For most of the history of paid search, performance measurement followed a clear cause-and-effect relationship. Advertisers controlled the inputs inside their campaigns like bid strategies, keyword and campaign structure, ad copy, and landing pages. All these factors contributed to conversion performance in some shape or form. When performance changed, the
No one said running the largest independent demand-side platform in the world would be easy. If recent headlines indicate anything, The Trade Desk now knows that better than anyone. Major agencies, including Dentsu and WPP, are pulling back ad spend from TTD’s OpenPath platform, citing concerns of hidden fees and
Nutella is capitalizing on what internet users are calling the greatest free advertising moment in history. A tub of the beloved chocolate-hazelnut spread has achieved liftoff — not just into space, but straight into viral fame. The scene unfolded aboard NASA’s Artemis II mission, where a tub of Nutella casually floated
Maachis Designer Sonal Nagwani, who started Maachis with Kevin Thomas and is now running it on her own, used to build miniature furniture out of matchboxes while growing up. “That tactile, almost obsessive relationship with the object never really left me,” she says. Years later, she found phillumenist Gautam Hemmady’s
State Farm is collaborating with Netflix on an integrated campaign around the sports comedy series “Running Point,” per details shared with Marketing Dive. The effort includes both a co-branded spot and an in-show integration that represents the TV show debut of brand character Jake from State Farm. “This is tied
World Cup tickets can be hard to come by—unless they happen to be left out on the street. Total Wireless is demonstrating that now with a low-tech, high-reward proposition: flyers with tear-off tabs offering free World Cup tickets, posted on utility poles. They direct curious passersby to a nearby Total
It works, until it doesn’t. The Chase Imagine you’re a news publisher. Your journalism is good, you write original stories, and your website is relatively popular within your editorial niche. Revenue is earned primarily via advertising. Google search is your biggest source of visitors. Management demands growth, and elevates traffic
Meta is poised to surpass Google in digital ad revenue for the first time this year. According to Emarketer, Meta is projected to generate $243.46 billion in global ad revenue in 2026, edging past Google’s $239.54 billion. The social media network is also expected to take a larger share of
Netflix revolutionized TV. Now it wants to do the same thing with its advertising business. The entertainment giant is targeting $3 billion in ad revenue in 2026, double the $1.5 billion it generated last year — an ambitious goal as the broader streaming market matures. Overall, Netflix projects $6 billion
OpenAI launched an ads manager last week — the latest move in its fast expanding advertising business, Digiday has learned. The tool — described by those with access as serviceable and broadly similar in layout to Google Ads — is a test within a test accessible to only a handful of advertisers.
