#outcomes-based-advertising
#outcomes-based-advertising

How to know if a digital marketing agency is good

Quality marketing agencies provide dedicated representatives, prioritize human management over automation, and possess extensive marketing experience.

#advertising

fromwww.marketingdive.com

Marketing tech

How purchase data is redefining TV ad performance and driving revenue

Marketing tech

Go Figure: 3 big marketing numbers from March

Marketing tech

The Agentic Marketplace Is Here. Where Does That Leave DSPs and SSPs? | AdExchanger

Marketing tech

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

What AI disruption means for experimental ad budgets

Marketers are increasingly reallocating budgets towards experimental ad channels, including AI and retail media, to find new audiences and drive growth.

How purchase data is redefining TV ad performance and driving revenue

Advertisers must adopt modern strategies, including purchase-based segmentation, to effectively engage consumers in the evolving TV landscape.

fromwww.marketingdive.com

Go Figure: 3 big marketing numbers from March

The marketing industry is facing a potential slowdown, with significant dips in advertising revenue growth predicted for major platforms like Meta.

The Agentic Marketplace Is Here. Where Does That Leave DSPs and SSPs? | AdExchanger

Swivel and Olyzon's partnership creates a new ad buying model integrating buy-side and sell-side agents for enhanced campaign execution.

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

What AI disruption means for experimental ad budgets

Marketers are increasingly reallocating budgets towards experimental ad channels, including AI and retail media, to find new audiences and drive growth.

5 sales sequences that drive higher response rates

Cold emails have a 0.9% response rate; effective sales sequences require targeted, timely outreach with multiple touchpoints.

Podcast

fromRAIN News

New audio ad service seeks reach + relevance

StreamGuys launched SGcreative, an audio advertising service targeting the U.S. Hispanic market in partnership with Nueva Network.

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is expanding into public spaces, transforming how audiences engage with content outside the home.

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

Television

21 hours ago

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is expanding into public spaces, transforming how audiences engage with content outside the home.

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

Pruning The Mediavine; Shoppers Aren't Clicking Amazon's AI Ads | AdExchanger

Digital publishers face challenges due to AI and traffic changes, leading to layoffs and a focus on high-impact areas.

How Samsung Ads And Crumbl Got Their CTV Campaign To Perform Like Social | AdExchanger

Crumbl's success is driven by social media and its mobile app, which accounts for over 50% of sales.

Social media marketing

fromBenzinga

Socialtrait Launches Predictive Audience Simulation Platform

Behavioral Simulation AI aims to accurately model real human behaviors in social networks.

The B2B digital marketing playbook for growth on autopilot

Companies prioritizing marketing in their growth strategy experience significantly faster growth compared to those that do not.

MASTERCLASS: Why annual marketing plans are failing your business

Traditional annual marketing plans are ineffective in today's fast-paced market, leading to wasted resources and missed opportunities.

Growth hacking

The B2B digital marketing playbook for growth on autopilot

Companies prioritizing marketing in their growth strategy experience significantly faster growth compared to those that do not.

MASTERCLASS: Why annual marketing plans are failing your business

Traditional annual marketing plans are ineffective in today's fast-paced market, leading to wasted resources and missed opportunities.

more#marketing-strategy

How Website Traffic Data and Metrics Can Inform Effective Content Strategy

Website traffic checkers enhance content strategy by revealing audience engagement and competitive positioning.

fromThe Berkshire Eagle

20 hours ago

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

High stakes, big budgets: How brands are navigating a massive sports year

Brands are prioritizing long-term partnerships over costly live sports advertising due to economic uncertainties and high costs of ad placements.

Podcast

Why digital audio is a must-have for your retail media plan | MarTech

Digital audio is becoming a crucial advertising channel, reflecting changing consumer behavior and offering significant opportunities for targeted marketing.

Growth hacking

fromEntrepreneur

Why Referral Programs Fail - and How to Build One That Works

Most small businesses lack a structured referral system, leading to passive and unpredictable growth despite referrals being a key driver.

Basis Wants To Help Marketers Bring Agentic AI Into Media Planning | AdExchanger

Basis launched Compass to simplify campaign planning without replacing human input.

fromInc

The 'Swim Lane' Strategy: How the Best Marketers Are Using AI to Beat the Competition

Hyper-specialization in marketing allows for tailored messaging to specific customer segments, enhancing competitive advantage and engagement.

#performance-marketing

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

Your most efficient campaigns might be limiting your growth | MarTech

Over-optimization in performance marketing can cap growth despite improved efficiency metrics.

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

Online marketing

Performance marketing: do you know your PPC from your CTR?

