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Report: Two-Thirds of Brand Owners Are Behind on Paid Media Measurement
Marketing News July 13, 2026Most brand owners are falling behind on paid media measurement even as data tools multiply, according to new research from WFA and Ebiquity. The findings may signal a growing competitive divide between marketers who act on evidence and those still relying on vanity metrics.
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Is AEO Causing the Death of SEO?
Leading Edge July 13, 2026Answer engines are reshaping how consumers find products, shifting power away from traditional search rankings toward AI-driven recommendations. Brands that fail to adopt answer engine optimization (AEO) strategies may find themselves invisible to both AI platforms and the consumers they serve.
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Is Marketing Measurement Broken?
B2B July 13, 2026Marketing measurement is fracturing under the weight of fragmented data, artificial intelligence-driven search, and the collapse of third-party cookies. New approaches — from marketing mix modeling to incrementality testing — may reshape how brands prove their value to the C-suite.
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Making B2B Marketing Feel Human Again
Event Recaps July 10, 2026At the 2026 ANA Masters of B2B Marketing Conference, Michelle Lynn of Bloomberg Media explained how B2B marketing has become more efficient but less distinctive. As AI-generated content increases and targeting signals decline, marketers must shift toward human storytelling, credible proof, and practical utility to build trust and influence complex buying decisions.
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How Forrester Reframed Principal Media for Marketers
Event Recaps July 9, 2026Principal media buying is moving from a whispered agency practice to a deliberate governance strategy as marketer adoption surges. Forrester VP and Principal Analyst Jay Pattisall says tighter contracts, spending caps, and consistent measurement could determine whether the model delivers savings without sacrificing accountability.
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How Leading Companies Are Orchestrating Buyer Groups in an Age of Complexity
Event Recaps July 8, 2026At the 2026 ANA Masters of B2B Marketing Conference, Nalina Athyantha of ServiceNow and Emily Hean of Pretzl introduced the Buyer Group Index, a new benchmark based on global research. The session explored how leading organizations orchestrate buying groups, align sales and marketing, and use data and AI to improve pipeline velocity, conversion, and revenue growth.
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Long Live the World Cup Mascots
Knowledge Partners July 8, 2026The FIFA cycle of introducing and retiring World Cup mascots may be undermining one of marketing's most powerful tools: sustained character familiarity. Brands that treat mascots as long-term narrative assets — not single-tournament props — could build the emotional depth that drives lasting recognition.
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From MarTech Chaos to B2B Growth Engine
Event Recaps July 1, 2026John Hardy of the ANA and Robert Tas of McKinsey & Company introduced a new B2B marketing technology (martech) playbook built on global CMO research. They outlined how leading organizations align marketing and sales, integrate martech systems, and use data and AI to orchestrate account-based journeys that drive pipeline and revenue growth.
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AI Announcements Roar at Cannes Lions
Leading Edge June 29, 2026Artificial intelligence dominated Cannes Lions this year, but the conversation is shifting from capability to control. Announcements from Google, Meta, Adobe, and others suggest the industry may be entering a new phase of accountability and trust.
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Are You the Only One Using Your Data to Train AI?
Leading Edge June 26, 2026Are brands unknowingly training someone else's artificial intelligence (AI) with their data? As agentic AI spreads, marketers are rethinking first-party data, private data networks, and federated architecture to protect control while improving AI performance and media planning.
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The End of Mediocrity at Scale: Making Marketing Feel Human Again
Event Recaps June 25, 2026At the 2026 ANA Masters of Data Conference presented by TikTok, Dean de la Pena of Resonate explained why marketing has become less effective — and less human. De la Pena outlined how predictive, person-level intelligence can restore understanding and enable more relevant, measurable growth.
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Built for Breakthroughs: How In-House Media Brings Pfizer Closer to the Patient
Event Recaps June 25, 2026At the 2026 ANA In-House Agency Conference, Joshua Palau, VP of performance media and enablement at Pfizer, outlined how an in-house media model enables faster decision-making, stronger alignment with business goals, and improved outcomes across the patient journey.
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The Adoption of GEO and the Shift to AI-Driven Discovery
Leading Edge June 24, 2026A new Spiegel Research Center study finds 95 percent of senior marketers are using artificial intelligence (AI) in search workflows, yet governance and measurement systems may be struggling to keep pace. The shift from traditional SEO to generative engine optimization (GEO) could leave organizations exposed if readiness gaps go unaddressed.
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How Target Turns Customer Signals into Personalization at Scale
Event Recaps June 24, 2026At the 2026 ANA Masters of Data Conference, Target's Samantha Schumacher shared how the company uses first-party data, machine learning, and generative AI (gen AI) to operationalize personalization across marketing touchpoints while designing for speed, scale, and privacy.
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How Kimberly-Clark Is Rewiring Retail Media with AI
Event Recaps June 23, 2026Kimberly-Clark is using artificial intelligence-driven audience models inside clean rooms to deliver return-on-ad-spend improvements two to five times over prior benchmarks. Head of Strategy Ali Kefali argues that privacy-safe data collaboration with retailers may reshape how CPG brands find and act on demand signals.
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TikTok Rebuilds Media Mix Modeling for Discovery, Creator Content, and Earned Reach
Event Recaps June 23, 2026TikTok and NielsenIQ are challenging how brands model media, arguing that paid, organic, and creator signals must be measured together. Outdated media mix modeling inputs — not methodology — may be limiting the ROI decisions brands are making at scale.
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Why Outcomes Measurement Is Becoming a Budget Imperative
Leading Edge June 19, 2026As budgets tighten, marketers must link brand awareness to business outcomes. Outcomes measurement is becoming essential to defend spend, guide decisions, and prove marketing's role in growth.
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Fox Bets Big on Streaming With $22 Billion Roku Deal
Marketing News June 16, 2026Fox Corp. agrees to acquire Roku in a $22 billion deal, combining live sports rights with a connected TV platform reaching more than 100 million households. The merger could reshape streaming's competitive landscape — and raise questions about whether content-platform deals deliver for shareholders.
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Retail Media that Performs: Turning Shopper Signals into Media Outcomes
Event Recaps June 16, 2026At the 2026 ANA Media Conference presented by A+E Global Media, leaders from Google and Kroger Precision Marketing explored how retail media is evolving into a core performance channel. The session showed how retail signals, cross-channel activation, and faster measurement are helping marketers drive accountability and growth.
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Artificial Intelligence Has Made the Audience Marketplace More Competitive
Leading Edge June 15, 2026AI is reshaping how consumers discover content, forcing marketers to rethink syndicated audience strategies that once offered scale. As shared data pools erode competitive advantage, custom intelligence layered onto first-party data may determine who converts.
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