In an era where digital advertising is expected to deliver hyper-relevance at every touchpoint, marketers face a daunting question: How do you create rules for millions of possible audience combinations? That’s not a theoretical challenge—it’s the reality brands are facing today. Take a recent campaign from Kroger as an example. The brand built 72 creative […]
Marketers have long been told they face a trade-off: personalization or privacy. Consumers expect relevance. Regulators demand restraint. And with third-party cookies disappearing and identity resolution becoming harder, many brands are left wondering: Is it still possible to personalize at scale without identity data? At MMA Global, the answer is a clear yes—and it starts
Can You Personalize Without Cookies or Identity Data? Yes. Here’s How. Read More »
You’ve tested AI-powered personalization. The results are promising. Maybe even staggering. But the real question is: How do you scale from a successful pilot to a full portfolio strategy? That’s exactly what the CAP (Consortium for AI Personalization) program from MMA Global was designed to address. It doesn’t just prove the power of AI
How to Scale Creative AI from Pilot to Portfolio Read More »
In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads
AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation Read More »
Technology Everywhere, Satisfaction Nowhere In pharma marketing, technological innovation has raced ahead. From MCE and OCE to AI-driven “Next Best Action” engines, omnichannel capability has exploded. We now have the tools to tailor content, optimize journeys, and deliver messages with pinpoint precision. Yet healthcare professional (HCP) satisfaction remains stubbornly low. Despite all the promise of
When marketers plan campaigns, they often think in time blocks. A 30-second TV spot. A 15-second pre-roll. A 6-second bumper. But new neuroscience research from the Mobile Marketing Association (MMA) reveals that these timeframes may already be outdated. In today’s mobile-first world, advertisers don’t have the luxury of seconds to make an impression. They have
Beyond the Blink and Why the First 400ms of Your Ad Matters More Than You Think Read More »
In mobile advertising, time is no longer a luxury. Your creatives have just a fraction of a second to make an impression. According to research from the Mobile Marketing Association (MMA) and Neurons Inc., the human brain starts processing ads within 400 milliseconds. That is less than the time it takes to blink. Emotional responses
Creative Under Pressure and How to Build Ads That Win in the First Second Read More »
In digital advertising, one of the most widely accepted performance indicators has long been viewability of mobile ads. If an ad was on screen for at least one second, it was considered viewable. If it was two seconds for video, even better. But neuroscience research from the Mobile Marketing Association (MMA) and Neurons Inc. in
From Viewability to Value in High Velocity Mobile Environments Read More »
What Makes a SMARTIES™ Winner? Each year, the SMARTIES™ X Global Awards celebrate the most innovative, effective, and impactful marketing campaigns worldwide. In partnership with Toluna, this report—authored by Keith Sutherland and Andy Santegoeds—distills learnings from the 2024 winners into 10 key insights grouped under three core themes: Insight Identification & Action Innovative Strategies Designed
Inspiring Marketing Excellence: Insights from SMARTIES™ X Global 2024 Read More »
Rethinking Retail Media: From Inventory to Intelligence Retail Media Networks (RMNs) have rapidly become a cornerstone of digital advertising, offering brands direct access to shoppers at the point of purchase. However, many RMNs still rely on basic demographic or transactional data, limiting the precision of audience targeting. This gap presents a significant opportunity: leveraging artificial
Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections Read More »
