Marketing Dive

JUNE 12, 2025

Editors picks Courtesy of Gap Deep Dive 7 top campaigns from 2024 and the tactics that drove success These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less. 3, 2024 Michael M. 3, 2024 Michael M. © 2025 TechTarget, Inc.

Food 90

Food Cookies Pop-Up ROI 90

Marketing Dive

JUNE 4, 2025

Editors picks Courtesy of CeraVe Deep Dive 6 campaigns that signaled a creative resurgence in H1 2024 As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack. By Chris Kelly • Dec. By Chris Kelly • Dec. By Chris Kelly • Dec. or its subsidiaries.

Pop-Up 98

Pop-Up Retail Agency ROI 98

Marketing Dive

JUNE 9, 2025

Sprite, which is owned by The Coca-Cola Company, included both younger and older basketball players when it relaunched its iconic “ Obey Your Thirst ” campaign in 2024. By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies.

Cookies 84

Cookies Retail Agency ROI 84

Marketing Dive

JUNE 30, 2025

In 2024, the average cost of a wedding was $33,000. off a billionaire’s tag.” In late 2024, JCPenney named Marisa Thalberg as consulting CMO , bringing in an executive who built a reputation for helping legacy brands like Taco Bell and Lowe’s refresh their marketing, amid efforts to turn the brand around in the face of revenue declines.

Retail 97

Retail Agency Ad Tech CPM 97

Marketing Dive

JUNE 5, 2025

Valentin Russanov) via Getty Images Dive Brief: WPP Media launched Open Intelligence June 3, claiming it is the industry’s first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences, according to information shared with Marketing Dive. WPP saw a Q1 2025 revenue of $4.3 billion (£3.2

Media 72

Media Cookies Agency Retail 72

Marketing Dive

JULY 1, 2025

The reel breaks during the climatic battle between Obi-Wan Kenobi and Darth Vader, a moment that initially feels disappointing before two people dressed as the Jedi hero and his mentee-turned-archnemesis complete the duel, inspiring others in the audience to reenact key scenes from the series. © 2025 TechTarget, Inc.

Cookies 92

Cookies Agency Ad Tech CPM 92

Marketing Dive

JUNE 16, 2025

It helps brands build more complete audience profiles, extend reach and resolve identities in a fragmented ecosystem—especially as traditional identifiers like third-party cookies decline in relevance. By Peter Adams and Jessica Deyo • July 10, 2024 Keep up with the story.

Retail 64

Retail Ad Tech ROI Agency 64

Marketing Dive

JUNE 5, 2025

A new analytics platform called TikTok Market Scope allows advertisers to better understand and activate audiences across every stage of the funnel. By Chris Kelly • July 23, 2024 Permission granted by Captain Morgan Marketers are moving at the speed of culture — but can they define it? © 2025 TechTarget, Inc.

Advertising 94

Advertising Cookies Ad Tech Retail 94

Marketing Dive

JULY 2, 2025

Editors picks Courtesy of CeraVe Deep Dive 6 campaigns that signaled a creative resurgence in H1 2024 As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack. © 2025 TechTarget, Inc. or its subsidiaries.

Cookies 70

Cookies Ad Tech Retail Agency 70

Mediavine

JUNE 17, 2024

As the 2024 election creeps closer, it feels like you can’t escape it. Not in 2024. Political advertising is no different; if a user sees an ad for a specific candidate, it’s likely that candidate’s campaign has identified that user as a good audience for it. “As “Let’s talk about politics.” But hear us out.

Advertising 97

Advertising CPM Cookies Impressions 97

Single Grain

NOVEMBER 14, 2023

The lower entry barriers provided by these cost-effective ad networks means you can fine tune your advertising approach and identify what resonates best with your audience before going all-in with your PPC ads. Bing Ads run on three search engines: As well as tapping into Bing’s own audience, your ads can also run on Yahoo!

Ad network 98

Ad network Conversion CPC CPM 98

Single Grain

DECEMBER 8, 2023

Sources: LinkedIn , Google , Facebook CPC , Facebook CPM The table above shows the average Cost per Click (CPC) and average cost per 1,000 impressions, known as the Cost Per Mille (CPM). Choosing your objective first means that all the decisions you make about the type of ad, the audience, the budget, etc.

CPC 105

CPC Conversion Conversion Rate Audience 105

Marketing Dive

JUNE 25, 2025

Gomez joined Fabletics in April 2024 as senior vice president of brand marketing and fills a chief marketer role that’s been vacant since Ilona Aman left for Athleta in December 2023. She’s been in the new role since May. Gomez previously spent 11 years at California footwear brand Vans in various senior marketing and brand management roles.

