1. Media & Marketing

How Alaska Airlines found a $100M revenue opportunity with Google’s Meridian

Written by Posted on Less than 0 min read

Adswerve identified an 11% projected increase in addressable advertising revenue by using Google’s open-source marketing mix model.

View Original Article
Post Views: 34
Member since
Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email newsletter, website, and app cover topics such as marketing technology, advertising creative, social media, video marketing, analytics and measurement, mobile marketing, and more. Marketing Dive is a leading industry publication operated by Industry Dive. Our business journalists spark ideas and shape agendas for 11+ million decision-makers in the most competitive industries.
Do you like MarketingDive's articles? Follow on social!

More from MarketingDive

  1. Uncategorized

5 ways marketers can master RCS for mobile messaging

Now that Apple has adopted Rich Communication Services, here’s how brands can prepare to use the business side of the messaging standard. View Original Article Post Views: 219 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Media & Marketing

TikTok ad revenue could top $32B — if it doesn’t lose its biggest market

Nearly $12 billion of the app’s ad revenue comes from the U.S. and would likely trickle down to Google and Meta if a ban goes through. View Original Article Marketing: Social Media Google TikTok Meta (Facebook) Post Views: 83 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and […]
< 1 min read
0
  1. CPG: Beverage

Campaign Trail: Coca-Cola spills soda to focus on moments of connection

David Miami took the attention off the iconic brand entirely and gave it to true-to-life human interactions in the latest iteration of the “Real Magic” platform. View Original Article Dept. Beverage Coca Cola Post Views: 224 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most […]
< 1 min read
0
  1. Technology & Innovation

Martin Sorrell explains why Monks dropped ‘Media’ from its moniker

The branding evolution accompanies a simplification of the advertising, marketing and technology services company’s artificial intelligence offerings. View Original Article AI Marketing: Brand Technology & Innovation Post Views: 169 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Corporate Strategy

3 major hurdles in marketing campaign planning

Uncover three key planning inefficiencies that are costing enterprise marketing teams time and money. View Original Article Strategy Post Views: 183 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email newsletter, website, and […]
< 1 min read
0
  1. Acquisitions, Divestitures & Mergers

Publicis acquires Mars United Commerce to fuel full-funnel marketing

The reportedly $600 million deal builds on the agency network’s whopper acquisition of influencer marketing firm Influential earlier this year.  View Original Article Agencies Dept. Fuel Marketing: Social Media Acquisition Post Views: 240 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news […]
< 1 min read
0
  1. Corporate Strategy

Heineken USA names new CMO focused on brand building

Alison Payne, who succeeds longtime marketer Jonnie Cahill, previously revamped brands like Dos Equis and oversaw global beer offerings. View Original Article Dept. Adult Bev Dept. Beverage Executives Post Views: 130 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing […]
< 1 min read
0
  1. Holiday & Events

How Häagen-Dazs evolved its Super Bowl campaign into a brand platform

A big game ad riffing on the “Fast & Furious” franchise was the starting point for a larger effort that has seen the ice cream maker stay committed to diversity. View Original Article Dept. Frozen Holiday & Events Inclusivity Nestle Post Views: 39 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive […]
< 1 min read
0
  1. Merchandising

Smirnoff Ice toasts 25 years with first global campaign

Leveraging a localized approach and a social push, the campaign shows off new packaging along with a switch from bottles to cans. View Original Article ESG and CSR Packaging Post Views: 26 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and […]
< 1 min read
0
  1. CPG & FMCG

Knorr dupes fast food favorites with Martha Stewart in social-first push

The Unilever-owned brand is utilizing branded ads on Lyft and shoppable recipe videos on Roku that will lead to Walmart’s recipe page. View Original Article Walmart Dept. Grocery Marketing: Broadcast Owned Brands (Private Label) ESG and CSR Unilever Post Views: 35 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth […]
< 1 min read
0
  1. Trends & External Forces

PubMatic sues Google as challenges to ad-tech dominance mount

The suit, similar to one filed by OpenX last month, comes as the remedy phase of Google’s ad-tech antitrust trial is set to begin later this month. View Original Article Technology & Innovation Legal & Criminal Government Google Post Views: 24 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth […]
< 1 min read
0
  1. Corporate Strategy

Crocs appoints 2 new CMOs to level up creative strategy: WWD

Crocs and Heydude are getting new marketing chiefs as they double down on storytelling, with the latter looking to build on a brand awareness bump. View Original Article Strategy Post Views: 17 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and […]
< 1 min read
0
  1. Uncategorized

Maker’s Mark celebrates determination in global campaign

The brand’s first effort from Carmichael Lynch, “Perfectly Unreasonable,” will roll out globally this year and arrives ahead of a potential trade war. View Original Article Post Views: 83 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing […]
< 1 min read
0
  1. Media & Marketing

Powerade powers up user-generated content challenge on TikTok

The Coca-Cola brand is using the platform’s Branded Mission offering to drive social media buzz around new Xtra Sour flavors. View Original Article Marketing: Social Media TikTok ESG and CSR Coca Cola Post Views: 32 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most […]
< 1 min read
0
  1. ESG

Sociable: How will Trump’s second term impact social media companies?

A look at what Trump said about social media platforms during the campaign.  View Original Article Marketing: Social Media Government ESG and CSR Post Views: 130 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily […]
< 1 min read
0
  1. Trends & External Forces

Google loses search antitrust case in blow to digital ad juggernaut

“Google is a monopolist, and it has acted as one to maintain its monopoly,” wrote U.S. District Judge Amit Mehta in a potential landmark decision for tech. View Original Article Technology & Innovation Legal & Criminal Government Google Post Views: 210 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism […]
< 1 min read
0
  1. Department: Nonfood

Nielsen moves beyond impressions to outcomes with marketplace offering

The Outcomes Marketplace will draw upon measurement tools from partners to bring together brand, sales, attention and conversion metrics. View Original Article Insight Providers Big Data Dept. Nonfood Post Views: 31 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping […]
< 1 min read
0
  1. Retailer Media

As retail media networks widen their scope, is a reckoning inbound?

Expanding into offsite media like open-web programmatic could alleviate supply pressures but opens a whole new can of worms for the category. View Original Article Marketing: Digital Media Marketing: Retail Media Post Views: 255 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news […]
< 1 min read
0
  1. Channel: Delivery

Gopuff’s brand-building drive gets celebrity boost from Tom Brady

The NFL icon, already an investor, will aid with content creation and is curating a new health and wellness category on the delivery platform.  View Original Article Food Delivery Delivery Health & Wellness Gopuff Q Commerce Post Views: 343 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and […]
< 1 min read
0
  1. Corporate Strategy

Snap names first CMO in 2 years in lead-up to advertising showcase

Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year. View Original Article Executives Post Views: 22 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing […]
< 1 min read
0
Next