Recently, we had a number of clients approach us with questions around how they should show up as a B2B2C brand, and that led me to reconsider the line between B2B and B2C — and why today’s market may ...

For years, the narrative has been that malls are relics of the past, casualties of e-commerce and shifting consumer habits. But Gen Z is rewriting that story. Far from abandoning the mall, this ...

In this episode of Modern Marketing and Measurement, Magnite’s VP of Strategic Partnerships International, David Snocken, joins us to explore how CTV and premium video are evolving from brand channels ...

At a time when algorithms shape so much of what we see and buy, advertising’s most enduring power still comes from something far simpler: emotion. In a landscape increasingly defined by automation, it ...

In the age of automation and efficiency, marketers are under more pressure than ever to deliver results with fewer resources. Budgets are tightening, expectations are rising, and the directive to “do ...

Most healthcare marketers are chasing visibility, and it’s costing them patients. Too many organizations treat acquisition like retail – buy more ad space, chase clicks, and hope awareness turns into ...

The holiday season just isn’t the same without Kevin the Carrot. Aldi UK’s spunky mascot has been a fixture in Christmas adverts for the last 10 years, dabbling in a bit of everything from riding in ...

Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, Co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring ...

The Q3 2025 IPA Bellwether Report arrives at a delicate time, as the market slowly regains its footing after a period of hesitance. There’s a palpable sense of cautious hope in the air, suggesting ...

Every major shift in ad tech triggers a race for control. The rise of artificial intelligence is no different. This time, the prize is data. As AI becomes the foundation of ad targeting and ...

Marketing budgets are getting tighter, at 7.7% of a company’s revenue in 2025, down from 11.3% during 2015, and the pressure to convert sales is growing. Modern marketers have an armoury of tools ...

Unlike traditional media, digital marketing stands out for its precision – with hyper-targeted, data-driven campaigns designed to deliver measurable, often immediate results. However, as competition ...