In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
In the past couple of weeks, many of the world’s biggest CPG and grocery store brands have reported their latest earnings. One thing is clear: CPG brands are under pressure by retailers to squeeze their margins, lower prices and spend more on ads.
The FTC is ordering data from eight companies, which Commissioner Lina Khan describes as part of a “shadowy ecosystem of pricing middlemen,” in pursuit of visibility into “surveillance pricing.”
For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.
Academy Sports and Outdoors, a sporting goods chain founded in 1938, is trying to get trendy.
Incrementality is a retail media term for attribution. It’s the attempt to measure the actual contribution of advertising to a business’ bottom line. But in a market where everything old is new and everything new has been done a thousand times, it’s important to focus on other kinds of incremental gains.
This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
In today’s newsletter: Ad blocking is getting integrated into web browsers; why Reddit needs to diversify its advertiser base; and how big media’s affiliate marketing tactics crowd specialist publishers out of search.
