December 4, 2025  |  SIGN UP

 
Jim Cooper

Sara Jerde
DIGIDAY, MANAGING EDITOR

British health and beauty retailer Boots has been working with creative data platform CreativeX to pool results from different third-party creative measurement tools and better monitor the value its ads are generating. It’s a way CMOs are hoping to lean on science, rather than art, to judge the value of campaign assets.

Elsewhere:

  • OpenX redraws the SSP-agency relationship
  • Omnicom’s reshuffled leadership emerges as the ad industry’s new power players
  • Visa extends its reach into the creator economy’s liquidity crunch
  • Why Carter’s new CMO wants more emotional, relatable marketing across channels

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FUTURE OF MEASUREMENT

U.K. retailer Boots leads brand efforts to invest in ad creative's data layer

For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.

THE PROGRAMMATIC MARKETER

OpenX redraws the SSP-agency relationship

The gradual realignment of programmatic’s middlemen discussed at Digiday's Programmatic Marketing Summit.

PARTNER INSIGHTS FROM TIVO

Why the CTV home screen is where discovery meets intent

The centrality of the CTV home screen makes it a perfect vehicle for directing attention, which means there are opportunities for advertisers who understand that CTV is where the eyes are. It’s about reimagining how brands connect with audiences at their most receptive moment: when they turn on their TV.

EVOLVING AGENCIES

Omnicom’s reshuffled leadership emerges as the ad industry’s new power players

Omnicom’s Black Monday saw thousands of jobs cut, and a chosen few put in charge of what is now the world’s largest marketing services group. They face a number of challenges, however.

A MESSAGE FROM TINUITI

Why waste is a feature, not a bug, of marketing experimentation

If a company doesn’t have any waste, they aren’t trying anything new. While results are never perfect out of the gate, with the right measurement and decision frameworks, early inefficiencies point the way to growth. This kind of testing isn’t a waste — it’s an investment.

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THE CREATOR ECONOMY

Visa extends its reach into the creator economy’s liquidity crunch

Payment frictions continue to undercut the creator economy’s growth.

BEYOND ADS

Why Carter's new CMO wants more emotional, relatable marketing across channels

Carter's CMO Sarah Crockett joined the company in the summer of 2025 with a goal of doing more realistic, relevant storytelling around childhood and parenting. In an interview with Modern Retail, she shared more about her approach. 

PARTNER INSIGHTS FROM PADSQUAD

Why reach isn’t enough if the ad experience doesn’t make an impact

While the guiding principle in advertising has long been “the right person, the right message, the right time,” it has rarely happened in reality. The industry has refined targeting and timing, but the creative hasn’t seen the same attention. Yet, what’s the point of delivering an ad if it’s not relevant?

 
 

Other things to know

 
 
 

A MESSAGE FROM DIGIDAY+

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