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

Your most efficient campaigns might be limiting your growth | MarTech

Over-optimization in performance marketing can cap growth despite improved efficiency metrics.

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

more#performance-marketing

Online marketing

Performance marketing: do you know your PPC from your CTR?

fromeLearning Industry

How To Build A Full-Funnel Marketing Strategy That Attracts Enterprise Buyers

Enterprise buyers require a unique full-funnel marketing strategy due to complex decision-making processes and longer sales cycles.

Sales email subject lines that actually convert

Email subject lines significantly impact open rates, with 64% of recipients deciding to open based on them alone.

fromGeeky Gadgets

Build a Fully Automated AI Marketing Team Using Claude

AI tools like Claude AI automate marketing tasks, optimize workflows, and enhance productivity for modern marketing teams.

Boathouse's New Chief Strategy Officer Says It's Time For Agencies To Take The Reins Of Measurement | AdExchanger

Sonia Chung emphasizes the need for agencies to develop their own data infrastructures to reduce dependency on major tech platforms.

What happens when ad spend goes wrong | MarTech

Account ownership in advertising is primarily about financial logistics, risk, and legal responsibility, not just control.

fromMakeUseOf

No, it's not your microphone - this is how advertisers know what you want

Advertisers use data from your online behavior, not microphone recordings, to deliver targeted ads accurately.

How AI Is Reshaping The Marketing Scientist Role | AdExchanger

Marketing scientists now translate data into meaningful insights, bridging the gap between AI analysis and human interpretation.

fromSearch Engine Roundtable

Google Ads Performance Max Asset Group Theming

Google Ads introduces asset group theming for Performance Max campaigns, enabling quick creation of themed ad variations using AI.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

22 hours ago

From Streaming To AI: Agency Leaders' Next Big Media Bets

Streaming platform consolidation is reshaping agency strategies, emphasizing precision and adaptability in targeting consumer attention.

#marketing

Marketing

Why Understanding Moments Matters More Than Reach

fromFast Company

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

Marketing tech

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Why Understanding Moments Matters More Than Reach

Marketers should focus on connecting brands to cultural moments rather than just measuring reach and impressions.

fromFast Company

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

#programmatic-advertising

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Cody Plofker values discovering ineffective marketing channels to optimize strategies, contrasting with typical marketers who struggle with measurement confusion.

more#marketing

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

Marketing tech

Programmatic's Next Era: Clarity Is The New Currency | AdExchanger

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

more#programmatic-advertising

Marketing tech

Programmatic's Next Era: Clarity Is The New Currency | AdExchanger

fromSocial Media Examiner

Ad Creative Strategy: The Easy Way to Improve Facebook and Instagram ROAS : Social Media Examiner

Creative strategy is essential for effective Facebook and Instagram ads, focusing on the right messages and formats to engage audiences.

fromHubspot

Brand optimization: What it is and why your AI visibility depends on it

Brand optimization enhances brand perception and experience through consistent, iterative improvements without a complete rebranding.

Martech stacks are holding back sales and marketing teams | MarTech

Sales and marketing alignment remains a challenge, with only 56% of GTM professionals reporting high alignment in their organizations.

After The Trade Desk's audit row, rivals rush to pitch features and transparency chops

Transparency crises in ad tech prompt competitors to pitch their services, but buyers remain skeptical and focused on value over transparency claims.

fromExchangewire

Attekmi's Roman Vrublivskyi on Ad Tech Trends, Ad Strategy, and AI - ExchangeWire.com

First-party data and AI are crucial trends shaping ad tech strategies in 2026.

The Media Spend Skim | AdExchanger

Agencies are increasingly using principal-based buying, leading to disputes over fee structures and the emergence of AI-driven sell-side agents in ad tech.

After The Trade Desk's audit row, rivals rush to pitch features and transparency chops

Transparency crises in ad tech prompt competitors to pitch their services, but buyers remain skeptical and focused on value over transparency claims.

fromExchangewire

Attekmi's Roman Vrublivskyi on Ad Tech Trends, Ad Strategy, and AI - ExchangeWire.com

First-party data and AI are crucial trends shaping ad tech strategies in 2026.

The Media Spend Skim | AdExchanger

Agencies are increasingly using principal-based buying, leading to disputes over fee structures and the emergence of AI-driven sell-side agents in ad tech.

Misleading Marketing Metrics: Are Your Reports Inaccurate?

Traditional marketing metrics are outdated and do not accurately reflect business growth or marketing impact.

Beyond likes and impressions: How measurement is unlocking the power of influencer marketing

Influencer marketing has evolved into a key component of long-term brand strategies, emphasizing the importance of measurement for campaign effectiveness.

