For decades, brand strategy has been designed primarily for human audiences. But today AI systems are becoming active participants in the customer journey. In our latest Journal of Brand Strategy research, Jack Smyth, Brandtech Country Lead and John Dawson, VP of Strategy at Jellyfish, introduce Generative Engine Marketing (GEM), a fresh approach to building strategies that resonate with both people and AI.
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Marketers use Category Entry Points to understand how their brand comes to mind when people enter an occasion. But with the growth of AI models, John Dawson, VP of BrandStrategy, explains why brands must move that thinking to encompass a new player, introducing Context Entry Points.
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For years, marketing relied on a "gold standard" of tracking that felt bulletproof. But in 2026, that foundation is cracking. If your data feels "leaky," it’s because it is. Dillan Ramratten, Analytics Director explains why brands aren't just facing a glitch; they are facing a total shift in how measurement works.
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At Jellyfish, we marked International Women's Day by coming together to talk about leadership, confidence, and the power of support networks. Inspired by the 2026 theme “Give to Gain,” we explored a simple idea: when leaders give their time, advocacy, and encouragement to others, everyone grows.
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The era of marketing to humans who make purchase decisions is changing dramatically. The new era is marketing to AI agents who make or shape purchase decisions on behalf of humans. This is the era of Generative Engine Marketing. To understand this shift, we put our Jellyfish Agent Shopper platform to the test. Here is what AI Shopping agents revealed and what it means for brands.
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2026 has officially landed and this year will mark the acceleration of agentic-driven Gen AI content at scale. From agentic commerce to privacy-first attribution, the year ahead will reward brands that integrate AI strategically rather than tactically. See what some of our Jellyfish experts predict for brands ready to scale smarter.
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User Experience (UX) and Conversion Rate Optimization (CRO) are two sides of the same coin. Mark Clayton, Senior UX Designer, explains why great digital experiences don’t come from aesthetics or optimization alone, but from the seamless alignment of both. By fostering continuous collaboration, UX and CRO together become a self-improving system, one that delivers smarter solutions to addresses client challenges more holistically.
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Amazon Ads unBoxed was a crucial moment, clearly signaling Amazon's ambition to transform its Demand-Side Platform (DSP) into the industry’s most powerful and strategic full-funnel ad machine. James Bourner, VP AdTech Solutions & Briana Cifelli, Senior Director, Retail Media at Jellyfish, share their insights. The key themes they identified weren't isolated product updates; they were interconnected moves designed to simplify strategy, democratize data, and expand premium reach.
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The digital landscape is undergoing its most significant transformation in decades, fundamentally driven by AI. In our recent webinar, The One Search Compass, Jellyfish SEO experts outlined how the rise of AI has fractured the traditional marketing model and shared a new, integrated strategy for how brands gain and maintain visibility in the AI Search era.
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What happens when thousands of young leaders gather in a city alive with ideas, urgency, and possibility? At the One Young World Summit in Munich, Sherine Patrick, Media Strategy Director at Jellyfish, found answers that were as energising as they were thought-provoking. In this piece, she shares the insights, stories, and conversations that left a lasting mark.
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Our VP of Brand Strategy, Tom Roach, teamed up System1 to put AI-assisted ads to the test. They compared results from two angles: System1’s human response testing and Jellyfish’s own LLM-powered Share of Model™ creative testing. The big surprise: AI-assisted ads outperformed the average traditionally made ad. In his new Marketing Week article, Tom explains why, offering fresh insight into how both people and LLMs judge creative today.
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AI is transforming marketing, but its environmental footprint can no longer be ignored. The urgent question for brands is: How do we harness AI’s power without undermining our sustainability goals? Celine, VP of Sustainability at Jellyfish, shares the roadmap for moving forward responsibly in this latest article for The Drum.
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In his latest Marketing Week piece, Tom Roach, VP Brand Strategy at Jellyfish, explores how AI is reshaping brand building and search—from zero-click results to generative engine optimization (GEO). Tom outlines what this shift means for brand strategy, emphasizing the need to ensure your brand appears in large language models (LLMs) outputs and how to track and improve brand perception using tools like the Share of Model™ platform.
