Connecting Retail Media Networks with Custom Audiences Street Fight

Connecting Retail Media Networks with Custom Audiences

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Retail media networks (RMNs) are becoming a dominant force in the advertising world, propelled by the valuable first-party data they generate. This rise, however, also presents unintended challenges: the creation of walls around this data to protect consumer privacy and the retailer’s competitive advantage, resulting in a fragmented view of consumers. While safeguarding privacy is […]

How Generative AI is Propelling Local Advertising Street Fight

How Generative AI is Propelling Local Advertising

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The digital advertising landscape has never been more dynamic or more complex. As small and medium-sized businesses (SMBs) grapple with these changes and challenges, they also face opportunities for growth. Generative AI technologies are empowering marketers with intuitive, powerful, and personalized advertising strategies, helping them to save time and effort and compete like never before. […]

How AI Is Transforming Phone Calls Into Data

How AI Is Transforming Phone Calls Into Data

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“This call may be recorded for training and quality purposes”  We’ve all heard a version of this ubiquitous  message a thousand times.  Chances are we don’t even notice it any more due to a form of audio “ad blindness”.  Still, if we stop and think about it, interesting questions arise.  What are these recordings actually […]

Investing in AI Tools Leads to Better Outcomes for Marketers Street Fight

Investing in AI Tools Leads to Better Outcomes for Marketers

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The hype for AI has reached a crescendo, with companies across all industries introducing AI tools and endless amounts of news coverage touting its potential as a game-changer. While it has mostly remained a buzzword for many industries, it has already become a difference maker for marketers. According to a recent study, 41% of marketers […]

Why the Annual Planning Process is Behind Before it Starts Street Fight

Why the Annual Planning Process is Behind Before it Starts

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From advancements in campaign measurement to performance and optimization, the digital advertising industry has consolidated decades worth of transformation to a matter of years. And while the pace of advertising investments has shifted and performance data becomes available more regularly across channels, the annual planning process for all media expenditures has remained, well, annual. In […]

Empowering Retailers: The Imperative for Advanced Advertising Technology Kevel Street Fight

Empowering Retailers: The Imperative for Advanced Advertising Technology

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In a rapidly evolving retail landscape, staying ahead requires more than just offering great products or competitive prices. As consumers increasingly shift their shopping habits online and demand personalized experiences, retailers face mounting pressure to enhance their advertising strategies. Traditional methods no longer suffice in capturing the attention of today’s discerning shoppers. To thrive in […]

3 Ways to Battle Efficiency Headwinds in 2024 Street Fight

3 Ways to Battle Efficiency Headwinds in 2024

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You don’t have to look too deep for significance there: measurement is tough right now (even for measurement companies), and fraud is rampant and stands to get worse as AI governance lags behind AI adoption. No matter how big your brand or what industry you’re in, efficiency is going to be a challenge in 2024. […]

A Marketer’s Guide to Transitioning from Third-Party Cookies Street Fight

A Marketer’s Guide to Transitioning from Third-Party Cookies

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Third-party cookies are going away. Not tomorrow, maybe not next week, but in the months to come, marketers will come face-to-face with the reality of a new world of marketing measurement. Google appears to be committed to their complete blocking of third-party cookies in Chrome by the end of 2024, so marketers need to prepare […]

The Urgency of Embracing AI in Media and Advertising Street Fight

Embracing AI in Media and Advertising

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History changes slowly and then overnight. A mere two years ago, the early publicly-available generative AI models from OpenAI, Microsoft, Google looked like curiosities–intriguing but plagued by obvious limitations. Today these models have advanced so far and so fast that they are already well on their way to changing media and advertising forever. AI is […]

How Consumers Are Rewriting the Rules for Brand Accountability Street Fight

Voices Amplified: How Consumers Are Rewriting the Rules for Brand Accountability

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Today, consumer voices can be magnified across channels with the click of a button. The power of the consumer is undergoing a seismic shift, providing both opportunities and challenges to  businesses around the world as they rewrite the “rules” of brand accountability. Traditional online review sites are no longer the only medium to share opinions. […]

