Tag: Audience Development

  • What every marketer needs to know about programmatic advertising

    What every marketer needs to know about programmatic advertising

    This year programmatic digital display ad spending will hit $115.23 billion, and more than 90% of all digital display ad dollars will transact programmatically, according to eMarketer. Why? Because it can deliver everything traditional media ad buying can’t and more. Traditional media ads can’t measure the true ROI of media campaigns in real-time. They don’t…

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  • Getting started with Google Analytics 4: Redefine success

    Getting started with Google Analytics 4: Redefine success

    The arrival of Google Analytics 4 has people understandably nervous. Using its increased capabilities means learning new processes and thinking about things in new ways. We’re here to help. Working with Colleen Harris, head of business intelligence and reporting strategy at Sincro, we’ve put together a multi-part guide to getting started with GA4. The big…

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  • When politics ignores marketing: A cautionary tale

    When politics ignores marketing: A cautionary tale

    A recent story from the world of politics is a great illustration of the need for martech expertise. Although this is about one party, I’m going to refer to them as Party Y because the lesson is universal.  Early last year Sen. John Doe was picked to head the campaign arm of Party Y’s National…

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  • Why we care about retail media networks

    Why we care about retail media networks

    Retail media networks are a hot new thing that’s been around for decades. Its roots go back to brands putting ads on store end caps and paying for placement in retailers’ weekly fliers. But, like everything else in marketing, digital took it into a whole different realm. Simply put, these networks are a platform which…

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  • What are diversity, equity and inclusion, and why marketers need them

    What are diversity, equity and inclusion, and why marketers need them

    Diversity at all levels of a company is a major indicator of company success and productivity. The benefits of diversity and inclusion can be seen in stock and revenue performance, hiring and retention and customer acquisition and loyalty. A diverse marketing organization aids access to diverse markets. It’s not a nice thing to have, it’s…

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