Marketing 80

Marketing Cookies Agency Ad Tech 80

PubMatic

OCTOBER 5, 2023

Before you know it 2024 will be at our doorstep. Twas nearly election season and all through the house – With the 2024 primaries nearly upon us, there’s no better time for US publishers to get ready to capture additional revenue from what’s predicted to be the highest political ad spend year on digital to date.

CPM 119

CPM Cookies Ad Inventory Video Ads 119

Marketing Dive

JUNE 5, 2025

Editors picks Courtesy of CeraVe Deep Dive 6 campaigns that signaled a creative resurgence in H1 2024 As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack. By Chris Kelly • Dec. By Chris Kelly • Dec. By Chris Kelly • Dec. or its subsidiaries.

Agency 78

Agency Retail ROI Ad Tech 78

Martech

JUNE 7, 2024

Take our brief 2024 MarTech Replacement Survey Brand Recommendations What it does. adjust CPM/CPV bids and budgets for flighted campaigns) Keywords and targeting (e.g. opt into audience expansion, remove contextual targeting) Measurement (e.g. Are you getting the most from your stack?

CPM 122

CPM Marketing Education MarTech 122

Marketing Dive

JUNE 12, 2025

The brand aired its first national Super Bowl ad in 2024 and later that year teamed with Jameela Jamil for a “Peculiar Behavior” campaign that casts the British activist and actress as a binocular-touting anthropologist who analyzes the behavior of E.l.f. 3, 2024 Michael M. 3, 2024 Michael M. Recommended Reading How E.l.f.

Cookies 67

Cookies Pop-Up ROI Retail 67

Marketing Dive

JUNE 12, 2025

Editors picks Courtesy of Gap Deep Dive 7 top campaigns from 2024 and the tactics that drove success These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less. 3, 2024 Michael M. 3, 2024 Michael M. © 2025 TechTarget, Inc.

Cookies 67

Cookies ROI Retail Agency 67

Marketing Dive

JUNE 30, 2025

Target on Monday unveiled two new campaigns targeted at different back-to-school audiences, Marketing Dive can exclusively share, aligning with the approach the big-box store has adopted around big sales windows as it tries to hone personalization. By Chris Kelly • July 23, 2024 Keep up with the story. © 2025 TechTarget, Inc.

Marketing 59

Marketing Retail Cookies Agency 59

Marketing Dive

JULY 7, 2025

By Peter Adams • April 3, 2025 Courtesy of CeraVe Deep Dive 6 campaigns that signaled a creative resurgence in H1 2024 As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack. © 2025 TechTarget, Inc. or its subsidiaries.

Fashion 69

Fashion Pop-Up Agency Ad Tech 69

Marketing Dive

JUNE 25, 2025

The partnership could help both Buffalo Wild Wings and Heinz build awareness with a wider audience while aligning nicely with the restaurant chain’s own marketing strategy , which often embraces pop culture. While supplies last, consumers can score a free bottle of the product by ordering a beef menu item for dine-in at the chain.

Pop-Up 79

Pop-Up Cookies Agency Ad Tech 79

Marketing Dive

JUNE 26, 2025

By Chris Kelly • July 23, 2024 Slaven Vlasic via Getty Images Deep Dive 5 years of media evolution provide few answers to brands’ chaotic 2025 Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions. © 2025 TechTarget, Inc. or its subsidiaries.

Electronics 68

Electronics Cookies Agency Ad Tech 68

Ad Monsters

SEPTEMBER 18, 2024

From leveraging retailer-specific insights to advanced audience targeting and data transparency, here’s what brands and agencies need to consider to achieve meaningful business outcomes in an increasingly competitive market. billion in 2024, growing 26% year-over-year, retail media will make up 21.8% of total US media ad spend by 2027.

Retail 105

Retail Media CPM CPC 105

PubMatic

JUNE 21, 2024

In 2024, the average U.S. For example: Amazon Prime Video introduced ads in 2024 , a “disruptive force” expected to generate more than $3 billion in its first year. Kroger linked up with Disney “to share first-party behavioral data for targeting streaming audiences and measuring results, including sales and conversions by household.”

Media 111

Media CPM Retail Conversion Rate 111

Ad Monsters

MAY 16, 2024

A recent study unveiled by GSTV, the network that programs gas station screens, at the 2024 IAB NewFronts conference highlights GSTV’s prowess in capturing viewer attention, surpassing digital, CTV, and linear television platforms. Brands struggle to connect with concentrated audiences.

