White Papers 2018-2025
Researched, reported, written, edited, and designed by Ad Age Studio 30 in collaboration with partners’ subject-matter experts and content teams, and promoted via email newsletters to Ad Age’s audience
2018
Gen Z: Decoding the digital generation (Aug. 16, 2018; UNiDAYS)
Health and Beauty (Oct. 22, 2018; N/A)
Z: A generation redefining health and wellness (Nov. 15, 2018; UNiDAYS)
The power of an expanding OTT universe (Nov. 29, 2018; DISH Media)
2019
Gen Z and the Future: A Mixed Outlook (April 22, 2019; UNiDAYS)
Addressable TV: Why Advertisers Need it Now (June 27, 2019; DISH Media)
Reaching Gen Z: The Marketing Playbook (Sept. 3, 2019; UNiDAYS)
How to solve the mobile engagement crisis: from installs to conversion (Nov. 1, 2019; Criteo)
The Growth of OTT and Programmatic (Nov. 4, 2019; DISH Media)
2020
What marketers can learn from previous economic downturns (May 22, 2020; Ad Age)
Podcasters are the new influencers (July 2, 2020; Podcorn)
Downtime Opportunity: 2020 Edition - White Paper (Sept. 17, 2020; Ad Age)
Combating Ad Fraud in the Age of COVID-19 (Nov. 20, 2020; Spider AF)
Unlocking the Power of the Data Cloud (Nov. 25, 2020; Snowflake)
Why cannabis audiences are the new gateway to growth for big brands (Dec. 17, 2020; Fyllo)
2021
Found content: A new standard of creative production (Jan. 19, 2021; Catch&Release)
Addressable TV: The future is now (May 5, 2021; DISH Media)
Zero-party data: An optimal path to personalization (June 22, 2021; Cheetah)
How to win the post-third-party future (June 30, 2021; Piano)
Brand Purpose (Sept. 20, 2021; Kantar)
Protecting personal data at your virtual event (Dec. 10, 2021; Glisser)
2022
The agency-brand disconnect: Finding a way forward (Jan. 19, 2022; Frontify)
Top 5 trends for brands to watch in 2022; (Jan. 20, 2022; Brandwatch)
Paid and organic social: Working together to drive business results (April 25, 2022; Hootsuite)
The Programmatic Challenge: Embracing Digital Opportunities (May 3, 2022; StackAdapt)
Pivot or panic: How smart brands navigate challenging times with creativity (May 4, 2022; Brandfolder)
Unlocking the promise of streaming media (May 31, 2022; TransUnion)
Unlocking the creative power of social media marketing (June 8, 2022; Hootsuite)
Why brand marketers are going all-in on Major League Soccer (June 8, 2022; MLS)
Supercharge your ROI with the right media channels (June 28, 2022; Similarweb)
Amplifying online audio advertising and targeting strategies (June 29, 2022; TransUnion)
MLS and Liga MX's new tournament is an unprecedented opportunity for brands (July 20, 2022; MLS)
The marketer’s guide to web analytics in a privacy-first world (Aug. 3, 2022; DAC)
Why MLS match days offer unparalleled experiences for fans—and brands (Sept. 13, 2022; MLS)
Not Your Father’s SEO: How Brands Can Own the SERP (Oct. 3, 2022; DAC)
The power of OTT streaming and resurgence of local marketing (Oct. 5, 2022; Gamut)
Relationship marketing: The human approach to personalization (Oct. 6, 2022; Cheetah Digital
Influencer marketing: A constant in uncertain economic times (Nov. 1, 2022; Viral Nation)
How DOOH, streaming audio and CTV connect the cookieless, multi-device world (Dec. 12, 2022; Viant)
Work smarter, not harder: How to drive agency efficiency in 2023 (Dec. 15, 2022; Scoro)
How economic uncertainty leads to innovation and opportunity (Dec. 22, 2022; Quad)
2023
Unleashing the power of the transactional moment (Feb. 6, 2023; Rokt)
Third-party data and programmatic: The essential combination for growing brands (Feb. 24, 2023; Datonics)
The power of creative: How ad quality improves ROI (March 15, 2023; Kantar)
Why local presence management is critical to brand health (April 3, 2023; DAC)
Rideshare advertising: The latest in video out-of-home reaches consumers on the go (April 4, 2023; T-Mobile Advertising
Hispanic marketing report 2023 (May 15, 2023; Digo)
The evolving programmatic landscape: Self-serve is on the rise (May 16, 2023; Stackadapt)
Breaking down the myths of marketing mix modeling (June 5, 2023; DAC)
The connection between high-quality design, visual communication and marketing success (June 14, 2023; Canva)
Creative automation: Revolutionizing how ads are made (June 14, 2023; Celtra)
Transforming your creative strategy: Doing more with less, and at scale (Sept. 21, 2023; MNTN)
Should agencies inhouse or outsource programmatic? (Sept. 25, 2023; Klever)
Veni, vidi, digi (Sept. 26, 2023; Vivvix)
The e-commerce brand guide to marketing efficiency (Oct. 30, 2023; Klaviyo)
Selling agency services as products: A transformative moment (Dec. 11, 2023; SCOPE)
How AI is taking marketing efficiency to the next level (Dec. 12, 2023; Klaviyo)
Media and entertainment redefined: How AI is reshaping the industry (Dec. 20, 2023; Salesforce)
2024
Less do, more think: How to succeed in the AI-powered marketing era (Feb. 1, 2024; Iterable)
Outside the box (Feb. 1, 2024; Vivvix)
Navigating AI disruption: A CMO’s strategic blueprint (May 7, 2024; DAC)
Hispanic marketing report 2024 (July 1, 2024; Digo)
The empathy effect (July 3, 2024; Base Beauty)
Navigating the evolving SEO, SEM and shopping landscape (Sept. 12, 2024; DAC)
Brand health over sales wealth (Nov. 14, 2024; Kantar)
A new era of storytelling: Inspiration for today’s brands (Nov. 19, 2024; Meta/Kantar/CreativeX)
How AI decisioning will bring marketing into a new era (Dec. 17, 2024; OfferFit)
2025
Top 10 e-commerce and DTC trends of 2025 (March 4, 2025; Klaviyo)
Winning in an attention deficit economy: Why the best ads don’t look like ads (March 18, 2025; EightPM)
The future of personalization: How brands can win with location-based marketing(March 26, 2025; DAC)
Closing the execution gap: How smarter audiences and better data drive marketing success (May 21, 2025; Kantar)
The power of connected data (May 21, 2025; Kantar)
Why club soccer is the next big play for brands (June 4, 2025; MLS)
Generative marketing intelligence: A new way for innovative brands to drive efficiency and performance (Sept. 10, 2025; DAC)
Data-backed creator benchmarks every marketer needs now (Sept. 11, 2025; Viral Nation)
The Q4 playbook for independent agencies (Sept. 18, 2025; Pathlabs)
How AI-driven retail media is reshaping every corner of the restaurant business (Sept. 24, 2025; DoorDash Ads)
How AI is rewriting the brand playbook (Oct. 6, 2025; Real Brand Strategy)
Discover how retail media networks are redefining marketing performance (Nov. 6, 2025; Instacart)
E-books 2019-2025
White papers produced by Ad Age partners, shared on AdAge.com, and promoted via email newsletters to Ad Age’s audience
2019
How to solve the mobile engagement crisis (Nov. 15, 2019; Criteo)
2020
A 3-minute guide on machine-learning-led marketing (April 6, 2020; Zeotap)
2021
How to build your in-house marketing mix modeling capabilities (March 1, 2021; Scanmar QED)
The definitive guide to online proofing (March 17, 2021; Ziflow)
The compelling allure of interactive CTV (April 19, 2021; Undertone)
Turning interest into impact: How marketers will drive relevance and real change in 2022 (Oct. 26, 2021; IPG DXTRA)
Escaping the clutch of cookies—and creating a new future of privacy (Dec. 16, 2021; Undertone)
2022
Making brand purpose resonate (Feb. 28, 2022; Kantar)
Agency guide: How to build the perfect marketing strategy for your clients (June 27, 2022; Similarweb)
Ghost bidding for causal advertising measurement: a case study (July 6, 2022; Martin AI)
The Propel media barometer Q3 2022 (July 11, 2022; Propel My PR)
How first-party identity will rule personalized commerce marketing (July 12, 2022; Jivox)
Understanding & embracing consumer identity: multicultural & LGBTQ+ terminology (July 21, 2022; Collage Group)
Audience of one 2022: Getting personalization right (Aug. 1, 2022; Movable Ink)
The person behind the data: People weigh in on how companies handle their data (Sept. 22, 2022; Ketch)
How to bring your brand mission to life (Oct. 6, 2022; Brandfolder)
Stages & solutions: Today’s commerce-tech operator profiles and preferences (Oct. 10, 2022; Rightpoint)
The Propel media barometer Q4 2022 (Oct. 20, 2022; Propel Media)
The state of content marketing: 2022 global report (Nov. 2, 2022; Semrush)
The consumer-defined future of streaming is here (Nov. 8, 2022; Infillion)
Improving resilience could save your brand $700,000 (Nov. 15, 2022; Brandfolder)
State of audio: 11 moments that matter (Nov. 28, 2022; Audacy)
2023
8 ways brand advertisers, ad agencies, and adtech companies can boost insights and ROI with the Media Data Cloud (Feb. 8, 2023; Snowflake)
The ultimate guide to building a thriving brand community (Feb. 22, 2023; AnyRoad)
The complete SEO inbound marketing guide (Feb. 22, 2023; Conductor)
7 habits of high-performance marketing teams (March 7, 2023; Wrike)
YouGov’s global media outlook report 2022 (March 11, 2023; YouGov)
A five-star app starts with a five-star experience (March 29, 2023; Shockoe)
Stay ahead of mobile app trends—how your business can stand out (April 29, 2023; Shockoe)
How to produce video creative cost-effectively (May 1, 2023; Shuttlerock)
Unlocking the value of cookieless: A brand's guide to leveraging universal IDs (May 3, 2023; ID5)
State of audio: Fuel the funnel (May 4, 2023; Audacy)
How to produce video creative cost-effectively (May 11, 2023; Shuttlerock)
Examining the new customer journey (May 16, 2023; Infillion)
Virtual product placement is rewriting the future of advertising (May 18, 2023; Ryff)
5 steps for selecting the right email marketing platform for media and publishing (June 15, 2023; Marigold)
Organic website traffic industry benchmarks report for 2023 (June 27, 2023; Conductor)
Strategies to keep growing when budgets get cut: a wilderness guide for brands (June 28, 2023; Brandfolder)
In the race to connect with EV shoppers, data is in the driver's seat (June 29, 2023; Urban Science)
2023 marketing report: top challenges and opportunities (July 11, 2023; SurveyMonkey)
Getting smart about ad waste (July 13, 2023; InMarket)
Proving the power of podcast ads through vital consumer data (July 24, 2023; DISQO)
Performance TV: The new and improved TV advertising model (July 25, 2023; MNTN)
What's next for social commerce (Aug. 1, 2023; Aki Technologies)
Social media effectiveness: Measuring brand performance across channels (Aug. 10, 2023; DISQO)
The podcast playbook (Aug. 14, 2023; Audacy)
The CPG pre-shop planning report (Aug. 15, 2023; AdAdapted)
The 2023 podcast trends report (Sept. 12, 2023; SXM Media)
Seven secrets to advertising in a downturn (Sept. 18, 2023; Kantar)
Revolutionizing retail with AI: your path to success (Sept. 19, 2023; Wunderkind)
2023 FutureBrand Index ranks companies based on brand perception strength (Sept. 20, 2023; FutureBrand)
How to achieve operational excellence: A roadmap for service businesses (Oct. 2, 2023; Forecast)
Mind the gap: Bridging the gap between technology & creative in DOOH (Oct. 3, 2023; Vistar Media)
Dynamic creative optimization: 16 pitfalls to avoid (Oct. 24, 2023; Jivox)
More is more: The media execution partner playbook (Oct. 25, 2023; Pathlabs)
State of audio: The fall 2023 report (Nov. 7, 2023; Audacy)
Why CTV advertising success relies on both ends of the funnel (Nov. 9, 2023; MNTN)
Digital audio vs. ... (Nov. 10, 2023; SXM Media)
Learn mobile marketers' best kept secrets (Dec. 7, 2023; Moloco/Ipsos)
2024
How to grow your business with connected TV (Jan. 10, 2024; MNTN)
Elevate your strategy with the 2024; digital advertising trends report (Jan. 25, 2024; Smartly.io)
The winning tactics for reaching today’s sports fans (Feb. 19, 2024; Infillion)
The cost of indecision (March 1, 2024; Methodify)
Kindness in advertising: Dramatically resetting the user experience (March 8, 2024; Wunderkind)
Taking advantage of 2024; social media ad effectiveness benchmarks (March 20, 2024; DISQO)
The stream 2024: Powerful streaming insights for marketers (March 21, 2024; Tubi)
Create lifelong consumers with the power of rewards (April 9, 2024; Fetch)
The independent agency’s guide to scaling media execution (April 11, 2024; Pathlabs)
How first-party data is fueling the future of personalized sports marketing (April 30, 2024; Sportradar)
Presenting 2024's CTV ad-effectiveness benchmarks (May 16, 2024; DISQO)
Life without the third-party cookie (May 22, 2024; Ansira)
Your performance TV guide to summer (June 5, 2024; MNTN)
From tortoise to cheetah: How to elevate your marketing ROI for growth (June 10, 2024; Kantar)
Debunking the short and long-term myth of marketing (June 18, 2024; TransUnion)
