The Interactive Advertising Bureau (IAB) has released a Cross-Channel Measurement Decision Guide for public comment, proposing a structured approach to help marketers reconcile conflicting performance signals across marketing mix modeling (MMM), incrementality testing and attribution. Developed through Project Eidos, the initiative aims to connect measurement evidence more directly to advertising budget allocation and campaign optimization…

AdFury has launched a self-service, agentic AI tool that generates compliant rich media content for Walmart product detail pages (PDPs), aiming to reduce the time and resources brands spend developing enhanced product experiences. The feature, part of the company’s digital shelf platform, uses existing product page imagery, descriptions and attributes to create structured content designed…

Valley Hi Toyota is turning its long-running Halloween-themed advertising series into an audience participation campaign, inviting viewers to vote for their favorite installment and enter a giveaway for a 65-inch smart TV. The Victorville, California, dealership is using the finale of its fictional Rawr Family zombie storyline to extend engagement beyond individual commercials. The campaign…

The United States Golf Association (USGA) has appointed Gupta Media as its paid media agency of record following a competitive pitch process that began in February. The agency will oversee paid media strategy, planning, buying and reporting, with a remit that also includes audience development, first-party data integration, measurement and campaign optimization. The appointment expands…

Nativeads.ai has integrated Adverteyes’ creative intelligence technology into its AI-powered advertising production platform, connecting ad generation with predictive creative scoring and recommendations. The integration is designed to help brands, agencies and media teams assess which creative variations may be more effective before committing advertising budgets. The combined workflow allows users to generate on-brand advertising assets…

Daily generative and agentic AI use among marketing and advertising professionals has nearly doubled in a year, but organizations are struggling to measure whether the technology delivers financial returns. That is the central finding of Basis’ fourth annual AI and the Future of Marketing report, which surveyed 184 professionals across agencies, brands and publishers in…

Global X Management Company has launched the largest advertising campaign in its history alongside a refreshed brand identity and redesigned website, combining a broader media strategy with changes to its digital customer experience. The investment management firm plans to promote the updated brand across print, digital publications, podcasts, social media, streaming television and digital billboards….