News and Analysis
Another ‘Tainment Category Sprouts Up
You’ve likely heard of eatertainment and sportstainment. But a new category of ‘tainment is out in the field — agritainment! A huge complex in Arizona (on the site of a family farm) has been converted into a space where people can eat, learn about farming, participate in fun activities, and pick fruits and vegetables in season. […]
City Mattress Rests Easy with Agital
Just because it’s called City Mattress doesn’t mean it’s off-limits to suburbanites or dwellers of the exurbs. At least that’s if performance-marketing agency Agital has anything to say about it. The agency developed a cross-channel marketing strategy to drive foot traffic to physical stores by using the brand’s existing customer data bases for its 30+ […]
Fat Brands Blasts Off for Success
This writer was honored to be invited to an all-franchisee gathering of Fat Brands corporate team members, franchisees, and partners. Live events have made a comeback, as illustrated by the attendance of close to 2K people who enjoyed a close-up view of the Las Vegas Sphere, which was in keeping with the space theme of […]
Commentary
“Returnless” Refund and Automatic Return Approval: Should Sellers Embrace Them?
ALL online merchants—not just those in the Amazon Marketplace—need to look at simplifying customer-facing processes like returns. An easier return process means happier customers, reduced friction, and fewer chargebacks.
4 Steps to Build the Ultimate Consent Management Platform
This guide will show you exactly how to increase consumer consent and safely monetize data, including best practices based on changing global regulatory requirements and cross-device management. You’ll learn how to build the ultimate CMP, which will empower your marketing and privacy teams to help your organization meet consent requirements.
The 4 Ad Tech Trends Mobile Marketers Need to Understand In 2022
2022 will be a year for the mobile advertising industry to find its footing again — and an opportunity for fast-moving players to stake new claims. The momentum these trends — contextual advertising, machine learning, consolidation, and bidding in lieu of the waterfall — have accrued over the past few months suggests there are ways to prepare yourself for what’s coming, whatever that may be.
Latest Posts
The Middle Ground on Personalization
What is the most viable critique of personalization, and what form should personalization take to provide real value to marketers and consumers?
5 Voice Marketing Platforms for Brands
More than 33 million consumers in the U.S. are expected to shop using a smart speaker in 2022, and 51% of online shoppers now use voice assistants to research products before they buy. With more consumers relying on Amazon’s Alexa, Google Assistant, and Apple’s Siri to search for local products and services, brands are looking at how to incorporate voice into their existing marketing strategies.
To Crack Open CTV’s Data Issue, Give Publishers the Benefit of the Doubt
There is an opportunity to take some of the best strategies from decades of linear TV buying and selling and bring that forward. Adding intelligence on the supply side for CTV, while at the same time empowering the buy side to use that data to deliver scale, ensures that video has the breadth to do what it does best: power awareness and build brands.
Combating Ad Fraud with Machine Learning and Human Supervision
While machine learning and artificial intelligence are on the rise within ad fraud prevention efforts, it’s becoming clear that machines, despite their competence for processing knowledge, can’t fight the battle alone. Ultimately, humans are much more adept at understanding and applying logic. That’s why a combination of machine learning and manual, human intervention is crucial in the fight against ad fraud.
Neighborly Recommendations Drive Local Business on Nextdoor
For multi-location marketers and small businesses, Nextdoor’s research reflects the importance of establishing a presence on local social networks such as Facebook and Nextdoor as well as monitoring customer sentiment and reviews.
Location-Based Marketing Association: OOH Trace Launches a Platform for Real-Time OOH Proof of Play
In this episode of Location Weekly, the Location-Based Marketing Association covers Revlon partnering with ACTV8me on a sequential QR code campaign, Anyline helping tire retailers with a new app, Sam’s Club rewarding electric vehicle drivers, and OOH TRACE launching a platform for real-time OOH proof of play.
Survey: Brands Marketers Switching from Paid Social to OOH
According to a new survey from OneScreen.ai, the majority of marketers are actively looking for alternatives to paid social in 2022, and 67% believe their digital returns have diminished, even after scaling up programs.
The Future-Proof, Full-Funnel Approach to Thriving in a Cookieless World
Building strong relationships and encouraging customers to continually engage with the brand will go a long way toward building out first-party data collection and management. But how? As the cookieless world draws near, brands and marketers are looking for alternatives, and the answer lies in a future-proof, full-funnel approach.
E-Commerce Retailers See Opportunity in Secondhand Market
Call it secondhand shopping, circular fashion, or the “new to you” business. The resale market for brand name goods has never been hotter.
Creating the Next Business Model for Content Delivery
The creator economy is here to stay. Over the last 10 years, millions of people have embraced their creative abilities to find new ways to make money — not just by making videos, writing blogs, or recording podcasts, but by creating deep connections with other people through the convergence of technology and art.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem