While marketers have been grappling and struggling with solutions to the loss of third-party cookies over the past couple of years, new and smarter ways of investing media dollars have been evolving.

Let's talk about campaign data. We know waste is significant in the current paid media ecosystem—wasted dollars account for up to 74% of total media spend, a study conducted by ISBA and PwC estimated.

For over a decade, brands have used social media to connect with their target audiences. Now, thanks to cloud computing power and big data, they can do so with much greater precision. Better still, ...

Today, the issue of data collection of online users remains a controversial issue. Today, data collection of online users remains a controversial issue. However, for many businesses, it isn't an issue ...

The new in-house PepsiCo team is focused on CRM, digital, data management, shopper marketing and ad tech, all areas where data plays a key role. As such, the move can be seen as an attempt by PepsiCo ...

Wendelin Hume does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond ...