The approach, developed in collaboration with The Trade Desk, is designed to help advertisers improve cost efficiency in CTV while preserving the premium media quality and performance standards associated with the channel.
Unlike traditional approaches that rely on rigid, macro-level testing frameworks, Northbeam Incrementality uses granular first-party data from its MTA system to design and run experiments tailored to each business.
For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.
Similarweb's insights provide a more comprehensive view of the digital ecosystem, enabling Rakuten Advertising clients to make more informed decisions, reach new customers, and build future-ready performance marketing strategies.
Part of Nextdoor’s smart advertising suite expansion, the feature will provide advertisers with enhanced performance across the entire marketing funnel, improving CTR and driving deeper campaign engagement.
In a world where creativity dominates the marketing and advertising community, Marquee Awards focus on ideas in action, the strategy that drives business impact through measurable value.
Teresa Widodo explains how brands can drive scalable app growth by aligning business goals with data signals, leveraging discovery platforms, and building lifecycle strategies that move users from installs to long-term value.
The updated platform by Tagshop AI aims to democratise cinematic ad creation for organisations of all sizes, from startups and ecommerce brands to global agencies and content creators.
Roberto Andrès Louback talks about building brand trust through consistency, avoiding attribution errors by separating correlation from causation, and how AI models and agents are transforming creative optimisation and marketing experimentation.
As platform fees rise and acquisition costs climb, subscription apps are moving conversion upstream. The results are hard to ignore.