The agency's roadmap to effective freelance operations (July 9, 2024; Worksome)
What data is your marketing missing? (July 11, 2024; Quad)
From ads to zeitgeist: the relationship between advertising and culture (July 16, 2024; Amazon Ads)
Thought you knew customer lifetime value? (July 31, 2024; Zeta Global/Forrester Consulting)
The 2024 direct mail marketing benchmark report (Aug. 14, 2024; SeQuel Response)
How brands can win the next generation of sports fans on CTV (Aug. 15, 2024; DISQO)
How to drive real business results with CTV (Aug. 19, 2024; Ground Truth)
Why agencies can't do it all themselves (Aug. 21, 2024; Pathlabs)
Taking back control in the age of AI (Aug. 22, 2024; Kantar)
Generative AI and CGI for brand imagery (Sept. 10, 2024; Quad)
State of the e-commerce industry (Sept. 16, 2024; Klaviyo)
How KFC integrated creative into its marketing metrics (Sept. 18, 2024; Kantar)
From ad personalization vs. privacy to ad personalization with privacy (Oct. 9, 2024; Urban Science)
Boost your holiday campaigns with the 2024 Holiday Advertising trends report (Oct. 15, 2024; DISQO)
State of audio: trends report (Nov. 7, 2024; Audacy)
Cringey or cool? What teens really think about trendiness in ads (Nov. 8, 2024; TeenVoice)
Media and entertainment industry data and AI trends report (Nov. 11, 2024; Salesforce)
Future titans of advertising (Nov. 14, 2024; MediaRadar)
Get the guide: 4 steps to accelerate your revenue with customer data (Nov. 15, 2024; Klaviyo)
Breaking down the barriers behind the audio investment gap (Dec. 6, 2024; Audacy)
The 2025; pulse of marketing report (Dec. 13, 2024; Smartsheet)
Revolutionize your customer data strategy (Dec. 16, 2024; Klaviyo/Forrester Consulting)
The path to personalized impact in automotive programmatic media (Dec. 17, 2024; Urban Science)
Discover the do's and don'ts of direct mail for 2025 (Dec. 18, 2024; SeQuel Response)
2025
How influencer marketing unlocks e-commerce success (Jan. 16, 2025; MikMak)
Digital advertising trends report (Jan. 21, 2025; Smartly.io)
Unlock your data (Jan. 23, 2025; Salesforce)
The forgotten “w” (where) improves media and creative outcomes (Jan. 29, 2025; DAC/Forrester Consulting)
New study proves localized advertising is more effective among key demographics (March 11, 2025; Locality)
How your brand can drive success using entertainment partnerships (March 13, 2025; MutualMarkets)
How you can reach consumers with addressable, measurable marketing (March 14, 2025; Liveramp)
How you can leverage search trends to drive brand awareness (March 25, 2025; adMarketplace)
How viewers stream today and what it means for your brand (March 25, 2025; Tubi)
How to use custom trackers to drive your business growth (April 8, 2025; Kantar)
Agile media solutions can help media buyers drive measurable results (April 9, 2025; Pathlabs)
How to get full-funnel audio campaign measurement (April 10, 2025; Audacy)
Fresh insights can help you find clarity in marketing chaos (April 17, 2025; TransUnion)
10 media execution myths that cost agencies growth and profitability (June 2, 2025; Pathlabs)
Why zero-party data beats cookies for precision, privacy-first marketing (July 1, 2025; mCanvas)
Planning season playbook: bulletproof moves for health care marketers (July 31, 2025; PatientPoint)
Turn high-emotion sports moments into marketing gold (Aug. 13, 2025; Sportradar)
Rethink your audience strategy: How to stop guessing who your ads reach (Sept. 9, 2025; Rise, a Quad Agency)
Discover how pre-search incrementality drives better results than traditional channels (Sept. 12, 2025; Veve)
Choosing ad agencies in the AI era, part I (Sept. 15, 2025; Cross Media/InnovationForge AI)
The B2B brand marketing shift (Sept. 22, 2025; Stackadapt)
Winning holiday marketing strategies for 2025 (Sept. 25, 2025; Stackadapt)
From campus to culture: The rise of NIL influencers (Oct. 8, 2025; The GOAT Agency)
Patients are looking for you—meet them in the portal (Oct. 9, 2025; PatientPoint)
The 2025 performance TV advertising playbook (Oct. 10, 2025; TVScientific)
Choosing the right agency in the AI era (Oct. 14, 2025; Cross Media/InnovationForge AI)