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Amid sports marketing’s gold rush, some brands are targeting niche fan communities
As the ceiling on sport sponsorship investment rises, room for non-standard approaches is also growing for a variety of brands.
Google keeps cookies in Chrome
The winners and losers of Google’s third-party cookie reversal
Fair warning: the ground is still shifting under this thing so consider this list more “hot take” than holy writ.
At industry conference, Google tries to salvage the Privacy sandbox after U-turn on third-party cookies
Privacy Sandbox reps are attempting to tee up optimism at the Possible conference in Miami, a week after Google’s mic-drop announcement.
Media
Search slips, Discover delivers: Publishers navigate latest Google update
Google’s March core update has brought manageable search traffic dips for some publishers, with AI Overviews dragging and Discover picking up some slack.
WTF is clipping? The low-lift creator strategy grabbing advertisers’ attention
Clipping culture has evolved from a way for creators to build viewership into a bona fide marketing channel. Here’s an explainer about it.
ChatGPT referral traffic to publishers’ sites has nearly doubled this year
ChatGPT is sending more of its traffic to publishers’ sites.
Marketing
How creator marketing has become key to Mastercard’s culture-hacking strategy
MasterCard CMO Raja Rajamannar explains the brand’s creator marketing approach — and why influencer activity could eclipse TV.
Q2 brought calm, but not confidence as CMOs spend with caution
With companies pulling earnings forecasts and the upfront market losing steam, the signs are clear: advertisers are easing off the gas.
Mythbusters: Retail media networks aren’t immune to the pitfalls of programmatic media buying
Retail media networks are falling into the same entrapments as the early years of DSPs, leaving marketers with a sense of déjà vu.
Future of TV
Future of TV Briefing: How flexibility could funnel more upfront dollars to Amazon & Netflix this year
This week’s Future of TV Briefing looks at how Amazon and Netflix offer upfront advertisers more extensive cancellation options, which could affect how upfront dollars are allocated.
An Upfront Week recap and upfront market preview with Horizon Media’s David Campanelli
Horizon Media’s president of global investment breaks down the state of play heading into this year’s upfront market.
Agency execs expect sports to push the upfront’s pace, pricing with up to double-digit spending increases
While many ad buyers expect the amount of money committed in this year’s upfront overall across traditional TV and streaming to be flat if not down compared to last year, the sports side of the upfront is another story.
Media Buying
Ad Tech Briefing: Google’s AI updates are portent of antitrust cases to come
Key questions to ask Google about its AI systems as it bids to double down on its playbook in the AI era.
Media Buying Briefing: Mediaplus carves a personal, data-driven niche among boutique shops
At the three-year-old media agency, Mediaplus, the operating philosophy is about personal touch and being a side-by-side partner to clients.
Media agency vet Paul Woolmington on the balance of brand/performance with human/tech
Canvas’ full-funnel offering emphasizes data-side and performance chops in a way that balances the need for upper-funnel wisdom and lower-funnel insights
Annual research reports
Podcasts
Research
The benefit is the culmination of years of employee feedback.
The benefit is the culmination of years of employee feedback.
When Brandon Edelman (@bran_flakezz) hit 1 million followers on TikTok, he had a goal in mind. He wanted to take his followers on the kind of trip they see creators go on all the time — the kind known for elaborate branded experiences, fancy meals and “room drops,” or gifting left around a hotel room or laid out on its bed. He had already been taking local followers in Philadelphia, where he lives, to dinner and loved the idea of bringing more of them to experience the city he loves.
When Brandon Edelman (@bran_flakezz) hit 1 million followers on TikTok, he had a goal in mind. He wanted to take his followers on the kind of trip they see creators go on all the time — the kind known for elaborate branded experiences, fancy meals and “room drops,” or gifting left around a hotel room or laid out on its bed. He had already been taking local followers in Philadelphia, where he lives, to dinner and loved the idea of bringing more of them to experience the city he loves.
This week’s Modern Retail Podcast gets into the news of Nike returning to Amazon, Elf Beauty’s Rhode acquisition, and a roundtable discussion on informal recession indicators.
This week’s Modern Retail Podcast gets into the news of Nike returning to Amazon, Elf Beauty’s Rhode acquisition, and a roundtable discussion on informal recession indicators.