Search Marketing Knowledge Center

How Marketers Navigate the Legislative Terrain

Champions of Growth Podcast September 25, 2024

Chris Oswald, EVP, head of law, ethics and government relations at the ANA, joins host Matthew Schwartz to provide some salient tips for marketers and brand managers grappling with an increasingly complicate legislative terrain at both the federal and state levels.

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Contextual Targeting, Emotion, and Beyond: Exploring Innovative Ad Strategies on CTV

Webinar Rewinds September 25, 2024

While contextual targeting isn't a new concept on connected TV, innovative technologies are paving the way for fresh approaches to how it's done. In this webinar, thought leaders had an insightful conversation around what some of these innovative advertising strategies on CTV look like.

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Reaching the Light TV Viewer

Partner Content September 24, 2024

A lot has changed since the inception of addressable TV. While consumer viewing has continued to grow more fragmented, addressable advertising has increased in scale and matured its technological capabilities to become a must-have strategy for broadly targeted and narrowly targeted brands alike.

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Next-Level Contextual: 3 Ways Publishers Can Increase Revenue Through Relevance

Leading Edge September 12, 2024

As signal deprecation undermines the efficacy of certain methods of identity-based targeting, contextual targeting is emerging as a more vital strategy than ever. This strategy, which analyzes content and matches ads to the most relevant environments, not only preserves addressability but also aligns with growing concerns about privacy.

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Brand Building with Addressable Advertising

Event Recaps September 10, 2024

Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising explained innovative use cases for addressable advertising solutions across linear, CTV, and pause ads, demonstrating how these technologies can be leveraged to create stronger brands.

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The Addressability Solutions That Will Dominate the New Digital Reality

Leading Edge August 15, 2024

Ever since Google announced its intention to deprecate third-party cookies in Chrome way back in 2020, the digital advertising ecosystem has been in obsessive pursuit of new identity solutions. Now, even though Google has abandoned its plans, industry initiatives launched in recent years will continue to transform the landscape.

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Embracing the Cookie-less Era: Strategies, Innovations, and Action Plans

Webinar Rewinds July 25, 2024

The impending demise of third-party cookies has been a hot topic for marketers. However, there is more to this story than meets the eye. In this webinar, explore three key considerations for marketers as they grapple with the evolution of addressable advertising.

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New York Times Advertising Turns the Page for B2B Marketers

B2B May 1, 2024

Bari Komitee, VP of B2B marketing at New York Times Advertising, talks about the consumerization of B2B advertising, why games are an increasingly useful tool to reach decision-makers, and the meaningless distinction between personal and business lives.

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Why John Wanamaker is Still Right About What’s Wrong with Marketing, and How Authenticated Addressable TV Advertising is Finally the Answer

Knowledge Partners March 6, 2024

Comcast Advertising shares why it believes authenticated addressable TV advertising may finally answer the age-old question: What part of my marketing spend is actually working?

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Addressable Advertising: A Guide to Political Advertising in 2024

Leading Edge November 10, 2023

When then-presidential candidate Eisenhower broadcast the first political ad spot campaign in 1952, it marked the beginning of television’s reign as the go-to advertising medium for reaching key voters en masse. While “I Like Ike” may be catchy, the traditional TV media landscape that helped Eisenhower clinch the White House is now long gone.

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MMM and the Layered Approach to Measurement

Event Recaps October 4, 2023

Bloomberg Media shared how it earned buy-in from the C-suite to implement media mix modeling and evolve its measurement framework.

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What Retail Media Networks Have in Store for Marketers

Trends and Technology September 8, 2023

Two-thirds of companies viewed retail media as a sales driver, but only 12 percent used it to build their brand, according to a new survey. Only 31 percent said it was a valuable marketing tool right now. The lack of consistent and industrywide measurement on the effectiveness of retail media investments is one reason brands remain cool to the market.

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2023 Identity and Cookieless Survey Results

Knowledge Partners July 27, 2023

Datonics produced a study checking the temperature on marketer perceptions and readiness for the upcoming Google cookie deprecation along with feedback on identity and audience solutions.

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Patelco Credit Union Achieves Smarter Growth Using Data, Analytics, and Addressable Media

Webinar Rewinds July 26, 2023

New customer acquisition is more important than ever, but competition is fierce. Conventional digital media strategies can deliver only incremental gains. This presentation demonstrated a smarter approach, using real-life case studies and results.

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Connecting with Consumers in an Age of Change

Partner Content July 25, 2023

Consumers have a large menu of entertainment options across both linear and streaming media, putting them in control of what, when, where, and how they watch. As the marketplace caters to consumers' changing viewing preferences, there are several guiding principles that advertisers can follow to connect with viewers in a dawning age of change.

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ANA Global CMO Growth Council Quarterly Progress Update — Data, Technology, and Measurement

CMO Content July 25, 2023

The CMO Growth Council met to discuss how to best streamline the digital media supply chain (especially programmatic) to reduce inefficiency.

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Fact vs. Fiction: Three Measurement Myths Holding Back Your Marketing

Knowledge Partners July 12, 2023

Think With Google debunks three commonly held myths around measurement as the death of the cookie looms large over the industry.

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Making the Most of Addressability

Webinar Rewinds July 12, 2023

In this webinar, get an overview of the present addressability landscape, how that is evolving under new regulatory and business requirements, and most importantly, where advertisers can still gain ground in bringing greater efficiency to advertising investments.

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Brand Safety Is Job One for The Guardian

Champions of Growth Podcast May 31, 2023

Luis Romero, SVP of Advertising for North America at The Guardian U.S., joins host Matthew Schwartz, to talk about a recent deal which will enable advertisers an unfiltered and fully transparent view of users.

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