Viewability 116

Viewability Impressions CPM Audience 116

VideoWeek

FEBRUARY 21, 2024

But in 2024, the addressable CTV inventory landscape is growing exponentially. How do we also cater the growing number of data-savvy programmatic-first ad buyers that also want to target streaming audiences? What impact does optimising CTV ad breaks to increase yield have on streaming audiences?

Ad Server 135

Ad Server CPM Audience Advertising 135

Marketing Dive

JUNE 9, 2025

By Chris Kelly • April 23, 2025 Courtesy of Ocean Spray Deep Dive Why marketers keep refreshing brands instead of betting on splashy ads The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing. © 2025 TechTarget, Inc. or its subsidiaries.

Agency 70

Agency Cookies Retail ROI 70

PubMatic

OCTOBER 15, 2024

What’s even more exciting is that this partnership enhances monetization opportunities for developers and ensures that advertisers reach targeted audiences through premium inventory with unmatched transparency and efficiency. This shift to performance-driven brand advertisers diversifies essential revenue streams for mobile app developers.

Fill rate 116

Fill rate CPM Ad Tech ROI 116

Ad Monsters

NOVEMBER 2, 2022

Google keeps promising to follow suit, but now their cookie deprecation is delayed until 2024. . Publishers and advertisers are concerned that going cookieless will make it harder to reach their audiences and hinder their revenue growth. For publishers, the major concern is whether their CPMs will tank. The CPM does not falter.

Cookies 97

Cookies CPM Food Ad Tech 97

Marketing Dive

JUNE 3, 2025

Brands are taking note of the change in perspective, with 21% of marketing executives indicating they have no plan to align marketing efforts with social issues , up five points from 2024, according to a 2025 report on brand safety from Advertiser Perceptions. By Chris Kelly • July 23, 2024 Keep up with the story.

Cookies 58

Cookies Retail Agency ROI 58

MNTN

SEPTEMBER 30, 2024

As of 2024, Netflix has over 269 million paid subscribers globally. Unlike traditional television, Netflix supports the creation of custom audiences. This ensures your ads reach the most relevant audience and helps prevent ad waste. It’s where you’ll go to set up campaigns, select target audiences, and upload creative assets.

Advertising 52

Advertising Marketing CPM Audience 52

MNTN

SEPTEMBER 30, 2024

As of 2024, Netflix has over 269 million paid subscribers globally. Unlike traditional television, Netflix supports the creation of custom audiences. This ensures your ads reach the most relevant audience and helps prevent ad waste. It’s where you’ll go to set up campaigns, select target audiences, and upload creative assets.

Advertising 52

Advertising Marketing CPM Audience 52

Marketing Dive

JUNE 25, 2025

By Chris Kelly • July 23, 2024 Courtesy of Levi's Deep Dive Nostalgia-washing: How brands can look back without getting hung up to dry As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections. 10, 2024 Keep up with the story.

Cookies 59

Cookies Retail Agency Ad Tech 59

Marketing Dive

JULY 7, 2025

By Chris Kelly • April 24, 2024 Latest in Brand Strategy Unilever debuts AI-driven design unit to wean brands off TV-first model By Peter Adams Can Lululemon make a federal case out of ‘dupe culture’? © 2025 TechTarget, Inc. or its subsidiaries.

Cookies 55

Cookies Fashion Agency Ad Tech 55

Marketing Dive

JULY 7, 2025

By Chris Kelly • April 24, 2024 Latest in Agencies Dentsu, GeekOut, Kodansha team up to drive Roblox creator opportunities By Aaron Baar Unilever debuts AI-driven design unit to wean brands off TV-first model By Peter Adams DoubleVerify, IAS develop attention measurement solutions for Snap By Aaron Baar Will AI ‘completely rewire’ loyalty programs?

Cookies 54

Cookies Entertainment Click Through Rate Agency 54

Ad Monsters

JULY 30, 2024

Political advertisers are forecasted to spend over $12 billion across all channels during the 2024 election cycle, marking the highest spend in U.S. Here are the risks you need to watch out for and how to handle them: Lower CPMs: Bid shading typically results in lower cost-per-thousand impressions (CPMs).

Header Bidding 111

Header Bidding Impressions Ad Inventory Fill rate 111

Basis

MARCH 22, 2023

Could 2024 see the same rate of growth in CTV ad spending? And as ad targeting restrictions based on consumer privacy begin taking effect (on top of Google deprecating third-party cookies in Chrome in 2024), common tactics to identify voters could be constrained. Other formats should be monitored, especially audio.

Advertising 98

Advertising Impressions CPM Cookies 98