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Advertisers have acquired an impressive collection of measurement tools over the years. The slightly less impressive part is figuring out what all those tools are actually telling them.
For Matt Shapo, senior director of measurement at IAB, the industry’s measurement challe...
NEW YORK — Most brands approach creator marketing by identifying reach and working backward to a message. Bar Keepers Friend starts somewhere else entirely.
“We really start at something that sits above where the investment goes. We look at what is the story that we want to tell and what is the job that each piece of creative needs to do,”
Artificial intelligence may make advertising more efficient, but Terence Kawaja doesn’t think efficiency is where the real money will be made.
Kawaja, founder and chief executive of investment bank LUMA Partners, said AI will increasingly automate media buying and other...
NEW YORK — Brands are beginning to treat creator marketing the way they once treated digital advertising — as something important that nobody quite knows how to operationalize at scale. The answer, says Tara Walpert Levy speaking at the New York Stock Exchange during
NEW YORK — Search engine optimization built its playbook around keywords and links. AI-powered discovery requires something different. Brands need a coherent, corroborated story that holds up across every surface where their content appears, because AI systems are cross-validating sources in ways that traditional search never did.
“To be discoverable today means that b...