Bayer

Innovid’s new open orchestration layer aims to connect data and tech throughout the advertising process, breaking down fragmentation and silos.

Bringing media buying in-house is “chaotic and disruptive” – but totally worth it, according to Glenniss Richards, Bayer’s senior director of digital media.

Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.

Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.

Martech holding company The Brandtech Group acquired Pencil, a generative AI platform for ads, on Thursday.

As COVID-19 cases spike across America, the joyous reopening is on pause. (Unless you’re Disney World, because apparently the virus has no effect on the land of enchantment and childhood dreams.) But having gone through the initial shutdown in March, brands are more prepared this time around. They’re pulling back on some of the more […]

It never ends. COVID-19 outbreaks and lockdowns of varying degrees in states such as Texas, Florida, Arizona and California mean advertisers must once again adapt their strategies. After pausing media spend in March and April, advertisers tentatively returned in late May. But the rise of coronavirus cases in more than 30 states means they’re accelerating […]

Add Bayer to the list of brands pausing paid media on Facebook for the month of July. The consumer health and pharma giant confirmed the pause with AdExchanger, but declined to share details on whether the move is directly connected to the broader Facebook boycott spearheaded by civil rights groups such as Color of Change, […]

Really though, does a pharma company like Bayer even need to advertise during a global pandemic? Actually, yes, says Bayer’s head of media in North America Josh Palau. “Right now, consumers are so in need of the products we make that anything we can do to make sure we’re front and center to get what […]

Throw a brick and you’ll hit a 2020 marketing prognosticator, but in a way there’s only one cohort whose predictions matter in this industry: the marketer, who sets strategy and writes all the checks. So we asked six leading brand marketers the following question: “What will be the biggest challenge and opportunity for marketers in […]