Brittany Paril

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The Movement Toward Incrementality

By Brittany Paril / December 2, 2021

Taking Campaign Measurement to the Next Level The digital ad space is growing more complex every day, fueled by advancements in technology, changes in consumer buying preferences, and shifts in media consumption. Digital marketers face growing pressure to identify the channels and tactics that generate the most value for a business’ bottom line. As a result, marketing […]

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Five Steps to Protect Your Brand Against CTV Ad Fraud

By Brittany Paril / December 1, 2021

In the crowded digital advertising landscape, marketers have their work cut out for them focusing on brand success and campaign strategy—so dealing with online advertising fraud is the last thing any brand team needs. So how do marketers deal with it without compromising their campaign performance, ad spending, and overall brand image? 

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Direct-to-Consumer (DTC) Marketing Insights Report 1H’22

By Brittany Paril / October 19, 2021

Reaching nearly $20b in revenue worldwide this year, the direct-to-consumer (DTC) market is expected to continue growing, with no signs of slowing down. Driven by the surge in over-the-top (OTT) content consumption via streaming services in recent years, advertisers are increasingly shifting media budgets to this growing channel to deliver their brand messaging to the […]

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CTV/OTT Creative Tips and Best Practices

By Brittany Paril / September 16, 2021

Both CTV and OTT are expanding channels for programmatic advertising that present new opportunities for brands to reach key audiences. By combining the powers of the big screen with sophisticated targeting and emerging interactive capabilities, marketers have the ability to create next-level advertising experiences. When it comes to developing campaigns for these streaming TV environments, […]

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Back-To-School Lessons in Retail Marketing

By Brittany Paril / September 2, 2021

Key Takeaways 1. Amazon will remain the dominant e-tailer in the ecommerce space by far— 41.4% of 2021 U.S. retail ecommerce sales. 2. There will be an increased focus on hybrid shopping experiences. Brick and mortar retailers are launching more digital offerings while some ecommerce brands are looking into opening physical locations. 3. Over 60% […]

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Five Things Every Marketer Should Know About Digital Audio Fraud

By Brittany Paril / August 2, 2021

An Evolving Threat While digital ad fraud has been a relatively easy and lucrative business for scammers from a technical perspective, it has proven to be a financial disaster for advertisers, publishers, and ad platforms themselves. It’s a low-risk, high-profit crime, which is what makes it so attractive to fraudsters. According to the World Federation […]

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The Impact of Apple’s Latest Privacy Changes on the Digital Ad Space

By Brittany Paril / July 1, 2021

Welcome to Ad Tech’s Privacy Era It’s the one word on every ad tech professional’s mind lately—privacy. Conceptually, the right to privacy embodies the belief that a person’s private information should be free from public scrutiny and that we have a right to be left alone. However, as technology evolves, an increased amount of personal […]

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Advertising in a Cookieless & Post-IDFA World

By Brittany Paril / June 2, 2021

What’s Going On? The past few years have been a roller coaster ride for digital advertisers driven by the industry’s increased focus on consumer data privacy. First, there was the introduction of consumer privacy regulations, including GDPR and CCPA. Then came Google’s announcement that third-party cookies would disappear from Chrome browsers completely in 2022. Most […]

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The Role of DTC in Retail’s Digital Acceleration

By Brittany Paril / March 30, 2021

In recent years, market interest has gradually shifted towards direct-to-consumer (DTC) brands. Stay-at-home orders and declines in in-store shopping caused by the pandemic significantly accelerating these shifts. Operating relatively few retail stores and already having an active online presence, many DTC brands were uniquely positioned to weather disruptions caused by the cross-industry impact of COVID-19. […]

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Holiday Shopping Trends Advertisers Will See in the 2020 Season

By Brittany Paril / December 15, 2020

From supply chains to in-store shopping, the 2020 holiday season is going to be drastically different compared to previous years. The holiday season is a critical period for many retailers and brands. Though online shopping has been growing for a while, it has been significantly accelerated by the pandemic. An increased focus on health and […]

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