performance marketing

Pinterest reported $1.2 billion in Q4 revenue, an 18% year over year increase – and its first-ever billion-dollar quarter.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

Reddit COO Jen Wong shares how the company is banking on AI to push its conversation-driven performance marketing platform forward.

Two startups team up to help brands target TV viewers based on what – and where – they buy. Meanwhile, TikTok remains in will-they-won’t-they purgatory.

A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Dividing brand and performance makes sense as long as the two sides collaborate closely, says Jennifer Burch, Hasbro’s senior director of global media.

Angela Zepeda is the former CMO of Hyundai Motor America – but not because she’s leaving the brand. She’s Hyundai’s newly-minted chief creative officer. Hyundai recently restructured its marketing department to split the CMO role into two jobs: creative and performance.

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.”

Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

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.

Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.

No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]

Is the programmatic advertising industry in a rut? Maybe just call it a midlife crisis, says JiYoung Kim, president for North America at GroupM Nexus, because there are bright spots – namely, retail media.

AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.

Performance marketing is more effective when it’s woven into a broader strategy that also includes branding efforts, according to Ally Financial CMO Andrea Brimmer.

True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.

Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.

Independent performance agency Tinuiti is making a bigger push into social with the acquisition of growth marketing shop Ampush on Tuesday.

In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.

In October, Anagram spun off from programmatic platform Digilant and relaunched as a full-service media agency. Since then, it’s set its sights on serving the little guys: midmarket brands.

Recently, when The North Face ran an RFP for a programmatic buying agency, it went with WITHIN, which also happens to be the performance agency that won its creative services RFP earlier this year. The agency restructuring reflects a broader change for The North Face’s marketing, says media VP Bethany Evans.

Performance marketing is a CFO’s dream – it drives measurable growth for every dollar spent. That’s why it’s absolutely essential in an unstable economic climate, writes Sean Popen, EVP at Matterkind.

Turns out 2022 was a bad year to merge two large media companies into one massive media company. Both Dotdash and Meredith experienced headwinds throughout the year. Traffic was soft compared with the rise in consumption during the pandemic, and the digital advertising market was unexpectedly weak. And next year isn’t looking rosy.

If you’re a marketer who wants to hear a comforting bedtime story about how brand marketing will endure during the impending recession, you’re not going to get it from Sir Martin Sorrell. The conventional thinking goes that if companies maintain their investment in brand marketing to stay top-of-mind, even when the going gets tough, they’ll be […]