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At Advertising Week 2025 in New York, Jellyfish US Managing Director Karen Bennett joined TikTok’s Rachel Ryan and the National Research Group’s Grady Miller to discuss AI’s evolving role in marketing and creativity. Key takeaways: transparency builds trust, human–AI collaboration drives better results, and efficiency must never come at the cost of empathy or imagination.
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The evolution of addressable advertising has never felt so tangible. During Advertising Week 2025 in New York, Jenn Donohue of Amazon Ads and Bill Herman of Spectrum Reach took the stage to explore how data-driven precision is reshaping the future of media. In this recap, Kumar Shah, Senior Growth Director at Jellyfish, highlights how their conversation painted a picture of precision advertising that moves beyond broad reach to deliver true relevance and impact.
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How do you taking Gen AI from the testing phase to full enterprise-wide adoption? Will Hanschell, co-founder and CEO of Brandtech Group’s Gen AI marketing platform, Pencil shares six steps to integrate Gen AI into your marketing operations.
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At Brxnd AI, Jellyfish AI leaders came together with some of the world's most innovative brands to explore the intersection of marketing and AI. The conversations centred on three key themes: optimizing content for both humans and machines, creativity at hyper-speed, and ditching rigid processes for true agility. A key takeaway was marketers and machines aren’t competing, they’re inventing the future together.
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How can brands grow faster on the same budget, stay discoverable as AI reshapes search, and scale in-housing without extra complexity? Our Chief Solutions Officer for Strategy, Planning & AI, Natasha Wallace, spoke to NewDigitalAge about our AI-driven in-housing media platform. Powered by proprietary AI agents, including the new Media Ops Agent, and integrated with tools such as Pencil Pro, Share of Model™ and Social Agents, it connects strategy, creative and media in one unified platform. The result? Faster cycles, smoother approvals, stronger governance, and greater confidence in performance.
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Brands don’t struggle with iOS updates, they struggle with the relentless pace of change itself. In this post, Brett Cella, VP, Marketing Technology at Jellyfish, explains how brands can turn constant disruption into an advantage by embracing operating models that make teams faster, smarter, more secure, and adaptive, while building measurement strategies on durable foundations like server-side data, first-party relationships, and Marketing Mix Modeling (MMM).
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In a recent webinar hosted by Jellyfish, Addingwell and Didomi, data privacy experts shared best practices around privacy-centric measurement. The discussion focused on Consent Mode, Server-Side Google Tag Manager and other key components essential for ensuring privacy-safe data collection and measurement as we move into Q4 and 2026.
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Success in this new era demands more than compliance - it requires building genuine trust with consumers. The brands that thrive will treat trust as a strategic asset that drives both growth and innovation. In his latest article for The Drum: Data for Drummies, Alex Davies, CSO of Martech at Jellyfish, explores five essential marketing priorities for brands looking to succeed in a privacy-first, AI-driven landscape.
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Back-to-School used to be more straightforward. You stocked shelves, brands ran a promotion, targeted parents and students, and waited for the sales to start. But today, brands who treat them purely transactional are missing the real opportunities. In this post, Briana Cifeli, Senior Director of Retail Media, frames Back-to-School as a test of brand readiness, where success comes from showing up early, connecting emotionally, and being visible in an AI-driven shopping landscape.
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AI has changed the way brands operate, but are you using it to it's full potential? In a recent article with The Drum, Natasha Wallace, CSO at Jellyfish, shares three steps every CMO needs to take to elevate AI from a tactical efficiency tool into a strategic accelerant for growth. And here's the kicker: if you aren’t tracking how and how often your brand appears in these new AI‐driven pathways, you're ceding influence to competitors.
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Apple’s latest privacy updates and SKAN changes are reshaping how marketers track and optimize mobile performance. In our recent webinar, All Things App Attribution: Inside the iOS Privacy Shift, Jellyfish partnered with AppsFlyer to share actionable insights on adapting to this shift, covering everything from SKAN 4.0 to MMPs, GA4, and deep linking to help brands future-proof their app measurement strategies.
