Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of ...

We can’t simply trust AI to make up for bland creative with sheer volume. The real performance shift happens when we use AI ...

When it launched its 'Real Beauty' campaign in 2004, Dove chose to feature real women of diverse shapes, sizes, and ethnicities rather than traditional models. When the video of this project was ...

OpenAI will compete for performance ad budgets as it readies a conversion tracking pixel for ChatGPT ads. The company began ...

As new platforms and technologies emerge, so do innovative ad formats like playable, skippable and short-form video ads. Advertisers and ad agencies who manage ad campaigns on their clients’ behalfs ...

In a media ecosystem defined by velocity, variability and vast amounts of noise, one thing has become increasingly clear: Attention is the new currency. Not impressions. Not clicks. Attention. Once ...

Realeyes, a pioneer in the burgeoning field of "attention metrics," has spun off its advertising services practice into a new, independent company to focus squarely on the performance of ads. The new ...

Marketing and advertising have traditionally been split along a line. On one side are big brand campaigns that throw generous budgets at awareness-raising with flashy TV commercials and whole-page ...

The Interactive Advertising Bureau released an updated version, the first since 2009, of its “Digital Video In-Stream Ad Metric Definitions” for public comment. Developed by the IAB Digital Video ...