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Implications of the Corporate Sustainability Reporting Directive (CSRD) for advertisers The Corporate Sustainability Reporting Directive (CSRD), published by the European Commission on December 14th 2022, marks a pivotal shift in sustainability reporting for nearly...
Demand planning and forecasting: How Machine Learning can help Demand planning is the process of forecasting future demand for a product or service. It involves analyzing historical sales data, market trends, and other factors to predict how much of a particular item...
Optimizing Attention Time: A Strategy for Brands to Minimize Carbon Footprint The media sector has a responsibility to take the lead in reducing worldwide emissions. Technology and infrastructure associated with the internet contribute to about 4% of the overall...
What questions does a MMM answer? In a highly competitive business environment, marketing professionals are faced with the challenge of running their campaigns across more channels than ever before. This constant balancing act can make it difficult to determine which...
What is a data clean room? Due to the end of third-party cookies in Google Chrome, companies are looking for solutions to maintain their advertising processes, such as ad targeting and measurement, while respecting users' privacy. Data clean rooms are one of the...
Saturation Curves in MMM: understanding concepts like diminishing returns As businesses seek to optimize their marketing efforts, it's essential to understand the relationship between marketing spend and performance. One approach is to use saturation curves in...
Usage of geo experiments to measure marketing effectiveness In this article, you will learn about how to set an incrementality testing experiment that uses geolocation data instead of cookies. Geo experiments allow companies to measure the impact and...
In today's beauty-conscious world, the cosmetics industry is experiencing remarkable growth, driven by evolving consumer preferences, technological advancements, and increasing emphasis on self-care. As the global demand for cosmetic products continues to soar, with...
On Tuesday, May 23rd, the Google Marketing Live 2023 took place with the majority of Google’s updates and announcements centering on how AI-powered tools can empower businesses to drive better results, connect with their customers, and deliver the right message at the...
The advertising industry, worth a staggering $700 billion, has often been overlooked as a significant contributor to supply chain emissions. However, digital advertising, in particular, carries a substantial carbon footprint, primarily due to the energy consumption of...