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The future of advertising and marketing lies in a thoughtful, holistic approach—one that addresses today’s complexities while laying the groundwork for future growth. […]

Simply put, Incrementality is a method for measuring the true value of marketing efforts. The Interactive Advertising Bureau (IAB) defines it as quantifying the causal impact of marketing strategies on sales and other outcomes while eliminating external influences, ensuring [...]

Despite AI’s growing capabilities, a marketer’s true value lies in understanding the company’s products, customers, and market dynamics—and then leveraging the right marketing tools to communicate that value effectively. […]

Retailers who fail to recognize this critical shift risk losing out on brands’ advertising budgets. As eMarketer analyst Andrew Lipsman noted: “If retailers want to capture more media spend, they must shift away [...]

Achieving success with a full-funnel retail media strategy requires more than simply optimizing for specific metrics. A true full-funnel strategy demands a measurement approach that comprehensively captures the consumer journey—from initial brand awareness [...]

To deliver a truly memorable retail experience, having a top-tier e-commerce platform is essential (and a great starting point for building a retail media network). However, integrating various in-store media channels takes it [...]