Future of Marketing Briefing: Horizon Media is building a platform to orchestrate ad tech from a single command center

Horizon Media is developing an orchestration and intelligence layer to integrate various media marketplace partners into a central command center.

fromInc

The Marketing Metrics Leaders Ignore-Until They Have to Pay for Them

Labeling social media metrics as 'vanity' undermines their value and can cost companies significantly.

Spotify's ad exchange grew its programmatic ad base, but buyers want more

Spotify's ad exchange significantly increased its programmatic advertiser base, achieving 222% growth in active advertisers since its launch.

Programmatic Video's Waste Problem Is A Growth Lever - If We Choose To Pull It | AdExchanger

Programmatic video spend suffers 20-30% loss due to misrepresentation and low-quality inventory, impacting ad revenue and high-quality content.

Influencer agency adopts brand lift metrics across campaigns to address measurement challenges

Influencer agency mandates Brand Lift studies across campaigns to provide measurable, comparable impact metrics against traditional media channels.

Publishers see double-digit growth from TTD's OpenPath, but volatility remains

OpenPath revenue remains strong for publishers, with some experiencing double-digit CPM growth, prompting trials of OpenAds despite temporary bid duplication allowances.

The Trade Desk shakes up Identity Alliance payouts, with a new focus on incrementality

The Trade Desk is shifting to an incrementality-based payment model for identity partners, rewarding unique data contributions over volume.

Ad Tech Briefing: Criteo makes self-serve push with GO, targeting SMB growth

Criteo launches self-service capabilities for its GO platform, targeting small and mid-sized advertisers to compete with Amazon and Google.

AI Is Deciding What Your Customers See - Most Brands Haven't Caught Up

AI agents are transforming e-commerce, projected to account for 25% of global sales by 2030, shifting traditional consumer engagement models.

fromFortune

AI agents are already driving 10% of revenue for some brands. Is yours invisible to them? | Fortune

Agentic commerce allows AI agents to autonomously handle the entire shopping journey, transforming e-commerce and driving significant retail revenue growth.

AI Is Deciding What Your Customers See - Most Brands Haven't Caught Up

AI agents are transforming e-commerce, projected to account for 25% of global sales by 2030, shifting traditional consumer engagement models.

fromFortune

AI agents are already driving 10% of revenue for some brands. Is yours invisible to them? | Fortune

Agentic commerce allows AI agents to autonomously handle the entire shopping journey, transforming e-commerce and driving significant retail revenue growth.

more#agentic-commerce

Retail Media's Measurement Problem Is A Trust Problem - And Incrementality Is The Way Forward | AdExchanger

Retail media's growth is hindered by inconsistent measurement of incremental performance, complicating budget decisions for advertisers.

fromHarvard Business Review

A Better Strategy for Location-Based Advertising

Consumers prefer personalized ads, with location data becoming a key factor in targeted advertising.

fromEMARKETER

Brands want personalization at scale, but their data stack keeps getting in the way

Limited platform integration is the top barrier to personalization for 42% of brand marketers and 47% of agency marketers in North America.

fromExchangewire

PubMatic & Amnet Launch the First Agentic Advertising Campaign in France Using the Claude LLM

PubMatic launches the first Agentic advertising campaign in France, utilizing AI for rapid campaign activation and optimization.

Pinterest bets measurement and SMBs will boost performance revenue

Pinterest is focusing on measurement to attract more small-to-medium business advertising spend amid competition and ad spending cutbacks.

fromAccounting Today

Growth as infrastructure: Rethinking marketing's role in firm strategy

The operating model that ensured success for firms in the past two decades is inadequate for future sustainability.

When attribution stands in for accountability | MarTech

Attribution models measure activity but don't establish accountability, and over-reliance on them undermines marketing credibility with leadership.

AI Perfectionism Is Slowing Marketing Down. Decision Velocity Is The New Advantage | AdExchanger

Marketers face decision paralysis due to overwhelming AI options, risking inaction rather than choosing imperfect solutions.

AI Media Is Already Here. Here's What Marketers Need to Know | AdExchanger

AI media is transforming advertising strategies as consumers increasingly use AI platforms for product research and decision-making.

The One Metric That Tells Clients Whether Their Marketing Is Working

Client expansion over time is the most honest metric of whether marketing work truly benefits a business, reflecting confidence and trust rather than short-term performance metrics.

#marketing-measurement

Marketers Want Better ROI Proof, But Lack The Tools

Marketing measurement confidence is declining despite increased data availability, with over half of marketers reporting no year-over-year improvement and internal stakeholders increasingly questioning metrics.

