Martech

Synthetic data promises speed and scale, but "digital twins" and statistical personas are not the same thing — and confusing them can be costly.

Analysis of $130 million in ad spend across 65,000 Meta Partnership Ads uncovers lessons for how brands can build a creative system that beats fatigue and never runs out of winning ads.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

The report finds US consumers have tighter budgets, growing AI influence and high customer experience expectations heading into the holiday season

What starts as a quick regional fix or a departmental workaround rarely stays small — and by the time leaders notice, it's already a liability hiding in plain sight.

Droga5 São Paulo's Diego Limberti and Black Madre Studio's André Maciel explain why brand recall and emotional loyalty is built through authentic design, strong brand identity, and meaning rather than rewards.

Generative AI has made campaign planning dramatically faster, but advertising success is still determined by execution. The next competitive advantage will come from AI that can operate campaigns, not simply recommend them.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.

Industry leaders from Kevel, DG Media Network and The Trade Desk discuss why the future of retail media lies in unified decisioning, connected measurement and commerce data.