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That’s the challenge we gave ourselves during SXSW London, leveraging cutting-edge AI tools to build a brief, hone a strategy, generate concepts, and produce broadcast-ready marketing content – all in 24 hours. Powered by Pencil with Veo3, we rose to the occasion. The result? Moodlings: A new brand of mood-enhancing gummies.
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In a recent Think with Google article, Paul Limbrey (Google VP, Global & Agency Partnerships) shares that agencies are 35% ahead of in-house teams in using AI for marketing. He highlights that true success comes from the right AI partner ecosystem, not just tools. At Jellyfish, we embrace this approach developing platforms like Share of Model™ to unlock new AI-driven insights, as well as offering Gen AI training courses.
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We split our industry into two audiences: B2B and B2C. But the new frontier is B2A: Brand-to-Agent. In his latest article for The Drum, Jack Symth, Chief Solutions Officer for AI, Planning, and Insights, explores why AI agents are becoming the most important audience you'll never meet, and what it takes to ensure your brand is visible, relevant and chosen by the agents making decisions on behalf of consumers.
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As consumers increasingly turn to LLMs rather than search engines for product and service advice, marketers must adapt. Unlike search engines, LLMs won’t show weak results; your brand either shows up or it doesn’t! In this Harvard Business Review piece, John Dawson, VP Strategy and Akansh Jaiswal, Senior Investment Analytics Manager, highlight how our Share of Model™ platform can help you craft strategies that resonate with both AI and your audience. Is your brand optimized for algorithms that talk back?
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In a recent webinar hosted by Jellyfish and Google, industry experts dove into the power of Google Tag Gateway (GTG), formerly known as First-Party Mode, and why it represents a pivotal advancement for advertisers navigating today’s complex digital ecosystem. With browsers tightening privacy controls and third-party cookies becoming less reliable, GTG offers a forward-thinking solution to maintain data accuracy, drive better performance, and honor user privacy.
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Advanced Google Analytics 4 (GA4) can offer powerful insights — if you know how to utilize it effectively. In our recent expert-led webinar, we identified actionable tips for brand marketers on how best to optimize performance tracking, audience understanding, and campaign effectiveness.
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Remember when we laughed at people who typed full questions into Google? Turns out, they were just ahead of the curve. With the rollout of Google's new AI Mode, search is shifting from keywords to conversations — marking the biggest change in search technology in over a decade. Here's what it means for the future of how we find information online.
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Getting something done in marketing today, usually means logging into one platform or another. But are these platforms truly connected? Daniel Smulevich, EVP of Cloud, shared insights with MarTech360 on how to navigate the complexities of Martech by integrating data, aligning teams, and leveraging smarter marketing strategies to deliver real business results.
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At the Future of Brands 2025, Jack Smyth joined Gokcen Karaca, Head of Digital & Design at Pernod Ricard, to discuss why generative AI (GenAI) is the new battleground for brands and how Jellyfish’s Share of Model™ platform is changing the way brands influence GenAI results to their advantage.
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We're reimagining what it means to create in real time. In LBBonline – Little Black Book's latest feature for its AI Spy series, our Senior AI Creative, Lucas Stanley dives into AI and the value of real-time creativity, explaining how he uses generative AI to craft content faster, test smarter, and bring clients into the process together, where real time means real results.
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Too often, new technologies are bolted onto already-fragmented martech stacks, leading to bloated systems, rising costs, and stalled innovation. With Generative AI and autonomous agents emerging as the latest game-changers, it's time to fundamentally rethink about martech infrastructure. Otherwise, brands risk repeating the same cycle: adding complexity without control, and tech debt without return. Daniel Smulevich, VP, Jellyfish Cloud shares his insights into how to break this pattern and build AI-powered systems that deliver real results.
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Marketers are sitting on untapped Martech ROI not because they lack the right tools, but because they haven't activated them effectively. In this article for The Drum: Martech for Drummies, Michael Nicolosi, Senior Director of Analytics at Jellyfish, explains how to close the activation gap, stop value leaks and turn your Martech stack into a growth engine.
