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Article

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

Article

Explains why direct integrations with publishers may be one path forward for marketers in a post-cookie world.

Opinion

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

Opinion

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

Article

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

Article

Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.

Article

Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.

Article

Discusses how 2020 has offered opportunity for brands to support smaller and more diverse publishers.

Opinion

No matter which part of US media you look at, change is afoot, whether it’s the push for changes to the $20 billion upfront TV sales season, or digital, where greater emphasis on consumer privacy concerns is radically altering how brands can target. Or it could be cross-media measurement, a difficult topic on which to come to any type of consensus. Recently, for WARC’s Spotlight US, “Media strategies for a shifting US landscape,” Cathy Taylor, WARC’s Commissioning Editor US, discussed these issues with Ben Jankowski, senior vp/media at Mastercard. Jankowski is also co-chair of the Association of National Advertiser’s Media Leadership Committee, giving him perspective not just on his own brand, but on the media industry as a whole.

Article

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

Article

Looks at 25 data and analytics breakthroughs that the authors believe are essential to transform advanced television advertising.

Article

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.