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Dynamic IPs and the Battle Against Ad Fraud
Leading Edge November 27, 2024Despite relentless efforts to combat ad fraud, bad actors continue to exploit vulnerabilities, resulting in billions of dollars in losses each year and eroding trust in the ad tech industry. Amid the many strategies for preventing ad fraud, one crucial aspect is often overlooked: the role of IP addresses.
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Getting The First-Party Data Engine Running: What Are Marketers Missing?
Leading Edge November 26, 2024First-party data is supposed to be revolutionizing marketing. Driven by high expectations of its role in an increasingly cookie-less world and reports showcasing promising scope for better efficiency, 82 percent of marketers have already started prioritizing first-party data to fuel greater customer value.
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Marketing-Influenced Revenue: Clarifying What Attribution Misses
Leading Edge November 25, 2024If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.
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To Grow Your Business, Become Culturally Resonant
Leading Edge November 22, 2024There is a big difference between being culturally relevant and culturally resonant. Cultural resonance surpasses the fleeting nature of cultural relevance and amplifies over time. It describes the relationship between brands and consumers as going beyond the transactional, to having a shared perspective of the world and an understanding of the true value the brand provides.
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Editor Highlights: Audio Ads, Phone Compliance, and Media Measurement
Pulse November 22, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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These Brands Show Support for Women and Take Steps Toward Change
Pulse November 21, 2024It has been proven that brands that approach societal issues through campaigns are more likely to connect with generation Z and millennial audiences, and therefore gain higher brand trust and favorability. A large area of focus within the current societal issues for brands is around women. Specifically, the prominent issues women face today, such as unrealistic beauty standards, inadequate emotional support, and outdated stereotypes.
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Coke's New Holiday Ads Are AI-Generated — Here's How They Performed
Leading Edge November 21, 2024It’s official: Coca-Cola is not always the real thing. The beverage brand recently got into hot water after remaking its classic festive ad campaign “Holidays Are Coming” using generative AI.
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These Brands Created Award-Winning Collaborations and Experiences
Pulse November 20, 2024Creating powerful memories can lead to increased loyalty and preference; people will remember how they felt when interacting with a brand or product, good or bad. The key is to harness experiences that foster positive emotions and/or connect people to a shared community. Below are campaigns that did just this.
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How MFA and AI-Generated Content Are Reshaping Brand Safety
Leading Edge November 19, 2024The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.
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The Rise of AI Search: What Brands Need to Know
Pulse November 19, 2024The marketing and advertising landscape is undergoing a seismic shift with the rapid rise of AI-powered search. Platforms like ChatGPT and Anthropic's Claude are quickly becoming the new front door for consumer product research and purchasing decisions, displacing traditional search engines like Google.
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5 Questions to Separate AI Fact from Fiction in Media
Leading Edge November 18, 2024In ad tech, we love our three-letter acronyms — you've got DSPs, SSPs, CDPs, and DMPs. We obsess over click-through rates (CTRs) and customer acquisition costs (CAC), and the three-letter list goes on. But as our attention spans shrink, our acronyms do, too. The most important ones for the future will have just two letters, and the most obvious one is AI (artificial intelligence).
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Forging a Creative Legacy Means Embracing the New
Leading Edge November 15, 2024Wouldn’t you rather be the creative, who makes a lasting impact on the industry, the client, and maybe even the zeitgeist beyond advertising, whose work is remembered and referenced 20 years from now?
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Will SearchGPT Milk Google’s Search Cash Cow?
Leading Edge November 14, 2024When ChatGPT was launched in November 2022, many felt that Google Search had finally met its match. However, in the first six months after the launch of ChatGPT, Google Search gained market share versus Bing, powered with AI from ChatGPT developer OpenAI.
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These Ads Are Successfully Marketing to Younger Generations
Pulse November 13, 2024From gen Alpha to millennials, brands often seek to appeal to younger generations as a way to drive brand loyalty and add value to meaningful conversations and experiences. Below are brands that did just this, ranging from Unilever to General Mills.
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The Real Cost of Playing It Safe: Why Brands Need to Support Quality Journalism
Leading Edge November 12, 2024I get it. We’ve all felt the impulse to turn off the news and disengage from its bad vibes. The divisiveness, the constant stream of conflict — it’s exhausting, and it’s no wonder so many people choose to tune it out — I share the same impulse.
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Interview with Expert Joanne Davis on Agency Relations
Pulse November 12, 2024Joanne Davis’ new book, How to Get Your Agency to Run Through Brick Walls—Without Paying More, book features a forward by Bob Liodice, relevant quotes from marketing and procurement leaders, a code word/phrase glossary, and checklists.
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Gaming Platforms: The Next Generation of Social Media
Leading Edge November 11, 2024The lines between gaming and social media are blurring. Platforms like Roblox and Fortnite, once solely associated with gaming, are rapidly evolving into immersive social hubs. As younger generations, particularly gen Z and gen Alpha, grow up immersed in these digital worlds, they're increasingly turning to them for social interaction and self-expression.
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How Can Marketers Create Social Change? Look to Movements
Leading Edge November 8, 2024Revolutions are seen as a Big Bang moment, with millions of people uniting to bring about the triumph of good over evil. The disappearance of the old world brings with it the arrival of the new. But what happens next?
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Editor Highlights: ANA's Loyalty Report, Sustainability Tips, and Identity Data
Pulse November 8, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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A New Era in Identity: Why the Future Lies in a Unified Graph, Not a Single ID
Leading Edge November 7, 2024The rise of a multi-ID landscape, where various signals identify consumers, has introduced a new level of complexity for digital marketers. This might seem unprecedented for many, as a decentralized web of disparate identifiers replaces the simplicity of relying on cookies. Indeed, this shift brings challenges in maintaining a consistent view of the consumer across various platforms and devices.
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