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While established networks have massive reach, trends show that we’re in an increasingly fragmented world. So seeking moments to win in this space, means smaller brands should focus on building loyalty through engaging, customer-centric campaigns, and ultimately be where customers are, regardless of platforms.
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John Lewis talks with Google about how they partnered with Jellyfish to tackle the key challenges they were facing in optimizing their Search campaigns. Working closely together we built a future-proof data strategy using server-side Google Tag Manager (sGTM), giving John Lewis greater control over data collection, distribution, and measurement. The result? An enhanced shopping experience and improved campaign performance.
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Third-party cookies are disappearing—but who’s ready for what’s next? Brett Cella, VP, Martech Americas, shares with Exchangewire how zero-party data is reshaping brand awareness and helping marketers thrive in a post-cookie world.
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In the fast-moving travel industry where demand shifts in an instant, brands must adopt smart data strategies and the right technology. In our recent webinar, Winning in Travel: How Data & Technology Drive Competitive Advantage, industry experts from Google, Feedonomics and Jellyfish share insights on how brands can harness applied AI, data optimization, and automation to drive success in travel marketing.
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Every word counts when prompting an AI to generate an asset. Lucas Stanley, AI Creative Senior Manager, spoke with The Drum about the subtle art of prompt engineering and how a socio-linguistic approach can help unlock the full potential of generative AI.
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Let's cut through the noise. We’re all privy to marketing buzzwords and shiny new technologies, BUT, there's a game-changing strategy hiding in plain sight—and it's not about chasing the next big tech trend. The real game-changer lies in how you collect, understand, and maximize the incredible potential of your first-party data.
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In a move set to reshape Ireland's ecommerce landscape and impact the wider European market, Amazon has recently announced plans to launch Amazon.ie in 2025.
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The most memorable campaigns aren’t just fleeting moments of attention; they’re the ones that embed themselves in our culture. Cayal Mathura, EVP, Creative & Experience, spoke to The Drum about how some Super Bowl ads can spark a movement and even reshape the zeitgeist itself.
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Marketers are realizing that they have a new audience: the Large Language Models (LLMs) that help millions of customers find, compare, and choose brands every single day. As more LLMs use the open web to inform and refine their recommendations to real people, marketers can expand their Google Performance Max (PMax) strategy to ensure they’re engaging every possible prospect today and priming LLMs to recommend their brand tomorrow.
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What if your audience is no longer relying on search results, but are also turning to ChatGPT for recommendations? Jellyfish's Share of Model™ platform lets you see exactly what LLMs have to say about your brand. CSO, AI, Planning & Insights, Jack Smyth spoke with AdExchanger about this essential insight.
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Discover Q1’s key trends on Amazon and learn how to leverage omnichannel strategies to maximize your brand's impact. From understanding the power of Amazon Marketing Cloud to driving full-funnel success, this guide will help you prepare for a successful start to 2025.
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Setting the scene for 2025 our Jellyfish experts have a raft of predictions for where AI innovations, tech, culture and content creation are set to take the ad world next. Covering upskilling in an AI-driven world and the roll out of generative AI at scale.
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How can GenAI technology transform content workflows and dramatically reduce production time while achieving high content quality at lower cost? This 30-minute session is ideal for marketers who want to stay ahead of the AI curve.
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John Dawson, VP of Strategy, explores how LLMs like ChatGPT are transforming the shopping experience for The Drum. These models are reshaping how consumers discover, compare, and buy—transforming the consumer experience of 2025 and beyond. Curious about what LLMs reveal about your brand, category, or competitors? The Share of Model™ platform delivers insights across major LLMs, offering brands a fresh perspective in the AI era.
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As the dust settles on Black Friday 2024, the US’s shopping scene has revealed fascinating trends and behaviors that shaped this year’s retail frenzy.
