding platforms like Kickstarter are being used by big brands as marketing platforms.
Despite the fact that companies are spending tens of billions of dollars on loyalty programs every year in the US alone, a study conducted by Accenture suggests that consumers are increasingly impervious to the effects of these programs.
Don't look now: while PayPal continues to be the dominant online payments service, Amazon's Pay with Amazon is growing rapidly.
Virtual reality (VR) is all the rage, and even though the technology is relatively nascent, brands and marketers have been jumping on the bandwagon. Examples of experimentation abound, and expectations are high.
But are the expectations for VR's revolutionary potential too grandiose?
In an effort to increase paid subscriptions, the Wall Street Journal (WSJ) last year began experimenting with changes to the mechanics of its paywall.
As part of its experimentation, the WSJ began limiting access to its content through Google's First Click Free program.
Programmatic continues to take over the digital advertising world, fueled in large part by advertisers who are enticed by the advantages programmatic offers, such as the ability to target audiences at scale.
But what about publishers? How do they feel about programmatic?
After years of being absent from the market for Google Product Listing Ads (PLAs), it appears that online retail's 800-pound gorilla is finally getting into the game.
This could have a big impact on other retailers using PLAs to market their wares to consumers.
Consumers increasingly desire experiences over things, but companies that sell physical products aren't out of luck. In fact, many are capitalizing on consumers' taste for experiences to make their products more appealing and bolster their brands.
Take, for example, Leica, the German manufacturer of high-end cameras. It's getting into the travel business to engage photography enthusiasts.
Last week, new US President Donald Trump signed a directive asking his Treasury secretary to review The Dodd–Frank Wall Street Reform and Consumer Protection Act.
Dodd-Frank was signed into law in 2010 by former President Barack Obama and was aimed at preventing another financial crisis like the one that struck the US banking system in 2008.