On today’s Cannes Miniseries Podcast, we discuss Incremental ROAS, or iROAS, and unpack the problem it was designed to solve and what advertisers should be doing to evaluate performance. Recorded from the EMARKETER studio at the Cannes Lions International Festival of Creativity, EMARKETER Vice President and Principal Analyst, Sarah Marzano, welcomes Liz Roche, Vice President, Measurement and Media, from Albertsons Media Collective to the discussion.
Social media shapes brand perception: Consumers expect brands to address controversies first on social platforms, where response speed matters.
Influencers and fashion replace traditional sports sponsorships.
Host cities saw late-night traffic and revenue climb sharply.
Jamie Dimon says Revolut's model inspired Chase UK to build an everyday banking hub, not just win deposits.
The same dynamic gives marketers a way to counter misinformation on social media.
A new paid tier pairs guaranteed rewards with exclusive perks.
Retail brands are discovering that securing visibility in AI-generated responses is just the first step in a far more complex challenge. According to new research from Bluefish tracking nearly 200 brands across nine verticals, the brands appearing most frequently in AI answers are often not the ones being described most favorably, a fundamental shift from traditional search marketing.
Consumers raise personalization standards: Better targeting alone won’t build loyalty; transparency is the value exchange that makes it work.
OpenAI ads, Google’s MMM tools, and second-screen viewing were hot topics and made measurement and timing crucial.
Adobe Express' Govind Balakrishnan sat down with EMARKETER’s Nate Elliott at our studio during Cannes Lions 2026 to discuss how creators and marketers can use AI to scale content without losing the originality, quality, and human touch.
In June, retailers and brands kept experimenting with experiential marketing, cultural partnerships, and strategic pop-ups. The campaigns that stood out tied themselves to sports moments and real consumer engagement. Here are the three retailers that won June’s “Unofficial Monthly Retailer Awards.”
This FAQ covers how much consumers spend on subscriptions, where fatigue is emerging, and how brands keep recurring revenue durable.
AI bypasses search: Nearly 1 in 5 consumers have bought from an AI recommendation without searching first, according to exclusive Fractl data.
Fuel perks deepen engagement long before shoppers reach the store.
Extensive Spanish-language support can attract underserved customers as digital insurance extends beyond sales.
While most marketing leaders know AI-driven discovery is reshaping how consumers find brands, almost none of them have built the infrastructure for it. They know a partner is driving discovery. Their systems cannot pay for it. From a partner's perspective, those two positions look identical.
AI fraud distorts ad data: AI-powered bot traffic hit 40%, skewing metrics, inflating costs, and steering ad algorithms toward fake success.
AI creates new work: AI is speeding content creation, but governance and workflow organization—not AI itself—are the biggest deciders of efficiency.
This summer, Banana Boat rolled out a creator-led campaign to shine some light on consumer attitudes and to promote its “Sheer Sensitive” sunscreen line with social media, retail media networks, and Major League Baseball media channels.