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The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. 鈥淲e鈥檝e had sleeper hits [with] micro-influencers,鈥� said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is 鈥済oing to be trial and error,鈥� said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

Generative AI has the potential to completely transform how media and advertising industries work. But it will remain on both industries鈥� margins if it fails to overcome skepticism and even hostility from consumers, publishers, and advertisers.

More than 40% of AI and machine learning (ML) decision-makers worldwide highlighted improvements to their product or service quality as their primary driver for developing AI and ML applications, per a survey by S&P Global Market Intelligence. The same group of decision-makers also agree that cost savings in both IT and operational efficiencies (39%) and increasing innovation (39%) are primary drivers.

57% of B2B content marketers worldwide face challenges creating the right content for their audience, according to a July 2023 survey from Content Marketing Institute (CMI) and MarketingProfs sponsored by Brightspot.

Google's Q4 in a nutshell: The search giant had strong overall earnings with a slight ad revenue miss, bolstered by cloud success and generative AI innovation.

Advertisers and marketers can鈥檛 afford to waste budget, so we foresee a partial shift away from display ads and renewed emphasis on search鈥攚ith one big exception, retail media.

Expanding audience reach requires targeting the correct consumers. While true one-to-one advertising is still a dream, similar outcomes can be achieved by reaching the right audiences through affiliate marketing, paid social, and buy now, pay later (BNPL). 鈥淭his whole trend around personalization really applies to audiences as well,鈥� David Gill, vice president of consumer insights at Rakuten Advertising, said during our recent 鈥淢aster the Holidays with Winning Performance Marketing Strategies鈥� Tech-Talk Webinar. Data from affiliate marketing and social platforms can be used to identify which kinds of consumers brands should be reaching out to in order to expand their customer base.

On today鈥檚 podcast episode, we discuss the big questions Meta is hearing from advertisers, the interplay of analytics and marketing, and the argument for removing the distinction between brand and performance marketing. Tune in to the discussion with Vice President and Principal Analyst Jasmine Enberg and Chief Marketing Officer and Vice President of Analytics at Meta Alex Schultz.

Gen Z is Pinterest鈥檚 largest and fastest-growing demographic, according to the platform. To cater to its younger consumers, Pinterest is focusing on inclusivity, search, and AI-powered curation. Here are five key stats from a recent Pinterest report on Gen Z and what they mean for brands trying to reach Gen Z consumers across digital channels.

Though on-site search and display remain retail media鈥檚 bread and butter, off-site advertising鈥攑lacing ads in channels outside of a retail media network鈥檚 (RMN鈥檚) own properties鈥攚ill lead the next evolution due to its ability to expand advertisers鈥� reach and achieve upper-funnel goals like increasing brand awareness.

While retail as a whole is looking for ways to deploy generative AI to support operations and enhance customer experience, fashion ecommerce is likely to see some of the biggest impacts.

As brands seek ways to stretch their marketing budgets, advertisers may lean on automation to help them create more cost-efficient campaigns. Here are some best practices on creating and measuring Google Performance Max campaigns, including how to choose the right budget and bid strategy and the right variety of creative assets.

The Information Age 2.0 is upon us: Google鈥檚 latest product updates illustrate the movement to embed AI into our information sources. The changes will strain computation and energy resources.

Retail media was the fastest-growing digital ad channel worldwidein Q3 2022, with retail media spend increasing 45% versus a year ago, according to Skai. It also gave advertisers more bang for their buck with impressions up 61% and costs per click down 12% year over year.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

Gartner thinks that by 2026, search marketing will lose market share to AI ChatBots and other virtual agents with traditional search engine volume falling by 25%. That is 2026. All right folks, we check the scores at the halfway mark. Carina out in front with five, Suzy with four, Evelyn with three. We move to round three. We start with Evelyn. Macy's stores aren't fun places to shop.

Google put a lid on its cookie deprecation plans on Monday, proposing that rather than deprecate third-party cookies, it would prompt Chrome users to 鈥渕ake an informed choice鈥� on how they share their data with advertisers, according to a blog post from Anthony Chavez, vice president of Google鈥檚 Privacy Sandbox.

Generative AI is the biggest technology introduction since at least the smartphone. This report looks at five ways the tool is transforming the marketing landscape.