Martech

OCTOBER 17, 2023

As we look to 2024, advertisers are building their strategies—and their resourcing plans – to incorporate the most impactful and practical applications of both AI and automation. To thrive, advertisers must find a careful balance between both technologies, ensuring the right level of human oversight and control, as well as an integrated approach to automation that ensures strategic control, brand safety, compliance and, of course, results at scale.

Advertising 115

Advertising Agency Communications MarTech 115

Adweek

OCTOBER 18, 2023

In 1999, more than a dozen news publishers including The New York Times publicly pledged to ban cigarette advertisements. The move was part of a broader effort to curb the influence of an industry whose products were then--and remain now--the leading cause of preventable death in the United States, according to the CDC. But since.

Advertising 307

Advertising 307

Ad Rants

OCTOBER 20, 2023

The ransomware landscape is undergoing transformations, and ransomware has emerged as one of the most favored (among cybercriminals) and detrimental forms of malware. Some prominent instances, such as the JBS, Colonial Pipeline, and Kaseya attacks, have vividly demonstrated the profound repercussions it can entail: Shifting dynamics in the market, ramifications for critical infrastructure, and even prompting action at the highest echelons of government.

Education 209

Education Pop-Up Communications Agency 209

AdExchanger

OCTOBER 18, 2023

Warning (and an apology): You are about to be hit with a new crop of three, four and five-letter acronyms. The purpose of traditional programmatic metrics is to measure site and ad-related activity, such as click-through rate, app downloads, traffic and the trusty CPM. These metrics have helped brands feel comfortable spending on digital advertising. […] The post Marketer’s Guide: Why You Need To Know About The New Ecommerce Ad Metrics appeared first on AdExchanger.

eCommerce 129

eCommerce Click Through Rate CPM Advertising 129

Advertiser: ZoomInfo

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

MarTech

Martech

OCTOBER 16, 2023

We email marketers are always searching for easier ways to do our jobs. We don’t want to skimp on quality, but we have had to learn how to do a lot with a little because we’re chronically understaffed and underfunded. Marketing automation gives you a way to have regular emails that focus on predictable behavior so we can send out an email when a customer achieves a goal or reaches a trigger or intent point.

Marketing 130

Marketing eCommerce Shipping Conversion 130

Adweek

OCTOBER 18, 2023

Arnold Schwarzenegger has been many things: bodybuilder, movie star, governor of California-and now a self-help guru. This month, Schwarzenegger released a self-help book titled, Be Useful: Seven Tools for Life. Since he's no ordinary star, publisher Penguin Press knew it couldn't promote the book in the usual way.

Agency 299

Agency Marketing 299

AdExchanger

OCTOBER 15, 2023

Amid a push for supply-path optimization (SPO), demand-side platforms are going directly to publishers and, in many cases, cutting out supply-side platforms in the process. Yahoo’s DSP is the latest to do so with the launch of its Yahoo Backstage direct buying solution in June. Backstage has “a lot in common” with The Trade Desk’s […] The post Yahoo’s DSP Is Cutting Out SSPs, But Only For The Top 10% Of Publishers appeared first on AdExchanger.

Demand Side Platform 129

Demand Side Platform 129

Martech

OCTOBER 19, 2023

While businesses value the synergy between marketing, sales and product teams in theory, they often struggle to create a cohesive atmosphere and deliver seamless customer experiences in practice. About 90% of sales and marketing professionals understand that uniting their efforts positively impacts customer experience, according to a LinkedIn report.

Marketing 122

Marketing Conversion Rate Conversion ROI 122

Adweek

OCTOBER 18, 2023

With 10 months to go until the opening ceremony in Paris, NBCUniversal is seeing record-setting ad sale revenue. The company is "further ahead than we've ever been, from a pure sales perspective," Dan Lovinger, president of Olympic and Paralympic partnerships, told Adweek, saying the best comparison would be the company's performance with the original 2020.

Marketing 298

Marketing 298

VideoWeek

OCTOBER 18, 2023

Sustainability and attention in advertising go hand in hand – cutting out ads which don’t attract consumers’ attention both cuts down wasted spend, and cuts out unnecessary emissions that results from those wasted impressions. In this piece Maria Shcheglakova, EMEA Marketing Director at PubMatic EMEA, discusses how to optimise digital advertising to optimise for attention and sustainability.

