Mars

LAS VEGAS — As a confectioner, Mars doesn’t necessarily want to quit on cookies – at least, not the kind you can eat. But digital cookies, the traditional identifiers used to profile audiences, are being deprecated nonetheless. For advertisers like Ron Amram, Sr. Director, Global Media at Mars, that poses a challenge. But, in this […]

In a high-speed, data-driven world, the demand for precise measurements in digital advertising has never been higher. With the rise of first-party data and the growing complexity of consumer metrics, advertising is exiting the era of broad strokes and entering a realm of razor-sharp focus. That’s where Ron Amram comes in. Previously head of media […]

In a challenging business environment and with traditional TV viewing waning, a growing number of brands and their ad agencies are leaning into connected TV. There, they can employ data-driven buying, targeting and measurement. But what’s the right balance of digital and linear, and how can buyers wring the best effect from the new channel? […]

BARCELONA – Forget mobile first. It’s a mobile-only world providing challenges and opportunities for marketers and publishers as they embrace one-to-one consumer engagement, according to the President & CEO of the Internet Advertising Bureau. “It’s a completely different way of thinking about marketing,” Randall Rothenberg says in this interview with Beet.TV at the Mobile World […]