How generative AI could solve the cookie deprecation puzzle in 2024

Marketers could turn to artificial intelligence to solve for the tracking and targeting issues caused by the death of the third-party cookie.

By Chris Kelly • Jan. 16, 2024

Global mobile ad spend to reach $402B in 2024 fueled by social, creators

The total will represent a 11% increase over 2023, which saw a mobile ad spend of $362 billion, according to Data.ai’s State of Mobile report.

By Aaron Baar • Jan. 11, 2024

Explore the Trendline➔

Top 5 stories from Marketing Dive

From a surge in brand refreshes and artificial intelligence to the retreat from sustainability and cookies, a look at the key trends driving marketing in 2024.  

By Marketing Dive staff

Disney ties mood to messaging with contextual ads amid ad-tech roll-out

The media giant also unveiled a new shoppable ad format and expanded its clean room offering at its annual Disney Tech & Data Showcase.

By Chris Kelly • Jan. 11, 2024

8 predictions for 2024 as marketing seeks a new normal

Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024

Instacart seeks off-site retail media scale with Google Shopping ads pact

The partnership targeting high-intent grocery shoppers already has sign on from marketers like Danone and Kraft Heinz.

By Peter Adams • Jan. 9, 2024

IPG sells Hill Holliday, Deutsch New York to marketing services upstart

The pair of iconic creative shops will preserve an affiliate relationship with their former parent, which has struggled with the tech downturn. 

By Peter Adams • Jan. 8, 2024

NBCU unveils AI-fueled tech to streamline cross-platform ad planning

One Platform Total Audience leverages machine learning and predictive analytics to produce a single media plan across linear and streaming channels.

By Aaron Baar • Jan. 8, 2024

Snap names Samba TV measurement partner in pitch to entertainment advertisers

The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.

By Jessica Deyo • Jan. 4, 2024

Geico thaws Caveman on road to the Super Bowl

A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.

By Chris Kelly • Dec. 22, 2023

Peacock’s first exclusive NFL game will go commercial-free for a quarter

Instead of conventional ad breaks, sponsors Capital One, Hyundai and Walmart will run custom content, cutting the broadcast’s ad load by 40%. 

By Peter Adams • Dec. 21, 2023

In-house agency sophistication rises, output improves: survey

Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.

By Peter Adams • Dec. 21, 2023

Oreo sets Super Bowl return a decade after watershed Twitter play

The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

By Peter Adams • Dec. 20, 2023

Kargo adds 3 minority-owned publishers to amplifier program

The program counts Discover as a brand partner and supports publishers with content and tech expertise to scale up.

By Aaron Baar • Dec. 18, 2023

Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

By Peter Adams • Dec. 18, 2023

Trivago introduces brand refresh with ads localized with help from AI

The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.

By Peter Adams • Dec. 15, 2023

YouTube reinforces brand safety for growing Shorts format

New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.

By Jessica Deyo • Dec. 14, 2023

Forget Gen Z: MoonPie targets extraterrestrials in need of a treat

Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.

By Peter Adams • Dec. 13, 2023

Papa Johns taps The Martin Agency, Carat in agency shakeup

Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty.  

By Chris Kelly • Dec. 12, 2023

Dentsu: Ad market to grow 4.6% as brands priortize attention over reach

An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers. 

By Peter Adams • Dec. 11, 2023

IPG Mediabrands strikes deal with Amazon for ad-supported streaming

Amazon’s fledgling ad-supported offering gains a large stable of potential advertisers via the three-year deal.

By Aaron Baar • Dec. 11, 2023

What Coca-Cola’s generative AI experiments mean for the brand’s future

Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

By Chris Kelly • Dec. 5, 2023

Globant’s deal for Gut points to challenges facing independent agencies

While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.

By Aaron Baar • Dec. 4, 2023

Ad-spending market continues to recover, though 2024 presents mixed picture

GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.

By Peter Adams • Dec. 4, 2023

Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.

By Peter Adams • Dec. 1, 2023

Denny’s names Mindshare, Finn Partners new AORs

Mindshare will handle audience and media strategy while Finn Partners will tackle public relations, with both appointments already in effect.

By Sara Karlovitch • Nov. 29, 2023