The INCRMNTAL Way: Long Live Causation And Down With Correlation
INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.
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Video Game Budgets Are Growing Up, But Ad Tech Still Needs To Catch Up
The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.
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OPINION: Data-Driven ThinkingSins Of The Cookie: How Third-Party Cookies Set The Industry Back
The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.
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Timberland’s Ezra Martin Talks Hyperlocal Marketing
In 1973, Timberland – then called Abington Shoe Company – debuted its waterproof yellow boots. In 2023, the outdoor apparel and accessories company will observe the boot’s 50th anniversary. And Ezra Martin, Timberland’s newly minted vice president of marketing, Americas, will be rolling out a new marketing strategy for the occasion. Martin shares his insights on personalized customer experiences, localized campaigns and more.