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»Brand Aware

Brand Transparency 2.0: Moving Beyond The Buzzword

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Despite criticism that it is just a marketing gimmick, brand transparency is more relevant and meaningful than ever. It is becoming fundamental to how companies engage with customers. By... Continue reading »
by AdExchanger // July 15th, 2019 //
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The Wrong Incentives Are Killing Your Marketing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. CEOs have complained for decades that half of marketing spend is wasted, and we don’t know which half. Despite the move to digital,... Continue reading »
by AdExchanger // June 3rd, 2019 //
»
Is First-Party Data Collateral Damage For Stricter Third-Party Privacy Policies?

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Sachin Puri, senior director and global head of performance marketing at StubHub. The cookie, the technology that powers the internet and digital advertising, has never faced such serious risk. The burgeoning concerns about user privacy and... Continue reading »
by AdExchanger // May 28th, 2019 //
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Marketers, Your CFO Is Your Ally, Not Your Enemy

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. Many marketers have chosen our profession because we love the creative aspect of our work. We worship the... Continue reading »
by AdExchanger // May 13th, 2019 //
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Don’t Lose The Human Touch When Using Marketing Automation Tools

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever. Ninety-eight... Continue reading »
by AdExchanger // April 8th, 2019 //
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Data Lessons From Walmart: What We Can All Learn From Retail

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Madelyn Mills, director of marketing platforms and analytics at Providence St. Joseph Health. Having worked in the healthcare industry for several years, it’s fair to say we’re facing turbulent times, with regulatory uncertainties, rising costs, declining... Continue reading »
by AdExchanger // April 1st, 2019 //
»
Your Money Is No Good Here: Why Brands Should Redirect Their Investment From Lookalikes

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Yannis Barros, senior associate, performance marketing, at M.Gemi. Innovation in audience generation helped build ecommerce brands from the ground up. Think back to when event pixels granted marketers the power to hit prospects similar to past... Continue reading »
by AdExchanger // March 18th, 2019 //
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What People Get Wrong About In-Housing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Josh Palau, vice president of media strategy and platforms at Bayer Consumer Health US. In-housing isn’t a fleeting trend or small blip on the radar. This is a new way of working that is critical to... Continue reading »
by AdExchanger // March 11th, 2019 //
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As AI Expands Across Advertising, Marketers Must Mitigate Unconscious Bias

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Anyone who has raised a child knows that along with the pride and joy of watching them mature comes the sinking disappointment of seeing your own faults reincarnated... Continue reading »
by AdExchanger // March 4th, 2019 //
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In-Housing Is Accelerating, But Brands Will Never Completely Quit Their Agencies

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global head of media at Electronic Arts.  Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its... Continue reading »
by AdExchanger // December 4th, 2018 //
»
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