Trends
Scope3-Backed Contextual AI Platform Classify Aims To Disrupt Curation
There’s a new contextual curation platform in town, and it has the backing of some industry heavy hitters. The startup, called Classify, aims to evolve contextual and semantic targeting beyond keyword-based taxonomies. It offers buy-side deal curation tools, as well as a sell-side product for publishers to package their inventory into curated deals. Classify is […]
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Trendwatch
How affiliates drive long-term value at Topdrawer
Topdrawer’s top marketer talks tariffs, physical stores and the Wirecutter. When marketers have to choose between driving conversion and building brand awareness, Topdrawer’s Poonam Chitnis says affiliates can hit both goals. Chitnis is vice president of operations and marketing executive at Topdrawer, a manufacturer and seller of leather goods, accessories and other “creative tools.” Akira Ito […]
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Branding/Marketing
Unilever CMO on Creating Demand Through a ‘Culture to Cart’ Approach
The marketing funnel is dead, said Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer at the POSSIBLE conference in Miami in April. Here’s a look at her “culture-to-cart” approach.
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Trendwatch
The Honest Kitchen CMO bets on authenticity in new marketing campaign
The 23-year-old pet food brand highlights messy pet moments in its first full-funnel marketing campaign. Chief marketing officer Miki Dosen details the campaign’s inspiration, strategy and early results. For the first time in its 20-plus years, pet food company The Honest Kitchen launched a full-funnel marketing campaign. With its launch into PetSmart stores across […]
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Marketers
AI Will Replace Marketing Jobs As CMO Budgets Stagnate, Says Gartner
It’s official: AI is coming for marketing jobs. CMOs’ ad budgets are flat this year compared to last year, according to Gartner’s annual CMO Spend Survey. Fifty-nine percent of CMOs said they don’t have enough budget to execute their strategy this year. Overall, brand marketing budgets will average 7.7% of company revenue in 2025, the […]
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Trendwatch
Ulta wants in on Beyoncé’s Midas touch
Retail chain Ulta announced it was the official beauty partner for Beyoncé’s Cowboy Carter concert tour. The retail chain will reveal seven looks inspired by the superstar’s most recent album — Cowboy Carter — and seven cities where the tour will be. Ulta will curate an assortment of makeup and skincare to create that look. […]
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Marketers
Google Tells Advertisers To Forget The Funnel And Buy More CTV Ads
According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.
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Trendwatch
Fat Brain Toys calls out tariff price increases on product pages
The CEO of Fat Brain Toys shares why he’s highlighting its tariff-driven price increases and what’s next. Fat Brain Toys is highlighting the impact of tariffs on its prices to its shoppers. On its product detail pages and shopping cart page, the toy retailer specifically highlights how much it has increased the product’s […]
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Marketers
How Shutterfly Used A Search-Powered Custom Algorithm To Zoom In On New Customers
Everyone in programmatic knows that the best way to drive outcomes is to use some kind of identifier … right? But a CTV campaign Shutterfly ran at the end of last year to promote its holiday gift packages and photo deals challenges that perception. Shutterfly’s goal was to uncover new pools of potential customers to […]
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Marketers
Comcast Might Be Losing Revenue, But Not NBCU’s Peacock
Parts of Comcast might be struggling, but the company still feels “well positioned” in advance of the TV upfronts in May, according to Chief Financial Officer Jason Armstrong. Comcast has confidence in “a healthy Peacock subscriber base” and strong content across entertainment and news, Armstrong told investors during the company’s quarterly earnings report on Wednesday. […]
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Trendwatch
Temu discontinues US Google ads
Chinese shopping app Temu halted its Google Shopping ads last week. The move coincides with the U.S. administration’s decision to raise tariffs on Chinese imports up to 125%. With no Google Shopping presence, Temu’s App Store position fell from the top five to 58th by April 12, according to DesignRush.com. Temu offers a case study […]
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