Marketing mix models (MMM) have long helped advertisers connect media to business outcomes, but traditional models often overlook one critical factor: Not all media impressions are equal. Download, “Modernize Your MMM With Attention Metrics,” presented by Adelaide, to learn how attention metrics can sharpen model accuracy. |
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NOVEMBER 4, 2025 |
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Which of the following brands is encouraging consumers to make in-person plans with the people in their group chats? |
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A) Lush B) Heineken C) Rare Beauty D) Liquid Death |
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TOP STORY |
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When it comes to using AI, creators must juggle audience trust, brand expectations for speed and performance, and competition from virtual influencers. |
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When creators rely too heavily on AI, they lose the individuality that attracts consumers and brands, said RJ Larese, president of talent management company Sixteenth. |
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“When the work starts to sound like a mix of AI-generated noise, it’s obvious,” he said. “You can feel when the human part is missing, and audiences feel it too.” |
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IN THE NEWS |
YouTube TV’s Disney loss means advertisers lose access to key live sports events. Disney channels, including ESPN and ABC, have officially been removed from leading pay TV platform YouTube TV after Disney and Google failed to resolve a distribution dispute. Keep reading |
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Other headlines: |
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AI adoption cuts agency hiring and reshapes creative pipelines. AI is reshaping the future of work at agencies, from reducing junior roles to cutting down on hiring altogether. Keep reading
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Reddit proves its ad power—and why marketers shouldn’t overlook it. In an EMARKETER interview after Reddit’s earnings Thursday, Chief Operating Officer Jen Wong painted a picture of a company that has found a powerful rhythm—financially strong, advertiser-rich, and brimming with global potential. Keep reading | | | |
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ANALYSIS |
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AI is no longer a nice-to-have in retail, it’s becoming essential. It helps make shopping smoother, sparks product discovery, and guides motivated customers to make purchases. But trust still matters most. The retail playbook needs to adapt, using AI to enhance the shopping journey rather than replace it. |
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