Rodney Archer asks U.S. Rep. Chuck Fleischmann to support a digital privacy standard that protects advertisers as well as ...

An expert in the economics and measurement of advertising, Bradley Shapiro is professor of marketing and the True North Faculty Scholar at Chicago Booth. His research focuses on empirical industrial ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. When brands need to better position their products and services, they ...

Despite the widespread recognition of data-driven marketing and its effectiveness, most companies are still missing the mark. Success in marketing hinges on the ability to transform data into ...

Marketing used to rely a lot more on gut feeling. Creative directors would dream up campaigns over long lunches, and my team and I would blast messages to anyone who'd listen. We called it ...

The recent news that Netflix will expand its subscription tiers to include ad-supported plans isn’t a surprise. For nearly two decades, many companies have proven the combination of advertising and ...

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Influencer marketing is among the key tools to help brands on TikTok, Instagram, and YouTube boost engagement and win over the audience's trust. Influencers enable ...

Every second, millions of pieces of personal data are exchanged on the online advertising market. The information, sourced from apps installed on smartphones, is sometimes linked to precise ...