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Understanding how GenAI tools can transform your campaigns, and how to get started, is as much about envisioning possibilities as it is about technical execution. Lucas Stanley, Cinematographer at Jellyfish, gives some top tips on how GenAI fits into our processes, and how it can meet the unique needs of our clients.
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Black Friday has long been the cornerstone of holiday shopping, but its evolution into a week-long retail extravaganza has shifted the game for brands, especially on platforms like Amazon.
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Discover how Value-Based Bidding (VBB) can revolutionize your advertising approach by targeting customers who truly impact your bottom line.
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AI is transforming the ad world and it's time to set the rules. Brett Cella, our Regional Director for Ireland and VP of Analytics, breaks down how responsible AI principles are key for building lasting trust and driving performance for AiThority.com. AI-driven ads are built on four fundamental principles: transparency, fairness, privacy, and accountability. These principles directly influence how brands build campaigns that truly connect with consumers and drive long-term success.
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Ever wonder why so many AI projects fail? Daniel Smulevich, our EVP Cloud, share insights with Martech Outlook on how brands can overcome common pitfalls and succeed in joining the top 15% of successful AI projects. Packed with actionable tips, he covers everything from crafting a compelling business case to the crucial step of integrating custom data. If you’re looking to maximize the impact of your AI project, this is a must-read!
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For today’s marketers, the challenge is making your data work smarter, faster, and more effectively. That’s where CAPI (Conversions API) can make all the difference. So, why aren’t more brands leveraging CAPI? Eb Adeyeri, our VP of Paid Social & Partnerships, explores this for AdExchanger, highlighting the risks for brands that delay its adoption and the opportunities for those who take action now.
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Daniel Smulevich, EVP of Cloud at Jellyfish Cloud, explains how businesses can unlock significant value by fully leveraging their technology and data — and why many fail to do so. For many companies, the real challenge isn't gaining access to technology, but rather understanding how to use it effectively to showcase and amplify their unique business assets.
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In today's tech landscape, the average business has access to around 80 to 100 tech platforms, making it challenging to choose the right growth path. This is where Jellyfish Cloud comes in - a dedicated business unit focused on helping brands fully leverage their marketing technology by centralizing our expertise in data, AI, and cloud solutions.
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With major retail events in Q4, strategic planning and execution are essential for boosting brand visibility and long-term growth. Our experts share tips and insights for a successful Q4 season in this article.
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The marketing landscape is evolving. Now, brands have a new, critical audience to target: Large Language Models (LLMs) like Google’s Gemini, OpenAI’s ChatGPT, and Meta’s Llama. These AI models are becoming key in guiding customers toward brands, influencing millions of decisions daily. How do you ensure LLMs recommend your brand? The solution lies in optimizing your paid search strategy with Broad Match and AI-driven insights from Jellyfish’s Share of Model™ platform.
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In collaboration with leading experts from YouTube, TikTok, Meta, and Amazon, this 30-minute webinar highlights key trends and tactics for how brands can maximize their sales performance in the peak season.
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In this podcast, we discuss strategies for maintaining enthusiasm, productivity, and success while navigating hybrid work schedules. Featuring insights from Chief Solutions Officer Daniel Paget and Senior People Manager Kevin Funk, the episode explores how to balance remote work and in-office collaboration. Key points include the benefits of face-to-face interactions for creativity and team bonding, while also recognizing the importance of giving employees the flexibility and autonomy to work from their own space.
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Dive into the world of ASO (App Store Optimization) and SEO (Search Engine Optimization) with our experts, Client Partner Tze Sam and Jellyfish's Chief Solutions Officer, Earned Media, Nick Fettiplace. Discover how mastering ASO and SEO can empower you to make informed content decisions that significantly enhance the effectiveness of your marketing strategies. Join us as we unravel the intricacies of ASO and SEO, unlocking their potential to elevate your brand's visibility and engagement.
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Prime Day, Amazon's much-anticipated annual sales event, took place this year on July 16 and 17. This exclusive 48-hour event for Prime members has grown exponentially since its inception in 2015, transforming into one of the most significant retail events globally. Prime Day 2024 continued this trend, offering incredible deals across a wide range of categories and generating record-breaking sales.
