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One Year in, 30% of Neeva Users are Annual Subscribers

In the fall of 2018, Sridhar Ramaswamy decided to quit his nearly 16-year stint at Google where he worked on monetizing data for Google’s ad business. Towards the end, Ramaswamy wanted to create a “different and much better product,” he said. Three years later, privacy-centric search engine Neeva came into existence. Founded by Ramaswamy and…

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Marketing Is Powered by Our People, not Just Our Data

Marketing has played a role in society for as long as there have been messages to deliver. What started as purely creative art has been shaped by social change, economic cycles and disruptive technologies. Successful marketers today are backing up their creativity with a deep understanding of these dynamic, rapidly evolving forces and harnessing new…

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How Brands Can Support a Woman’s Right to Choose

Once news of a leaked Supreme Court brief overturning Roe v. Wade came out at the beginning of the week, brand reactions have been swift, and even surprising. Axios reported companies including Citi, Apple, Yelp and Amazon said they would pay for employees to travel to access abortion care when they need to. Announcements like…

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Brands Should Be Obsessed With the Future. So Why Aren’t They?

Humans have a built-in flaw: They have difficulty imagining their “future selves.” A recent study from the University of California highlighted that, when participants were asked to imagine their future self, MRI scans showed the exact same synapses fire as when those same participants were asked to envisage German politician Angela Merkel. Because they are…

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Are CMOs Confident in Their Data Strategy? It’s Complicated

As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies. In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed…

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23 Brands, Including Coca-Cola, PepsiCo, Britvic, Pledge to Improve Influencer Diversity and Pay

Major brands such as L’Oreal, PepsiCo, Heineken and Coca-Cola are backing a marketing code of conduct, which has been updated to focus on improving diversity and inclusion around influencer contracts, with 23 brands and 13 talent agencies all involved. Membership body ISBA’s dedicated working group to the influencer sector has revised its Influencer Marketing Code…

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Why Influencer Agency Fanbytes Sold to Brainlabs

Over the next three years, the influencer market is set to grow and generate $2.85 billion making it one of the most in-demand digital marketing solutions brands are seeking to tap into. This has led media agency Brainlabs to acquire influencer marketing agency Fanbytes as it aims to strengthen its client engagement offer across platforms…

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Meta Adds New Capabilities to Its Spark AR Platform

Meta’s Spark AR platform added new capabilities this week for creators using it to craft augmented reality effects across Instagram and other surfaces. The company said the new releases can be combined with hand and body tracking, which debuted last November, to help creators build more immersive, realistic AR experiences. The updates introduced this week…

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The Origin Story of Ukraine’s Creative Industry

The following article is from Adweek’s special issue “On Ukraine, by Ukrainians,” published April 25, 2022, and created entirely by Ukrainian writers, editors and artists amid the ongoing all-out war in their homeland. Aug. 24, 1991. The Supreme Soviet of the Ukrainian Soviet Socialist Republic declared the independence of Ukraine. After the soviet dictatorship, Ukraine–an…

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How to Understand—and Fall in Love With—Ukrainian Culture

The following article is from Adweek’s special issue “On Ukraine, by Ukrainians,” published April 25, 2022, and created entirely by Ukrainian writers, editors and artists amid the ongoing all-out war in their homeland. For centuries, Ukrainian culture existed not due to historical context but despite it. Oppression by neighboring states led to its fight for…

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5 Ways Brands Can Reduce Their Carbon Footprint

From forest fires to floods, climate change continues to accelerate. Consumers’ need for environmental commitments from businesses is essential now more than ever. A 2019 survey by Hotwire states that 47% of global internet users have ditched products and services from brands that violated personal values. Businesses need to rethink their strategies and play their…

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This French Startup Just Hacked 3 Major European Apple Stores

For most people in 2022, it’s impossible to avoid using electronic devices. We work, socialize and entertain ourselves through them. So when faced with the environmental impact of their production, consumers often feel at a loss for how to respond. Back Market aims to change that. The ecommerce platform connects shoppers with certified refurbishers, offering…

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Why Creator Content Studios Are the Future of Esports

While winning gaming tournaments will always be the main objective for esports brands, original content creation has evolved into an important factor in cultivating an audience in the growing industry. There will be 29.6 million monthly esports viewers in the U.S. in 2022, according to Insider Intelligence. That figure is up 11.5% from last year….

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How Deep Learning Can Help You Work Smarter, Not Harder

These days, marketers and agencies using self-serve tools to buy and trade media are under a lot of pressure to deliver incredible results on smaller and smaller budgets. Manual optimization only compounds those difficulties–it takes forever, it is inconsistent and it is not scalable. However, with deep learning, marketers can free themselves from most of…

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Together, Brands and Nonprofits Put Purpose Into Action

Take a trip down memory lane with me, when not too long ago, brands owned themselves. Taglines communicated tangible value, consumers bought products and services–and that was that. Purpose-driven marketing has its moment Enter social media, Gen Z and brand purpose as forces for collective good. Brands shift from belonging to themselves to belonging to…

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Advertisers Have the Data. What Comes Next?

It’s no secret that brands have been using first-, second- and third-party data to deliver more personalized advertising experiences for customers. And for the most part, surveys show customers appreciate it. But all those customized Amazon pop-ups and Netflix entertainment recommendations consumers receive every day could soon fall victim to their own success. This is…

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For Brands That Join the Conversation, the Pros Outweigh the Cons

Conversations are powerful. They lead to incredible innovation, problem-solving and creativity, and add to the richness of our lives; they can challenge misunderstandings and deceit. Ultimately, conversations can be the antidote to problems when people truly seek to listen, learn and understand. Great things happen when people connect and share ideas. By removing barriers, whether…

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Twitter Begins Testing Unmentioning Feature

Why say, “Don’t @ me, bro,” to individual Twitter users when you can just have the social network do it for you? Twitter said Thursday that it began testing a new Unmentioning feature on the web, which lets users remove themselves from any tweet, including quote tweets and threads. The social network called it “a…

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How Agencies Are Helping Brands Quit Cookies

Despite industry-wide moves to figure out alternatives to third-party cookies, before Chrome’s 2023 deadline, marketers are not ready to break their cookie addiction, studies show. Agencies are encouraging their clients to quit third-party cookies by helping them build their own first-party data stores–with agency proprietary tools– and partnering with companies that allow permissible access to…