Measuring the success of advertising requires a look at the entire funnel. When this becomes the focus, brands engage with consumers in more relevant, tailored ways — and that leads to results.

A lot of questions surround the hype of the metaverse, with major players such as Epic Games raising $2 billion for its kid-friendly metaverse initiative, Facebook changing its name to Meta, and Snapchat trying to make a splash with its augmented reality glasses. Is the metaverse just a playground for technophiles and gamers? Is it simply a fad, or is it here to stay?

With Google’s recent announcement that it’ll phase out third-party cookies in 2023 to launch Google Topics, the world of cookies is in the midst of an evolution. Or a meltdown, depending on whom you talk to.

Despite the rise of streaming, video broadcasts will still be available over the air for anybody with an antenna, but the strategy to reach audiences will change. With more than half of YouTube viewers watching on connected TVs and NBC’s Peacock bulking up to provide one of the most extensive streaming services, the need for holistic video strategies in which linear and digital TV coexist is clear. Here are three.

In this session of the Rise|Set Summit, we host a panel of experts to discuss one of the most dynamic and evolving trends within our industry, audience science and media targeting. From privacy legislation and COVID-19 to the Metaverse and how to predict the future, we discuss the hot topic items that you need to know when approaching the ever-changing subject of audience science.

The past few years have taught the world that a lot can change in 12 months, especially with a global pandemic in the mix.

The way advertisers need to think about privacy is changing. Internet users, long resigned to the fact that their data is simply available to anyone who wants it, are starting to wake up. In one recent survey, 86% of respondents said they feel a growing concern about data privacy, and 78% said they were worried about the amount of data being collected.

One trend that has defined marketing in recent years is direct-to-consumer. Across the world, we’re seeing a clear shift away from big, centralized e-commerce giants to a model where customers purchase their goods directly from the manufacturer.

The TLDR version? The adtech industry is continuously evolving, and both advertisers and brands will have to stay on their toes to get the results they seek.

The chance that someone will make a purchase often increases exponentially when taking a more personalized and localized approach to marketing. Technologies like dynamic creative optimization, targeting, and automation make this process seamless for large and small brands alike, says Adam Ortman, SVP of Growth & Innovation, Generator Media + Analytics.

Understanding your audience is at the very heart of effective marketing. With a good grasp of who your customers are, what they want, their pain points, and their unique attributes, you can build a rock-solid marketing strategy that speaks directly to them.

eMarketer confirmed what many in the agency world suspected in the wake of the COVID-19 pandemic: 2020 ad spending took a significant hit. In fact, 2020 was the most disappointing year of global ad spending on record. It should come as no surprise, then, that 2021 was the bounceback year many people expected.

2021 was definitely a “rebound year” as we all saw a lot of positives after what happened the year prior – and 2022 should be even better. Here's what we're seeing.

Our panel of experts discuss the age-old question: What is the correct mix of branding (awareness) and performance (conversion) media for my brand??? We discuss how the customer journey, a brand's maturity and life stage, a test and learn mentality, and robust measurement are all critical to a brand finding this perfect media mix.

Social Casino games are booming, but Apple’s privacy push threatens the health of the market. To continue to grow, marketers have had to learn new ways to reach users. No one knows this better than Saikala Sultanova, Senior Director of UA & Growth at Product Madness.

In partnership with SE2, Generator Media + Analytics, and Lumenati, the Colorado Workforce Development Council (CWDC) and state agency partners have launched a new initiative – called Ready to Rise – that builds on the CWDC’s ongoing efforts to develop our workforce to speed our recovery and rebuild a more just and resilient Colorado.

Marketers are buzzing about the potential of Google's Target CPA bidding, which pairs machine-learning and AI to deliver cutting-edge insights and results.

There are two potential outcomes when it comes to marketing based on pronouns. Only one is good.

When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly eclipse the 50% mark by the end of 2021. But where do the rest of the ad dollars go?

The iOS update that sparked a war between tech giants is shaping up to be of tremendous consequence for advertisers.

We’re delighted to welcome new interns to Generator for the second time in 2021.

We’re very pleased to be joined by Quan Pham and Christal Richards, the newest members of “Team Generator.”

With startups disrupting nearly every industry, brands must rethink their segmentation approach to stay competitive and begin to slice and dice the valuable data in their CRMs. The practice can offer insights into untapped markets with great potential for sales.

In marketing, data is king (and will continue to be king). But for the king to reign well, there must be privacy.

Among our reasons for optimism in 2021 is the exciting news that three new clients have named Generator as their media agency of record.