As Cookies Crumble, Lotame Launches Solution to Help Digital Marketers Street Fight

As Cookies Crumble, Lotame Launches Solution to Help Digital Marketers

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In the fast-paced world of digital marketing, the ability to harness and utilize data effectively is becoming even more important. Lotame has taken a significant step forward in enabling data collaboration with the launch of Lotame Collaborate and Lotame Onboarding. These innovative solutions, available through their data collaboration platform, Spherical, promise to change how digital […]

Subscription Fatigue: How Streaming Services Can Keep Customers Happy Street Fight

Subscription Fatigue: How Streaming Services Can Keep Customers Happy

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Streaming is big business, and looks to only keep expanding in 2024 and beyond – with more players, more dollars to win, more subscribers, and a proliferation of new ad tiers. Eighty-three percent of Americans have at least one streaming service subscription and the average American subscribes to four services. For streaming platforms at first […]

When Gen AI Erodes Trust, Brands Take the Fall

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Generative AI’s potential to change the way we work and shop holds amazing promise, but this new technology also poses heightened risks for brands. Maintaining customer trust will be a perpetual challenge as generative AI (GenAI) changes the fraud landscape in two important ways. First, GenAI is already making it easier for professional and amateur […]

How to Increase Social Media Engagement in 2024

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Brands have a bigger marketing challenge today arguably than ever before because consumers are more skeptical about advertising than previously. Not only are they turning away from brand-created content on social media, but most of them also no longer trust influencers. That’s why increasing social media engagement and using social media effectively to promote brands […]

The Demise of Third-Party Cookies is CTV’s Opportunity to Shine

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On January 4th, we finally reached the beginning of the end of third-party cookies (for real this time?) On that date, Google Chrome began removing 3rd party cookies from 1% of traffic. By the end of the year, 3rd party cookies will be completely eliminated from Chrome and opening a new opportunity for CTV. This […]

Navigating the Post-Cookie Landscape: Challenges and Opportunities for Brands

Navigating the Post-Cookie Landscape: Challenges and Opportunities for Brands

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Google’s long-awaited post-cookie world is now here, with the company officially turning off cookies for 1% of Chrome users last month. The loss of third-party cookies means that brands will lose one of the most frequently used ways to identify potential target audiences on the open web. Post-cookie, brands will have to find different ways […]

Ad Tech and Privacy

The Privacy Arms Race May Kill Ad Tech

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A dangerous digital advertising arms race is brewing as browser makers try to prevent cross-site tracking. The desire of digital ad companies to keep tracking users, despite browsers’ preventative privacy measures, is leading our industry down a hazardous path for users, browser makers, and ad tech. In an effort to protect user privacy, browsers are […]

fifty-five was founded in 2010 by former Google executives who understood and anticipated the potential of data in brands’ marketing strategies.

GenAI : Where Brand Marketers Need to Upskill for the Future

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Generative AI (GenAI) was one of the most talked about technologies in 2023. We saw it support Google searches, streamline A/B testing efforts, and even play center stage in last summer’s SAG-AFTRA strike. With the ability to automate repetitive tasks and streamline processes, GenAI is becoming an invaluable tool in marketing – and its potential […]

Interest in Alternative Currencies Grows, But Legacy Currency Still Reigns

Interest in Alternative Currencies Grows, But Legacy Currency Still Reigns

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The U.S. joint industry committee (JIC) granted “conditional certification” to three alternative ad currencies for cross-platform negotiations: Comscore, iSpot and VideoAmp. The certification of these alternative currencies suggests that the industry is more open to the usage of alternative currencies, and that there is room for multiple currencies to transact against. Our insights back up […]

Navigating the Fragmented CTV Landscape: Strategies for Brands and Agencies

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2023 was a year of exploration and education. As the industry begins 2024, agencies and brand marketers will continue to gain a better understanding while leveraging necessary campaign elements like transparency, incremental reach and co-viewing to navigate the new challenges and opportunities within the CTV (Connected TV) landscape. Today’s brand marketers are confronted with crucial […]