Mobile’s growing role in holiday shopping

Consumers aren’t just using their phones to research products they see on TV, they’re using them to make purchases. Seventy-seven percent of smart TV owners said they frequently make mobile purchases based on TV ads they see, according to a recent study by Samsung Ads. This behavior will carry through the rest of the holiday…

Read More

5 essential priorities for marketers in 2025

The marketing world is rapidly changing, and staying ahead means focusing on what truly matters. From rethinking how success is measured to embedding privacy-first principles into your strategies, 2025 is all about smarter approaches and meaningful outcomes.  Marketers must adopt proactive strategies as competition intensifies and the ad ecosystem becomes more complex. Each focus area…

Read More

How AI can revolutionize creative impact measurement

When measuring the impact of creatives, marketers typically rely on circumstantial evidence. Brand awareness and sales trends are important and provide useful KPI numbers, but they reflect the entire campaign. They don’t tell you what part of the creative is connecting with people. Is it the copy, the images, the audio? And while A/B testing…

Read More

IAB finalizes retail media networks standards for in-store

IAB, in collaboration with IAB Europe and leading retail media networks (RMNs), released finalized definitions and standards for proving the impact of RMN campaigns. The standards were originally introduced and opened up for public comment in September at the IAB Connected Commerce Summit. “These standards lay the groundwork for transparency and consistency in in-store retail…

Read More

AI is poised to disrupt the world of martech vendors and users

The hype around artificial intelligence may be heading into the “trough of disillusionment,” as Gartner calls it, but the technology continues to progress in big, disruptive ways — especially for martech. That is the nutshell version of the “Martech for 2025” report from Scott Brinker, editor of chiefmartec.com, and marketing technologist Frans Riemersma, released today….

Read More

Rethinking media mix modeling for today’s complex consumer journey

Media mix modeling (MMM) helps brands understand how marketing investments affect the bottom line. It originally focused on high-reach channels such as network television, print and radio to assess brand impact and audience reach. Valued for being reliable and easy to measure, these legacy channels were key drivers for brand awareness and conversions. However, the…

Read More

Measuring marketing incrementality: Best of the MarTechBot

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…

Read More