News
Kiri Masters: Meet the former Sephora exec betting commerce media can predict the future
8+ hour, 27+ min ago (1044+ words) Commerce media columnist Kiri Masters profiles the former Sephora media exec betting that life-stage data is a stronger signal than transaction history, and testing whether "commerce media" is big enough to hold what's being built. Most commerce media networks sell…...
From GEO to GEM: why CMOs need to think bigger about AI visibility
6+ hour, 1+ min ago (260+ words) This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. Brands now realize organic AI visibility is just one piece…...
Dear Lucy, how can I make influencers work in B2 B?
4+ hour, 39+ min ago (819+ words) This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. INT. Bedroom. Day. Molly-Mae stares at her own reflection. Golden…...
In B2 B, the race is won in qualifying. Most marketers haven't figured that out yet
1+ day, 3+ hour ago (428+ words) Forrester's Ian Bruce and Kelvin Gee on the data behind preference marketing and why most B2 B demand programs are fighting a battle they've already lost. Is the B2 B race won in the qualifying stages? There is a stat that stops…...
If trust is the currency of B2 B, marketers need to start brokering it
1+ day, 2+ hour ago (503+ words) Trust has always mattered in B2 B. But it is no longer just about reputation or brand. It is a mechanism for getting deals done. This is where trust takes on a new role. Not as a passive outcome of good marketing,…...
Search in transition: navigating the age of AI and LLMs
1+ day, 8+ hour ago (241+ words) The Drum at Cannes The Drum Live UK The Drum Awards Festival The Drum at Possible The Drum at CES The Drum Burns Supper This content is produced by a member of The Drum Network, a paid-for membership club for…...
Why getting brand advocacy right is more important than ever in B2 B
2+ day, 5+ hour ago (873+ words) This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. While B2 B is shifting to AI-powered self-discovery, it's human relationships…...
Still early in our journey: After hitting $2bn revenue, whats next for Uber Advertising?
2+ day, 10+ hour ago (242+ words) The Drum sits down with the rideshare beast's agency partnerships head to talk modern media, ramping revenues and the road ahead from $2bn. Ashan Khan, Uber Advertising's head of global agency partnerships For much of its now 17-year history, Uber was…...
How Colgate turned Amazon shoppers into a predictable growth engine with data
2+ day, 11+ hour ago (346+ words) Colgate UK and VML Marketplaces have won the Best Use of a Data Clean Room category at The Drum Awards for Commerce Media 2026. Here is the case study that impressed the judges as submitted. In a mature oral care category,…...
In commerce media, "messiness is actually OK" says Koddi"s Eric Brackmann
5+ day, 6+ hour ago (1116+ words) As Uber and Expedia partner to bring travel, booking and mobility into a single experience, The Drum's Commerce Media Power 100 honoree Eric Brackmann argues the future of media won't be neat, standardized or simple " but that's OK. Eric Brackmann, VP…...