Gen Z's are growing up in a climate of shifting gender roles, for both young men and women. Just as teen girls are reimagining who and what they can be as women in the modern feminist, post-"Like A Girl" era, teen boys today have the same opportunity to redefine what it means to "Be A Man." Brands demonstrating their relevance to this audience of consumers must adapt to Gen Z's new perception of masculinity.

About 40% of US households use OTT and it's not just Millennials, according to eMarketer. They may have been the first to cut the cord, but Gen X closely followed. According to GfK MRI's recent "Cord Evolution" study, the average age for a cord cutter is 43.

Covergirl and James Charles. Maybelline and Manny Gutierrez. Rimmel and Lewys Ball. Across the board, beauty brands are expanding their aisles and SKUs to accommodate a new kind of consumer.

Calculating attribution is one of the most challenging tasks of modern marketing. Although we have access to more data than ever before, coming up with a plan to accurately measure which marketing tactics are generating the most results is a lot of pressure. How do you make sure you're getting it right?

Amazon Prime Day has changed online shopping significantly. Our research finds in 2017 nearly 50% of consumers shopped Amazon Prime Day, speaking opportunity for both retailers and consumers.

There's a persistent myth in digital advertising that data can solve every issue a marketer has. Vendors preach about helping advertisers find thousands of new customers they didn't know existed, using digital behavioral signals. They promise ease of use, and the idea that campaigns are only effective when they hit the biggest audiences.

Getting to know customers through their behavior when planning and booking travel has become a priority for marketers. Technology companies have proliferated aiming to help marketers know the customer better - what sites they look at, where they have traveled before, what their travel preferences are.

Unilever's rally cry to increase transparency and integrity in Influencer Marketing has escalated the conversation around influencer fraud and brand safety over the past few weeks. Here are seven ways brands can maintain the highest level of quality when working with influencers.

Brands have more access than ever to the direct feedback of their customers. If you're smart, you're using this feedback to guide virtually any decision about your brand strategy. With that said, many marketers wondered: What was IHOP thinking?

I started my marketing career as an assistant brand manager for mayonnaise, marmalade and breakfast cereals. Now I'm the CMO of a global technology services company.