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Cualquier supermercado popular en México cuenta seguramente con las galletas Marías de Gamesa entre su inventario, esto se debe a su gran auge entre consumidores de todos los demográficos, reportes de PepsiCo han coronado este producto como uno los favoritos en el país azteca durante décadas.
La empresa que creó la marca Gamesa fue fundada en 1921, conocida en aquel entonces como La Industrial...
This Tactics + Insights guide, sponsored by creator marketing platform Collective Voice, examines how brands work with creators to reach and engage audiences across multiple touchpoints and channels. As the sales funnel has evolved to be non-linear, creators are essential for brands to reach consumers throughout all customer journey stages.
Brands are tapping creators to produce effective,...
Amid rising consumer demand for secondhand fashion, the e-commerce platforms that helped create the online thrifting economy are working to tempt specific audience cohorts in the hope of coming out on top.
eBay launched a pincer movement aimed at British sellers last month, cutting fees for selling clothes on the platform to zero in a bid to out-compete rivals such as Vinted and Depop, while...
While TikTok’s uncertainty in the U.S. continues, its platform competitors are already making moves to steal its ad dollars.
That is, Snapchat, Meta, Pinterest and Google are pitching to be part of advertisers’ TikTok contingency planning.
And why wouldn’t they? They are all competing for the same growing pot of digital ad dollars after all. Some are blatantly making the case; others are...
There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans.
Those plans include its proprietary attention metric, launched last year, and a recent partnership with measurement firm Adelaide announced last month.
Of the two, the partnership with Adelaide is particularly revealing.Continue reading this...
At least two digital media companies are exploring the fediverse as a way to take more control over their referral traffic and onsite audience engagement. This comes at a time when walled gardens like Facebook and X are becoming less reliable for driving readers to publishers’ sites.
The Verge and 404 Media are building out new functions that would allow them to distribute posts on their...
As Google expands its new “AI Overview” feature, publishers are wondering to what degree AI-generated search results will negatively impact referral traffic. And while it’s too soon to tell the extent of the damage, some companies are hoping for more transparency from the search giant.
Following AI Overview’s rollout last week, some think the impact could be even worse than feared.
Raptive...
Jenny Haggard, global thought leadership lead, Spotify Advertising
The prevailing sentiment in marketing is the shorter the content, the better. In an attention economy, capturing people’s eyes and ears is challenging, so advertisers tend to believe that keeping content brief — no matter the message — promises more views, streams and engagement.
However, one proven exception to this rule is...
In this upfront cycle, modern savvy advertisers want to align their campaign performance with business outcomes, not just media metrics. Multi-screen attribution is an effective tool for brands because it allows the advertiser to understand the customer’s behavior on a granular level by providing holistic insights on linear and streaming television in one report. Deterministic multi-screen...
Earlier this month, ads served through ad tech giant Colossus were found by Adalytics to have mislabeled IDs attached to ad impressions.
In light of the discovery, ad tech execs accused Colossus of tricking advertisers into buying audiences they weren’t trying to target. The claim was that the sell-side platform was changing the user ID attached to an ad impression to make it more appealing to...