By the numbers: Super Bowl LIV

The big game's ads, broken down by sentiment, social engagement and more.

By Nami Sumida • Feb. 3, 2020

Report: Walmart Media Group tests Xandr, The Trade Desk for DSP partnership

The move comes after Walmart debuted its own in-house ad portal last month.

By Dianna Christie • Feb. 3, 2020

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Unilever increases spend on purpose-driven marketing

The company is making purpose one of its pillars of growth and says internal data shows that the approach drives short- and long-term results.

By Dianna Christie • Jan. 31, 2020

Sports sponsorship spend to increase the most in a decade, report says

Led by investment in the 2020 Olympics, worldwide sports sponsorships are expected to bring in $48.4 billion this year, up 5%.

By Dianna Christie • Jan. 29, 2020

Loyalty drivers grow complex as consumers get more complicated, report says

Loyalty lifted an average of 20% over the past year, suggesting that consumers are clinging to companies that deliver in an uncertain landscape.

By Dianna Christie • Jan. 28, 2020

One size does not fit all for brands in music

As brands begin to enter the music vertical, it's important to recognize that tactics must be strategically aligned with objectives, says Momentum Worldwide's Glenn Minerley.

By Glenn Minerley • Jan. 28, 2020

Google reconsiders paid search redesign amid criticism

The mid-January redesign of paid search results on desktop obscures the difference between ads and organic results, according to critics.

By Dianna Christie • Jan. 27, 2020

Accenture Interactive partners with Ideoclick to expand e-commerce services

The cloud-based software and services firm is best known for its work with consumer brands that sell on Amazon.

By Robert Williams • Jan. 23, 2020

DoubleVerify rolls out certification program to address CTV ad fraud

Amobee, MediaMath, SpotX, The Trade Desk and AT&T's Xandr are the first ad-tech platforms to receive the certification.

By Robert Williams • Jan. 22, 2020

With Google's decision to kill 3rd-party cookies, marketers forecast a doomy scenario

The move is neither unprecedented in tech nor unexpected from Google, but a fiery response speaks to its industry-rattling implications.

By Peter Adams • Jan. 22, 2020

Olympics, election power 7.2% lift in 2020 US ad spending, study predicts

More than 57% of the total, or $223.1 billion, will go toward offline channels such as linear TV and experiential marketing.

By Robert Williams • Jan. 21, 2020

CTV extends audience reach while boosting engagement, study says

The analysis of 60 million interactive impressions across a number of major brands found that CTV effectively reaches cord-cutters and cord-nevers.

By Robert Williams • Jan. 16, 2020

Google plans to drop support of ad-tracking technology

The search giant aims to protect consumer privacy, and will prevent marketers from connecting browser cookies to websites they don't operate.

By Robert Williams • Jan. 15, 2020

Retailers' 2020 customer data management strategies are in flux, survey finds

As consumer expectations grow, retailers are taking a closer look at how data can support cross-channel experiences.

By Chantal Tode • Jan. 15, 2020

Can revenue-hungry retailers rise to meet digital advertising’s opportunity?

From grocery to big box stores, retailers have ramped up their ad offerings, but executives at NRF's Big Show harped on how smartly leveraging data will be critical for success.

By Peter Adams • Jan. 15, 2020

Nielsen buys Precima to expand retail, CPG analytics

The deal expands the media and ratings company's division that focuses on retail and CPG.

By Robert Williams • Jan. 13, 2020

Consumers trust USPS, Amazon and Google more than any other brands

Despite large amounts of mistrust among institutions, consumers still put their faith in tech giants and legacy brands, Morning Consult's study found.

By Dianna Christie • Jan. 13, 2020

CCPA and the continued 'privacy paradox'

Without consumer trust, the promise of personalization and digital marketing crumbles, writes Localytics CEO Jude McClogan.

By Jude McClogan • Jan. 13, 2020

How Target and Reebok reinvigorated loyalty with a data-driven playbook

Marketing executives at NRF's Big Show dished on how taking a hard look at the numbers led to difficult — but necessary — decisions in devising a turnaround.

By Peter Adams • Jan. 13, 2020

What were the most empowering, funniest and coolest video ads of 2019?

Nike, Pandora and Allstate are among the brands most successfully appealing to consumers with purpose, humor or style, according to Ace Metrix.

By Dianna Christie • Jan. 9, 2020

Why USA Today's Ad Meter will get the Super Bowl wrong — again

The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.

By Ed Keller • Jan. 8, 2020

Walmart debuts self-serve ad platform, enhanced targeting tools

The retailer is teaming with Kenshoo, Flywheel Digital and others as it looks to better compete with Amazon and Target for ad spend.

By Dianna Christie • Jan. 6, 2020

7 trends that show 2020 will be a make-or-break year for marketers

Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 6, 2020

Cadent acquires 4Info to beef up cross-screen targeting

Ad-tech consolidation continues as the CTV and OTT space heats up. 

By Dianna Christie • Jan. 3, 2020

How QSRs are leading the way on personalized, omnichannel experiences

Lessons learned by McDonald's, Starbucks and others could help marketers across the industry in 2020 and beyond.

By Chris Kelly • Jan. 2, 2020