Viewability 122

Viewability Advertising Impressions Media 122

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Advertising

AdExchanger

OCTOBER 15, 2023

Remember when the ad industry glommed onto the phrase “Data is the new oil”? Well, sensitive data is crude oil, at least from the perspective of any marketer who might want to collect and use it. The process of refining crude oil is dangerous and should be conducted with extreme care. That’s not a perfect […] The post Addressing The Risky Business Of “High-Risk” Data Activities appeared first on AdExchanger.

Marketing 126

Marketing Agency 126

IAB Tech Lab

OCTOBER 17, 2023

Building a more transparent and efficient ecosystem is an industry-wide effort, and in August of 2022, the IAB Tech Lab introduced updates to its Ad Formats Guidelines for Digital Video and CTV in hopes of driving further transparency.

121

121

Adweek

OCTOBER 18, 2023

When you think of U.K. telecom giant EE, Kevin Bacon might be the first thing that comes to mind. The Footloose actor has fronted the brand's marketing campaigns for over a decade, where he's been shown attempting everything from skydiving to being shaved by a robot, all in the name of positioning EE as the.

Marketing 297

Marketing Advertising 297

Martech

OCTOBER 20, 2023

Data has become the lifeblood of businesses in today’s digital age. Traditionally, analyzing data meant looking back at historical trends to inform future decisions. However, marketing analytics has evolved. Now, businesses aim to predict future trends and opportunities rather than just looking at the past. This article tackles the growing power of predictive analytics, especially in the context of Google Analytics 4 (GA4).

Machine Learning 119

Machine Learning Click Through Rate Conversion Conversion Rate 119

Advertiser: ZoomInfo

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

Marketing

AdExchanger

OCTOBER 18, 2023

Advertisers are getting serious about cutting carbon from their campaigns. But before publishers can make their ad tech greener, they have to measure their emissions to create an accurate foundation for building a sustainability strategy upon. However, measurement and consulting can be expensive. And publishers are often reluctant to make changes to their ad tech […] The post As Publishers Try To Go Green(er), Sharethrough Pays To Measure Their Emissions appeared first on AdExchanger.

Ad Tech 119

Ad Tech Advertising 119

VideoWeek

OCTOBER 16, 2023

Once third-party cookies are finally removed from Google’s Chrome browser next year, we’re likely to see significant shifts in where advertisers spend their money. And one big winner could be CTV says James Wilhite, VP of product at Publica by IAS. In this interview, Wilhite discusses what he expects to see happen in a post-cookie world, the role of contextual targeting in CTV, and the opportunities which have opened up for Publica since its acquisition by IAS.

Cookies 119

Cookies Advertising Ad Tech 119

Adweek

OCTOBER 16, 2023

Holding company agencies sprawl, rife with redundancies and complexity that leave clients with questions. While some of its competitors execute mergers to tackle that challenge, Omnicom Media Group (OMG) has found its own solution: the agency-as-a-platform (AaaP) model. Simply put, the group wants the market to view it as a platform--a multifaceted and flexible organization.

Agency 296

Agency Media Marketing 296

Martech

OCTOBER 20, 2023

This year, many holiday shoppers are planning to use AI tools for assistance in finding the right gifts and deals, a study by Sapio Research found. Over two thirds (69%) of shoppers said they think AI will make it easier to discover new products and brands. High-earning shoppers are even more likely to use AI. Additionally, 74% of shoppers think AI will also find deals and special offers as they shop. 67% think predictive AI will serve helpful recommendations based on past purchases.

Retail 115

Retail MarTech eCommerce Marketing 115

Advertiser: ZoomInfo

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

Audience

AdExchanger

OCTOBER 16, 2023

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not Buying It There’s been a burst of reports about new subscription-based, ad-free social media products. (Looking at you, Facebook.) It’s easy for these announcements to get caught up in trends like the pivot to subscriptions or revenue diversification. But it is not […] The post Facebook Doesn’t Want Your Money; The Times Backtracks On In-App Programmatic appeared first on AdExchanger.

