Search Marketing Knowledge Center

Five Ways B2B Marketers Can Finally Unlock the Power of Their Data

POVs December 17, 2025

Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.

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IAS Launches IAS Agent

Marketing News December 16, 2025

Integral Ad Science (IAS) on Tuesday announced the launch of IAS Agent, an AI-powered assistant that helps users gather campaign insights and improve ad performance. Rolling out during CES 2026, the tool is touted as "explainable AI" and provides transparent self-reporting, recommendations for brand safety, and a streamlined pre-campaign setup.

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Pinterest to Acquire tvScientific

Marketing News December 15, 2025

Pinterest on December 11 announced that it is acquiring tvScientific, a connected TV performance advertising platform. Pinterest will combine its audience signals with the platform, enabling brands to deliver more personalized ads and measure how TV boosts the outcomes of their performance marketing campaigns.

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Black Boxes Are Ubiquitous, Yet Still Holding Marketing Back

Leading Edge December 15, 2025

Brands and their partners can take steps to give themselves transparency and control to produce better business outcomes. They should start with identity, where transparency and control have tremendous leverage on results.

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How to Make Your ABM Unforgettable

Event Recaps December 12, 2025

Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.

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Arnold Worldwide’s Rosetti Talks Marketing Measurement

Event Recaps December 12, 2025

Bre Rossetti from Arnold Worldwide outlined why the future of marketing measurement depends on building a shared strategic language that unites the entire enterprise.

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Auctions and Agents: The Next Evolution of Digital Advertising

Leading Edge December 11, 2025

Vlad Stesin, CEO at Optable, discusses Ad Context Protocol (AdCP) and how marketers can harness the technology.

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Building Customer-360 Views Through Progressive Profiling

Webinar Rewinds December 11, 2025

In this webinar, learn how progressive profiling offers a transformative approach to customer engagement. By thoughtfully capturing data over time — at moments of real value and with explicit consent — brands can assemble a unified, dynamic Customer-360 view.

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5 Strategies Top Marketing Teams Use that Low Performers Miss

Leading Edge December 10, 2025

Drawing from insights in Fratzke Consulting’s latest 2026 Digital Marketing Trends Report, which surveyed over 350 marketing leaders across industries and maturity levels, this piece will highlight five proven strategies that distinguish high-performing marketing organizations from the rest.

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The New Rules of Marketing Measurement in the Age of AI

Leading Edge December 10, 2025

With agentic AI, not only can actual data analysts measure advertising in more ways, AI makes it more approachable for a broader set of people on the marketing team to run analytics using natural language and intuitive prompts. However, several key elements need to be in place for advertisers to reap the full benefit.

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New ANA Study Connects CTV with Sustainability

Event Recaps December 9, 2025

The ANA’s new study shows how smarter media planning in connected TV can reduce carbon emissions and media waste while improving campaign performance.

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Verizon’s Fogley Talks Connecting Measurement to Business Outcomes

Event Recaps December 9, 2025

Verizon’s Mike Fogley shared how the company transformed marketing effectiveness from reporting outputs to guiding strategic decisions, linking measurement to business outcomes and building trust with the C-suite.

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How Aura Leverages Emerging Technologies in Apparel Marketing

Event Recaps December 8, 2025

Aura co-founder and CEO Malcolm Goodwin shared how Aura is leveraging emerging technologies and a trust-first approach to redefine fit, comfort, and confidence in the future of apparel marketing.

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2026 Ad Tech Forecast: Simplification, Context, and the Rise of Agentic AI

Leading Edge December 5, 2025

Brendan Norman, co-founder and CEO of Classify, discusses tech trends for 2026.

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How This Company Leveraged Precise ABM

Event Recaps December 3, 2025

ABM can serve as marketing’s “special forces” when it matters most. Ryan Elmiger, senior manager at public sector ABM at ServiceNow, explored how to identify the right fit for ABM, set clear expectations with sales, and guide sales teams in recognizing which opportunities are best suited for ABM support.

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Audio Advertising Gets Some Fine Tuning

Trends and Technology December 3, 2025

Despite the dizzying number of media channels — or maybe because of them — radio continues to provide advertisers with effective reach at lower cost per thousand than linear or streaming programming. At the same time, the industry is trying to address some gaps in measurement when it comes to ad buys.

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Marketing Measurement Glossary

Knowledge Partners December 3, 2025

The Marketing Measurement Glossary explains essential marketing metrics and concepts — including attribution, analytics, and brand valuation — for clear, accurate data interpretation.

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What the Disney and YouTube TV Dispute Revealed About Live Sports Streaming Behavior

Knowledge Partners December 3, 2025

The Disney–YouTube TV blackout revealed that sports fans are loyal to content, not platforms, and that programmatic strategies must adapt quickly to shifting streaming behaviors.

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