If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”
Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.
Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.
Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?
Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.
Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).
Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.
Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.
No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]
