Marketing budgets are getting tighter, at 7.7% of a company’s revenue in 2025, down from 11.3% during 2015, and the pressure to convert sales is growing. Modern marketers have an armoury of tools ...

Every major shift in ad tech triggers a race for control. The rise of artificial intelligence is no different. This time, the prize is data. As AI becomes the foundation of ad targeting and ...

As we enter Q4, a traditionally busy time for food and beverage brands overall, the industry is wrestling with changes in consumer buying habits, particularly among the coveted Gen Z/Millenial ...

Join Kate as she talks with Dr. Cheryl Robinson, Founder, Creative Renegade Media and Contributor, Forbes, about definitions of success, the common thread among successful women, medical gaslighting ...

The Ski Resort Analogy Think of a streaming platform as a ski resort. The core business is clear: sell lift tickets (media) and deliver great snow (audience reach). It might be tempting to see ski ...

Contextual advertising once carried the reputation of being a backup plan. As third-party cookies faded from reliability, many saw contextual as a privacy-compliant substitute – safe, but hardly ...

Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, Co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring ...

The 99th Macy’s Thanksgiving Day Parade will be full of larger-than-life balloons, floats and balloonicles, but one float is making a splash for its extra small size. Goldfish is back with “The ...

The programmatic advertising industry is at war with itself. Prebid has unilaterally implemented bidder-specific Transaction IDs, claiming privacy protection. The IAB Tech Lab fired back, calling it a ...

The Q3 2025 IPA Bellwether Report arrives at a delicate time, as the market slowly regains its footing after a period of hesitance. There’s a palpable sense of cautious hope in the air, suggesting ...

In an era when advertisers are increasingly wary of appearing alongside hard news, the conversation around brand safety has never been more critical — or more misunderstood. Automated filters and ...

Marketers spend a lot of energy optimizing impressions that happen on couches and phones. But many commercial decisions—where to eat, what to try next, where to apply—are made out there, in motion. In ...