Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Snapchat probably isn’t the first thing you think of when you hear “CRM,” but Snap is trying to change that.
Late last year, Morning Brew hired Sara Badler, a longtime programmatic advertising executive, as CCO. But the publisher, which built its business on direct, isn’t planning to change its approach to monetization.
In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.
If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
Snapchat’s user base is broader than it often gets credit for, says Patrick Harris, who joined Snap to lead partnerships in May after nearly 12 years in executive roles at Meta.
Finding new customers is hard work. The online adult retailer Adam and Eve is tapping into machine learning to help.
Snap is embracing direct response advertising with both arms. It’s been launching performance-focused ad products for Snapchat at a regular clip over the past couple of years, and on Thursday it added a few key new features to its app ads toolkit. Performance advertisers on Snapchat can now optimize for installs directly from Lenses, implement […]
The direct response advertising that’s proven itself to be a resilient mainstay for other platforms during COVID-19 remains elusive for Twitter. But that’s not for a lack of trying. Twitter completed the long-promised rebuild of its ad server in the second quarter and is making progress on accelerating its performance ads road map, CEO Jack […]
