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  • The Only Truly Universal ID Is Multiple IDs

    Blogs   July 29, 2021  

    The deprecation of third-party cookies and mobile ad IDs (MAIDs) has thrust the data-driven advertising ecosystem into a period of uncertainty. The underlying mechanisms that support targeted marketing are going away, but nobody is quite certain what will take their place.

  • Audience-Based Buying Is Taking Over: Here’s How Advertisers Can Successfully Adapt

    Blogs   July 27, 2021  

    “The only thing that is constant is change.” That adage rang true in Ancient Greece, when it was originally stated by philosopher Heraclitus, and today it rings truer than ever for the TV advertising industry.

  • Our Fight Against Market Research Fraud: Using Next-Gen Fraud Defenses

    Blogs   July 22, 2021  

    There is an immense focus on cookieless solutions as third-party cookies begin to crumble. Given the changing methodology, the industry must continue to be cognizant of fraud and the impact it has on media effectiveness research.

  • Google’s Quiet Move: Responsive Search Ads Are Now the Default Format

    Blogs   July 20, 2021  

    If you are anything like me, you watched The Queen’s Gambit and now fancy yourself a learned chess player and scholar. As such, Google’s announcement that responsive search ads, or RSAs, are now the default ad format in Google Ads reminds me of a very particular chess tactic: the quiet move.

  • We Are Rebuilding Digital Advertising: Marketers, Your Choices Matter

    Blogs   July 15, 2021  

    As we look forward to the reopening of society, “getting back to normal” will become an intentional choice. We can choose what aspects of our pre-pandemic routine we want to go back to and what we want to leave in the past. For marketers, the events of the last year should serve as a catalyst for real and lasting change.

  • How to Be a Better Customer-Centric Marketer

    Blogs   July 13, 2021  

    Marketing success is simple: Brand marketers who truly understand their customers create engaging and successful new products and communications, and through those successes, reap the benefits of increased sales and engagement. Meanwhile, those who don’t understand their customers fail to connect and fall further behind. Luckily, anyone can learn to be a better customer-centric marketer.

  • Good On the Ground: A Q&A with Amy Smith of TOMS

    Blogs   July 12, 2021  

    As the original one-for-one company, TOMS created a new way of doing business — merging profit with purpose while inspiring customers to be part of the giving experience. TOMS has evolved their impact model but continues to remain grounded in their mission of using business to improve lives.

  • Innovative Strategies for Modern Marketing Success

    Blogs   July 8, 2021  

    Shifts in marketing needs have created an evolution across marketing teams and in the marketing services industry. As we rush full speed into the golden age of automation, marketing teams must utilize a combination of technology, data and insights, audience definition and acquisition, operational efficiency, best practices and of course automation strategies to ensure success and scalability.

  • Making it Funomenal: A Q&A with Robert Pasin of Radio Flyer

    Blogs   July 7, 2021  

    Robert Pasin, chief wagon officer at Radio Flyer and grandson of the company’s founder, is no stranger to innovation. At the 2021 ANA Brand Activation & Creativity Conference, presented by TikTok, Pasin discussed the importance of establishing a brand identity and leveraging its purpose within your overall brand strategy.

  • B2B Virtual Events, Re-Imagined

    Blogs   July 1, 2021  

    The COVID-19 pandemic necessitated a shift to virtual events, but even as in-person events begin to resume, virtual will remain a key strategy for B2B marketers. According to Google's latest research with Ipsos, 46 percent of B2B buyers plan to attend more virtual events this year than they did last year.

  • L'Oréal’s Shenan Reed On Advertising as a Service

    Blogs   June 29, 2021  

    Shenan Reed, Senior Vice President, Head of Media at L'Oréal, recently spoke at the ANA Media Conference on the power of advertising to be a service to the customer. To follow up on her presentation, group EVP Bill Duggan sat down with Reed for an interview.

  • Beyond Profit Podcast: Minter Dial on Becoming a Better Leader

    Blogs   June 23, 2021  

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, author Minter Dial joins host Ken Beaulieu to discuss his new book "You Lead: How Being Yourself Makes You a Better Leader," how brands can hit on the right purpose, why having a chief ethics officer raises red flags, and more.

  • Is Your Digital Transformation Effort Doomed?

    Blogs   June 22, 2021  

    While there are multiple reasons that doom a digital transformation, there’s one that will guarantee disappointment: setting one’s sights too low. Proper goal setting is imperative.

  • Full Funnel Thinking

    Blogs   June 17, 2021  

    The funnel as a marketing concept celebrated its 100th birthday some time ago. The magnificently named St. Elmo Lewis came up with the acronym AIDA in 1898. He argued that you need different sorts of advertising to capture Attention, stimulate Interest, stoke the flames of Desire, and finally nudge your audience into Action.

  • How ANA's Marketer-Led Initiative Is Reinventing Cross-Media Measurement

    Blogs   June 16, 2021  

    Despite efforts from marketers, agencies, measurement vendors, and media partners, increasingly complex consumer media behaviors have outgrown the current media measurement ecosystem. In an effort to solve for this, the ANA, ISBA, and WFA have convened a global collaboration of marketers, platforms, and vendors to create the global/common components of a new measurement blueprint.

  • Reaching Elusive Ad-Free Streamers

    Blogs   June 15, 2021  

    The combination of a pandemic that forced many Americans to stay home and the introduction of several new subscription video on demand (SVOD) services in addition to existing services (Netflix, Amazon and Hulu), has provided the perfect catalyst for SVOD growth. But not all of this growth has worked in the favor of marketers and advertisers.

  • It's Not Just the Russians

    Blogs   June 11, 2021  

    Bad actors have plagued digital media since clicks first became the currency of the internet upon which brands have now paid billions to an opaque supply chain. But everyone knows that. Right?

  • Lessons Learned From The Day the World Went Remote

    Blogs   June 10, 2021  

    Like it did for so many others, the pandemic pushed the ANA to quickly learn how to run a business entirely virtually. Here are some best practices we learned along the way for effectively running a virtual event.

  • ‘Don’t Get Stuck in a Marketing Bubble’ and Other Ways CMOs Become Leaders

    Blogs   June 8, 2021  

    CMOs and marketers, forever spooked by balance sheets, lean on right-brained activities like imagination and intuition, but lack left-brained tools such as mathematics and linear thinking. As data management and online analytics play a bigger role in marketing and advertising, CMOs who don’t get out of their comfort zone could pay a heavy price.

  • You Don’t Need Cookies If You’re Measuring Quality

    Blogs   June 3, 2021  

    What happens to advertising and the internet once “cookies go away”? While fear-mongering headlines will likely run rampant as this shift draws closer, advertisers and publishers shouldn’t fear the change, but instead use it as an opportunity to reevaluate how cookies and individual identifiers are used in their ad strategy.