The text outlines advancements in advertising due to AI and ML, enabling brands to better understand consumer behaviors, especially within the CPG sector. The pandemic accelerated shifts towards online shopping, a trend likely to continue. A 2017 meta-study revealed five key factors crucial for advertising effectiveness: creative quality, brand strength, targeting accuracy, reach, and recency. The 2023 update emphasizes the increased importance of brand factors and targeting due to technological advancements, while the impact of reach has decreased. Creative quality remains the most significant driver of incremental sales, unchanged from 2017.

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