brand advertising

A peek into fintech app Betterment’s nimble growth marketing strategy amid tariffs turbluence, with CMO Kim Rosenblum.

Now that Teads and Outbrain are one, the vision, explained CEO David Kostman when the deal was first announced, is to become an “end-to-end, full-funnel platform for the open internet.” But what does that mean in plain English?

Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.

Intel’s ambitious new brand strategy is no chip shot. Primarily known since the 1990s as “the computer inside,” the microprocessor manufacturer aims to break out of the box with a campaign that “stops focusing on where we are and starts focusing on why we are,” said Penny Baldwin, VP and GM of global brand management […]

Two years ago, Dairy Queen was spending about $200,000 a year on research. Today, the brand spends upwards of $1 million to mine consumer insights. “Previously, a lot was done based on emotion,” said Barry Westrum, EVP of marketing at American Dairy Queen Corp. “Now, decisions are backed with data.” Historically, Dairy Queen is a […]

Spotify is getting into the local ad game, courting brands with a platform that helps advertisers geotarget audiences in the US. The music streaming service will debut its Spot Radio Platform for brands on Jan. 1. The tool is backboned by Triton Digital, a marketing service to the media industry and a tech provider whose […]

“The Sell-Sider” is a column written by the sell-side of the digital media community. Rajeev Goel is CEO of PubMatic, a publisher yield optimization company. With the development of so many sophisticated technical solutions to help online publishers minimize the risk of running malware and ads delivered to the wrong person at the wrong time […]

Last Friday, [x+1] announced a new partnership with Knowledge Networks’ KN Dimestore and a “tool that allows marketers to enhance online ad campaign performance by adjusting offers and media on the fly based on real-time consumer feedback.” Read the release. [x+1] CEO John Nardone discussed the new tool and how it works. AdExchanger.com: Can you […]

Carnet Williams is CEO and Co-Founder of Sprout, a brand engagement ad platform. AdExchanger.com: Let’s start with the name – how does “Sprout” mesh with what you’re doing today? And, what problem is Sprout solving and how does this play out with your announcement about Disney? CW: The display advertising business is still incredibly young. […]

“the executioner” opinion expressed below is written by Natalie DiBerto, Lead, Account Services, ATOM, at Razorfish. Advertisers often feel their brand is their most valuable asset and spend lots of time, effort and money to build and maintain it. Of course an advertiser would know their audience, right? Right, but the real question is if […]