How MLB is powering first-party data collaborations with Adobe

The software company is expanding its Real-Time CDP Collaboration offering to help brands connect with other brands around data.

By Chris Kelly • Updated Aug. 19, 2025

Streaming continues ad revenue gain on linear TV, study says

Advertisers continued to shift their dollars from linear TV to streaming during this year’s upfront ad-buying season, per a new report from Media Dynamics.

By Aaron Baar • Aug. 18, 2025

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

By Marketing Dive staff

IPG partners with Aaru for AI-powered consumer simulations

The deal will grow Acxiom’s identity resolution and audience management capabilities and bolster IPG’s Interact platform with more data-driven tools.

By Aaron Baar • Aug. 11, 2025

Dick’s Sporting Goods grows bets on sports content with in-house studio

Cookie Jar & A Dream Studios follows the retailer’s Emmy-winning documentary work and arrives as others invest in original programming.

By Peter Adams • Aug. 11, 2025

How Kroger built a sonic ecosystem into its multichannel brand platform

The grocery giant teamed with Made Music Studio to expand on existing brand elements and engage with evolving consumers.

By Chris Kelly • Aug. 5, 2025

Nielsen moves beyond impressions to outcomes with marketplace offering

The Outcomes Marketplace will draw upon measurement tools from partners to bring together brand, sales, attention and conversion metrics.

By Aaron Baar • Aug. 4, 2025

Publicis elevates sports marketing services with Bespoke acquisition

Agencies broadly sense bigger revenue opportunities in a sports media landscape that is quickly diversifying but also growing more fragmented.

By Peter Adams • July 28, 2025

IPG bets on agentic AI to streamline e-commerce optimization

More than 20 brands are piloting the new Agentic Systems for Commerce amid an increasingly complex commerce ecosystem.

By Aaron Baar • July 28, 2025

VideoAmp builds momentum with Warner Bros. Discovery currency deal

The measurement firm will assist the media giant across linear, digital and cross-platform campaigns to support planning, optimization and more.

By Chris Kelly • July 24, 2025

Publicis Groupe forecasts sunny H2 based on strong H1 new business gains

The company reported it had more than a dozen wins of material new business in the first half. 

By Aaron Baar • July 21, 2025

Volkswagen accelerates tech transformation with new digital AOR

CI&T was praised for its capabilities in generative AI and a product-first approach, which has aided in recent vehicle launches like the ID. Buzz.

By Peter Adams • July 21, 2025

3 takeaways from Omnicom’s Q2 earnings as IPG deal nears completion

The group’s branding and retail commerce segment experienced punishing declines as “uncertain market conditions” affected new launches.

By Peter Adams • July 16, 2025

Comscore, iSpot, VideoAmp pass currency audit ahead of broadcast season

The U.S. Joint Industry Committee confirmed that the three firms’ data held up, even around crucial areas like live sports.

By Chris Kelly • July 14, 2025

WPP names Microsoft vet CEO in sign of AI’s rising role in advertising

Cindy Rose currently helps lead enterprise tech sales at Microsoft and joins the agency as it tries to overcome client losses and worsening macro conditions.

By Peter Adams • July 10, 2025

WPP’s outlook sinks as advertising faces worsening macro conditions

Macroeconomic volatility and the loss of large accounts led the group to cut its 2025 outlook, but it remains to be seen how rivals are faring.

By Peter Adams • July 9, 2025

7 successful marketing campaigns that met 2025’s chaos with determination

As marketers rushed to respond to new tariffs, outside-the-box brand refreshes, classic TV ads and other tactics helped set them apart.

By Peter Adams , Jessica Hammers • July 8, 2025

How CMOs tackled challenges in H1 2025 — and what they must do next

Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence.

By Chris Kelly • July 8, 2025

How Alaska Airlines found a $100M revenue opportunity with Google’s Meridian

Adswerve identified an 11% projected increase in addressable advertising revenue by using Google’s open-source marketing mix model.

By Chris Kelly • July 8, 2025

Dentsu, GeekOut, Kodansha team up to drive Roblox creator opportunities

With next-gen entertainment in mind, Robmix will provide support around on-site and off-site IP development related to the popular gaming platform.

By Aaron Baar • July 7, 2025

Unilever debuts AI-driven design unit to wean brands off TV-first model

Developed with IPG Studios, Sketch Pro aims to deliver social-first content three times faster with help from AI tools like Google’s Veo 3. 

By Peter Adams • July 7, 2025

DoubleVerify, IAS develop attention measurement solutions for Snap

DV Authentic Attention for Social and Snap Attention Measurement, respectively, combine ad exposure data with Lumen eye-tracking technology.

By Aaron Baar • July 2, 2025

Will AI ‘completely rewire’ loyalty programs?

Companies have been able to segment customer data for years, but AI takes it a step further, enabling brands to target offers to specific individuals through their rewards programs.

By Michael Brady • July 2, 2025

Agency’s Cannes Lions awards revoked for use of AI, safeguards introduced

The mutual decision to withdraw the award follows the discovery that Brazilian agency DM9 simulated real-world events and campaign outcomes.

By Aaron Baar • June 30, 2025

IAB standardizes gaming campaign measurement with new framework

The resource outlines standard gaming ad formats across media types like digital, video and audio and explains the must-have metrics available for each.

By Jessica Hammers • June 30, 2025

Omnicom-IPG merger clears key regulatory hurdle focused on ad boycotts

The companies agreed to a consent order that they will not coordinate with other firms to direct spending away from publishers based on political views. 

By Peter Adams • June 24, 2025