Media 116

Media 116

Exchange Wire

OCTOBER 18, 2023

Boasting a global audience close to two billion, CTV has surged in popularity in recent years, fundamentally altering content consumption across various markets. In the UK, for example, 32% of CTV viewers watch content via alternative devices, such as a [.] The post CTV Advertising Measurement and Attribution: Challenges and Solutions appeared first on ExchangeWire.com.

Advertising 114

Advertising Audience Marketing 114

Adweek

OCTOBER 20, 2023

Entertainment publisher BuzzFeed Inc. quietly shuttered Catalyst, the audience network originally launched by Complex Media in March 2020, over the summer, according to three people familiar with the program. The publisher did not respond to a request for comment. The closure reflects a broader effort from BuzzFeed Inc., which acquired Complex Media in December 2021.

Audience 289

Audience Entertainment Media 289

Martech

OCTOBER 18, 2023

B2B buyers’ pain points when dealing with technology vendors have persisted — and in some cases, worsened — over the last year, according to Hero Digital’s annual B2B Buyer Report. The persistent pain points include: Inconsistent product or service information across channels (45%). Difficulty connecting with support teams knowledgeable about their issues (39%).

eCommerce 115

eCommerce Communications MarTech Marketing 115

Advertiser: ZoomInfo

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

Marketing

AdExchanger

OCTOBER 19, 2023

Netflix's ad-supported tier is finally gaining some traction, in part because of anti-account sharing tactics. Now, the streaming giant needs to focus on the features that advertisers are demanding. The post Netflix Is Finally Getting Subscribers On Its Ad-Supported Tier appeared first on AdExchanger.

Advertising 114

Advertising 114

Seth Godin

OCTOBER 17, 2023

Here’s a simple XY grid to help you think about your next project, freelance career or startup: All too common are ‘fun’ businesses where someone finds a hobby they like and tries to turn it into a gig. While the work may be fun, the uphill grind of this sort of project is exhausting. If it’s something that lots of people can do and that customers don’t value that much, it might not be worth your time.

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108

Adweek

OCTOBER 16, 2023

Makeup brand Pat McGrath Labs and Shop with Google will host an AR pop-up experience in New York that will allow visitors to virtually try on various makeup products. Called "The ARt of Beauty," the event will be open to the public from 12 p.m. to 7 p.m. Oct. 20-22. Visitors will be able to.

Pop-Up 291

Pop-Up Advertising 291

Martech

OCTOBER 17, 2023

Are you searching for the right marketing automation platform to help scale your marketing efforts? As strategies like ABM and personalization become critical for engaging today’s buyers, many companies find they’ve outgrown their current tools and need enhanced functionality. That’s why we’ve just published our fully updated guide to the top marketing automation platforms on the market.

Marketing 114

Marketing MarTech 114

Advertiser: ZoomInfo

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

AdExchanger

OCTOBER 15, 2023

For media owners, the difference between thriving or fading away in the first-party web depends on building, growing, maintaining and protecting their direct relationships – not only with the audience, but also with the advertiser. However, after years of chasing the warped incentives of the third-party cookie era, many publishers have forgotten how to be […] The post Premium Publishers And MFA Have The Same Business Models.

Cookies 113

Cookies Audience Media Advertising 113

Seth Godin

OCTOBER 18, 2023

I lost a cookbook the other day. After twenty more minutes of searching, there it was, right on the cookbook shelf. But the spine was much more subtle than the cover, and it hadn’t been what I was looking for or expecting. We spend a lot of time on our (metaphorical) book covers. That first impression, the way we tell our story or introduce ourselves or earn the sale.

SEO 106

SEO Impressions 106

Adweek

OCTOBER 20, 2023

Cookie maker Chips Ahoy is celebrating multicultural artists with its "Happy By Design" campaign, which allows people to access an augmented reality art gallery from anywhere in the world. For this campaign, Chips Ahoy worked with the High Museum of Art in Atlanta and Boys & Girls Clubs of America. The AR experience allows people.

Cookies 289

Cookies Advertising 289

Martech

OCTOBER 19, 2023

Almost all SaaS companies are raising or maintaining their investment in customer success, while investment in digital customer success is growing steadily with 48% currently embracing it. The data is from a new survey of 400 North American businesses conducted by customer success platform Gainsight in partnership with Benchmarkit, a B2B SaaS research firm.

MarTech 114

MarTech Marketing 114

Advertiser: ZoomInfo

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.