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In a (not so) surprising turn of events, Google announced that it would not be deprecating third-party cookies as planned. This decision sent ripples through the digital advertising and marketing industries, leaving many advertisers wondering about the implications for their data strategies. Despite this unexpected move, here at Jellyfish, we still believe in the importance of investing in first-party data, and server-side tagging remains as critical as ever.
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One of the recurring themes at Cannes this year was exploring the intersection between AI and creativity. Our Global ECD, Jo Wallace, hosted a Good Girls x Jellyfish breakfast session entitled Gen AI: the only limit is our imagination. Here’s a short run down of what was a varied and insightful conversation.
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In this podcast, we explore how to demystify and optimize the pitch, one of our industry's most challenging, rewarding, and essential processes. Pitching isn't easy, but to shed light on this crucial aspect of the advertising business, we speak with Jenna Cummings, co-founder of We Are Rival, and Amy Crowther, VP of Brand Strategy at Jellyfish. They discuss how the pitch has evolved, how it continues to change, and what professionals need to understand and apply to make the greatest impact on a brand.
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Before diving into AI-generated marketing, it's important to get your data foundation right. Brett Cella, our Regional Director for Ireland & VP of Analytics, believes every brand needs a strong data strategy. Here are his key tips for advertisers. The race to harness AI in advertising is heating up, with marketers worldwide striving to leverage generative and predictive AI for a competitive edge. However, high-quality data is the crucial foundation behind these advanced technologies. Without a solid data strategy, even the most sophisticated AI models will fall short.
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In our podcast ‘Unraveling Metrics with Econometrician Grace Kite’, we delve into the intricacies of measuring marketing success. With an array of metrics at marketers' disposal, determining the right key performance indicators (KPIs) can be challenging. Joined by Grace and brand strategist Tom Roach, we explore the importance of contextualizing metrics within industry trends and overarching objectives. By identifying common pitfalls in performance analysis and discussing strategies for future-proofing marketing efforts, we aim to empower listeners with insights for informed decision-making.
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Conversion Rate Optimization (CRO) aims to improve the user experience (UX) to align business objectives with the expectations of Internet users. This discipline goes beyond AB Testing by involving a variety of skills. CRO encompasses the continuous improvement of web and mobile interfaces, seeking to convert interactions into valuable actions for the company (purchases, registrations, etc.). To succeed in this field, it is crucial to have analytical, marketing and development skills, as well as a rigorous methodology and clearly defined objectives.
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As third-party cookies phase out, the overhaul of Australia’s Privacy Act 1988 is set to bring significant changes by August. This article explores the origins, key proposals, and impacts on the advertising landscape, and how Jellyfish Australia is helping clients navigate this privacy-centric transition.
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Céline Craipeau, VP of Sustainability at Jellyfish talks with Google about how sustainability is a core focus for us at Jellyfish and how we show up and serve others with our sustainable principles — from our in-house operations to how we work with clients.
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Are you ready to transform your advertising game in the new era of privacy? Download our groundbreaking whitepaper co-published with Meta on GeoLift, a game-changer in the advertising industry.
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Nick Emery is a special guest on the AdExchanger Talks podcast
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Could ChatGPT be your brand's next Strategist? Our Brand Strategy Director, James Croft investigated, finding that while AI may be helpful for brainstorming, you shouldn't write off human input just yet...
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White Paper : Discover how current and future privacy changes can impact your business - for the better.
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Jellyfish offers a dedicated Amazon analytics program, which connects to Amazon APIs to provide easy-to-use, personalized, and responsive dashboard to clients.
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In an interview with Botify, PR Director Katheryn Watson offers advice on how PR teams can leverage their expertise for beneficial outcomes during Black Friday and beyond.
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The team at Botify had a chat with our Earned Media team to get their advice on how to navigate the next couple of months to maximise the much-anticipated holiday season.
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It doesn’t seem right that most of the industry uses a template built on three layers which are each mostly wrong and not strongly supported by marketing science.
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