27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology, according to the same July survey from EMARKETER and TransUnion. Multitouch attribution (MTA) (19.4%) and unified, holistic measurement solutions (18.9%) came in second and third, respectively, in this survey.

The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.

Nearly two years ago, executives at OMD Worldwide, an Omnicom agency, approached the Media Rating Council (MRC) and then began developing standards to bring transparency to the ad industry. Now the agency wants companies across the ad industry to adopt them.

Omnicom has closed its final data centre, shifting its global marketing infrastructure to Amazon Web Services to power its AI-driven future. With 90 petabytes of data already on AWS and 50 more coming via its Interpublic acquisition, the move aims to enable personalised storytelling at scale — where AI guides media, defines affinity, and drives action.

Hello social friends! This week is all about advertising. We have new customizable ad features across numerous social channels, including LinkedIn and Meta. These are options aided by AI that can streamline the process. Let’s take a look and see what tools can help improve your own social reach or campaign.

TikTok is beginning to resonate with food and beverage brands as a platform through which to capture shoppers’ attention, sell through TikTok Shop and even develop new products

AI-driven search is blurring the line between organic and paid. Learn how uniting SEO and PPC boosts visibility, intent, and brand authority. For years, SEO and PPC defined two sides of search – one focused on organic authority, the other on paid performance.

How AI is changing search marketing and how the industry can adapt was the topic of a session at Advertising Week.

Make your content easier for generative engines to cite and summarize – without giving up the SEO fundamentals that still drive visibility.

Today, your customers can discover, decide and often convert without visiting your website. Google, TikTok, Instagram, YouTube, Amazon, Reddit and even voice assistants can frequently meet searchers’ needs, leaving all your hard work and effort for naught.