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

Marketers must adopt deterministic-first measurement systems combining experiments, marketing mix modeling, and multitouch attribution to establish ground truth and optimize ROI in a post-identifier era.

Marketing tech

Struggling with marketing measurement? You're not alone. | MarTech

Marketers Want Better ROI Proof, But Lack The Tools

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

more#marketing-measurement

Marketing tech

Struggling with marketing measurement? You're not alone. | MarTech

Optimization Isn't A Growth Strategy: The Decisions Behind Marketing Metrics

Marketing dashboards show strong performance metrics while actual business growth stagnates because optimization systems reward observable signals rather than true incremental demand generation.

What Does A Beta Test Of A Sell-Side Agent Look Like? | AdExchanger

Publishers are adopting agentic AI to deploy sales agents that autonomously negotiate and optimize ad inventory sales in real-time auctions on their behalf.

Multiply's Self-Learning AI-Powered Online Ads Rewire Advertising

Multiply raised $9.5 million to develop self-learning advertising that continuously updates B2B marketing campaigns using internal company data and AI-driven optimization.

Maximizing ROI with AI-driven paid advertising

AI-driven paid advertising uses machine learning to automatically optimize bids, targeting, and campaign performance, enabling advertisers to maximize ROI at scale while reducing wasted spend and freeing time for strategic decisions.

To Succeed With Paid Media, This Indie Agency Advises Nailing Organic First | AdExchanger

LV8 integrates content creation and paid media as inseparable disciplines, using high-performing organic content to amplify paid campaigns and gain deeper platform insights.

fromGeeky Gadgets

How to Create Adverts That Convert : Tracking, Trials & Iteration in 2026

Effective app advertising balances short-term investment with data collection to refine strategies and maximize long-term ROI through platform-specific targeting and conversion optimization.

Why Smart Marketers Look Beyond The Leading Platforms To Deliver Outcomes | AdExchanger

Diversifying marketing spend beyond Google and Meta into independent app ecosystems improves acquisition costs and ROAS and restores control for agencies optimizing long-term outcomes.

3 weeks ago

The Missed Opportunity In Performance TV: Long-Term Brand-Building | AdExchanger

TV's shift to digital enables precise short-term performance measurement, but overemphasis on immediate results undermines its strength as a brand-building channel requiring balanced long-term strategy.

fromPractical Ecommerce

3 weeks ago

The AI Attribution Blind Spot

AI assistants are becoming a primary product discovery channel, creating an attribution blind spot where retailers cannot measure AI's influence on purchases.

Is your ad campaign garbage? Read this

OOH advertising can be effective when executed thoughtfully, with clear purpose, targeted creative, and cross-channel integration; otherwise media buys risk being 'garbage'.

Advertisers turn to performance-based remuneration for ad agencies

Marketers increasingly adopt performance-based remuneration with agencies to boost value, transparency, and alignment; output-based fees as main contracts rose to 28%.

fromInc

Paid Does Not Equal Ineffective

Brands should use high-quality sponsored content and invest in AI visibility to shape presence, because earned coverage alone is slow and insufficient.

Why smarter media allocation - not bigger budgets - is driving better reach

Reallocating portions of TV budgets into podcast advertising can cost-neutrally increase incremental reach and engagement among high-value, younger audiences.

How to build the perfect marketing strategy for your clients

With digital trends accelerating, it's more important than ever that marketers know how to build strong, data-driven marketing strategies. Data-driven marketing is a type of marketing strategy that is based on using consumer information to develop and optimize marketing campaigns and messaging. It is extremely impactful because marketing efforts are based on online trends and are specifically tailored to the organization's target audience.

Marketing

Why your affiliate program needs to be marketed like a brand

If you do not get laser focussed on this right now, you run the risk of having marketing activity that drifts loose with no real purpose. You need to base everything you do to promote and acquire new affiliate partners around three clear principles: Why You - Why do you want to work with that affiliate in particular? Why Me - Why are you the right program or affiliate manager for that affiliate?

5 High-Impact Marketing Audits To Improve Your Brand's Performance

Regular objective marketing audits reveal root-system issues, benchmark performance, and align strategy to accelerate sustainable growth and improve marketing effectiveness.

From Avoiding Bad Ads To Demanding ROI | AdExchanger

We view media quality as an engine for growth. What we hear consistently from brands is, 'Prove to us that media quality drives higher ROI and higher efficiency.' Advertisers increasingly demand verification providers demonstrate concrete performance improvements from premium placements rather than simply protecting against brand safety risks.

Marketing tech