The Coca-Cola Company and its partners are promoting a new framework to help marketers compare the effectiveness of paid, owned, earned and shared media using a single measurement standard. The initiative, called Universal Media Measurement (UMM), was developed through a collaboration among Coca-Cola, the consultancy Top Line Marketing, and Kantar.

AI can now sweep out the clutter. I don’t mean a chatbot overlaid on the same old buying platform, or a generative AI that summarises your campaign reports. I mean autonomous agents that buy, sell, target, and verify on behalf of their respective parties.

Marketers don’t have a lot of trust when it comes to AI agents in ad buying yet. But that mistrust isn’t unfounded. Hallucinations are reason enough for guardrails, per execs. An incorrect CPM could make or break an ad buy, leaving the agency, instead of the agent holding the bag.

That's what I asked Brandience's Brian McHale when he briefed me on the agency's new AI-generated "Synthetic Market Research & Testing" system.

A report from Sprout Social found that while 93% of industry professionals consider social media data collection to be important, just 36% use it to inform decisions outside of marketing.

His current read is blunt. The world is not returning to the era of “globalisation on steroids”. Instead, marketers are operating in a more fragmented global pattern where growth is harder to find, risk is more unevenly distributed and market selection matters more.

IAB Tech Lab and Deloitte research show first-party data fails without consent infrastructure - 82% of marketing leaders are already shifting their priorities.

Publicis CEO Arthur Sadoun says LiveRamp’s co-created data sets will provide a leg up over rivals that rely on stagnant, generic signals.

The framework evaluates the projected customer value over 52 weeks, enabling brands to gain deeper insight into sustained customer relationships and future revenue streams

The Interactive Advertising Bureau (IAB) on Thursday released its first Campaign Data Standards from Project Eidos, introduced in February, for public comment, available through June 14.