Sat.Mar 02, 2024 - Fri.Mar 08, 2024

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Influencer Marketing Needs to Adapt: A Cautionary Lesson From Tarte Cosmetics

Adweek

The influencer marketing recipe is well-established. Select influencers who attract a certain audience and fly them out to a tropical location for sun, fun and product placement. Organic reach across social, particularly TikTok, Instagram and YouTube are off the charts. Marketing = sorted. Except, that doesn't work anymore.

Marketing 319
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What are the key components of GLB Act compliance for startups?

The Ad Tech Blog

The GLB Act, or Gramm-Leach-Bliley Act, requires startups to safeguard consumer financial information through three main components: the Financial Privacy Rule , the Safeguards Rule , and the Pretexting Protection. Startups must provide clear, conspicuous privacy notices, design and implement a written information security plan, and take measures to protect against unauthorized access to consumer information.

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35 Women Leaders in Ad Tech Share Insights for International Women’s Day 

Ad Monsters

The challenges women face in ad tech are universal, transcending specific roles or tenure in the industry. The future of ad tech is intertwined with the pursuit of diversity, as having manifold perspectives is essential for propelling this innovative industry to new heights. In honor of International Women’s Day, we gathered insights from 35 industry thought leaders to shed light on what it means to be a woman in ad tech.

Ad Tech 128
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Privacy Sandbox’s Latency Issues Will Cost Publishers

AdExchanger

The advertising industry has reached a critical juncture with cookie deprecation testing in Chrome. Google’s Privacy Sandbox aims to reduce cross-site and cross-app tracking while keeping online content and services free for all. Sounds idealistic – because it is. Google has invited players from across the ecosystem to test the Sandbox and its privacy-preserving APIs […] The post Privacy Sandbox’s Latency Issues Will Cost Publishers appeared first on AdExchanger.

Cookies 123
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How to Stay Competitive in the Evolving State of Martech

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

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B2B Influencer Marketing: It’s Not Rocket Science

Adweek

B2B advertising is boring. That's what nearly half of business buyers told PR Web in a 2018 survey. And it seems to have gotten worse since then. In 2023, The Power of Provocation discovered that a staggering 82% of business decision-makers considered B2B marketing monotonous and repetitive, while a mere 1% believed it demonstrated a.

Marketing 312
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How can startups develop a data protection plan to meet GLB Act requirements?

The Ad Tech Blog

To meet GLB Act requirements, startups must first understand the Act’s mandates on data privacy and security. This involves crafting a data protection plan that incorporates risk assessment, the implementation of data security measures , and regular monitoring and updating of these measures. The plan should not only safeguard customer information but also ensure compliance with the Act’s provisions on data privacy and security.

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IAS Adds Another Shade Of Grey To The MFA Debate

AdExchanger

Since the ANA revealed last summer that 15% of annual ad spend goes to made-for-advertising (MFA) sites, ad tech vendors have rushed to identify and restrict MFA inventory. In most cases, these anti-MFA solutions focus on finding ad arbitrage networks, such as when MFA publishers pay for native ad placements on more reputable sites. When […] The post IAS Adds Another Shade Of Grey To The MFA Debate appeared first on AdExchanger.

Ad Tech 103
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Exclusive: Cookie Deception Sparks Tension Between Buy and Sell Side in IAB Tech Lab

Adweek

Buy-side tech platforms are accusing publishers and the tech firms they work with of using deceptive practices to identify audiences in discussions happening within the IAB Tech Lab over the past month, ADWEEK can exclusively report. These tactics, spurred by signal loss, can obscure digital marketing efficacy, making techniques like conversion tracking and frequency capping.

Cookies 299
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What penalties do startups face for non-compliance with the GLB Act?

The Ad Tech Blog

Startups that fail to comply with the Gramm-Leach-Bliley Act (GLB Act) could face hefty penalties that include both financial fines and corrective actions mandated by oversight bodies. These penalties are designed to enforce data protection and privacy standards for consumer financial information. What financial penalties can startups expect? Financial penalties for non-compliance with the GLB Act can be severe, potentially reaching up to $100,000 for each violation.

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How to assess your organization’s AI readiness with the 5P framework

Martech

As organizations grapple with the complexities of AI adoption, a strategic framework becomes essential for assessing readiness and ensuring successful implementation. Before introducing even more tech into your stack, you must know what you’re working with. How confident are you with your team’s readiness for change? Can you also sustain those changes?

Audience 115
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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Despite Subscription Fees, Audiences Keep Streaming

MNTN

The streaming world lately has looked a lot like the economy at large: after a period of steady growth, it’s a little hard to tell whether things are still going well? Inflation is a hot button topic for the economy, and “streamflation” (which is exactly what it sounds like) has subscription fees climbing. However, despite the tumultuousness of the industry headlines, streaming is continuing to grow.

Audience 111
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Spotify Awards Its Global Media Account to a Dedicated Publicis Media Unit, OneVibe 

Adweek

Spotify's media review has concluded today with the account awarding global media duties to Publicis Media. The agency has created a bespoke team, Publicis OneVibe, to service the account. It's a variation of Publicis Media's "Power of One" model, which taps agency talent from across its media agencies, Spark Foundry, Starcom and Zenith. The global.

Media 322
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How can startups assess their current level of compliance with the GLB Act?

The Ad Tech Blog

To assess their current level of compliance with the GLB Act, startups should first conduct a comprehensive review of how they collect , share , and protect consumer financial information. This involves auditing their data management practices to ensure they meet the Safeguards Rule and the Financial Privacy Rule components of the GLB Act. This initial step provides a benchmark of their current compliance stance and identifies areas for improvement.

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AI in retail media? Majority of marketers are optimistic

Martech

Marketers are ready to embrace AI in the retail media space. A majority (53%) of marketers believe AI will “significantly enhance” the way shoppers are targeted and served relevant ads, according to a survey of 200 CPG advertisers commissioned by in-store media technology company Cooler Screens. Another 37% of marketers said AI’s impact on the space will be “moderate, improving some aspects [of retail media], but not transformative.

Retail 109
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

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.

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Graceful

Seth Godin

Long after people forget the details, they’ll remember your kindness. There are many forms of hospitality, but resilience, goodwill and gratitude are often the ones that matter. PS here’s a short ebook I published almost a decade ago.

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As the CMO’s Role Evolves, Companies Are Shifting How They Refer to Top Marketers

Adweek

Chief marketing officer. Chief brand officer. Chief operating and marketing officer. Chief commercial and strategy officer. None of these job titles are the same, yet various companies assign them to the same person: their top marketer. The wide range of descriptions highlights the profession's nebulous nature, as marketers take on more responsibilities amid greater pressure.

Marketing 297
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What specific challenges do startups face in adhering to the GLB Act, and how can they address them?

The Ad Tech Blog

Tech startups face significant challenges in adhering to the Gramm-Leach-Bliley Act (GLB Act) mainly due to their limited resources, lack of specialized knowledge in cybersecurity and data privacy, and the evolving nature of technology that makes compliance a moving target. Why is understanding the GLB Act crucial for tech startups? Understanding the GLB Act is crucial for tech startups because it governs how financial institutions must protect consumers’ personal financial information.

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Goodbye to cookies: Digital advertising’s leap in the dark

Martech

Can it be that it was all so simple then? Mozilla deprecated third-party cookies in its Firefox browser in 2018; Apple did the same for Safari in 2019. In January 2020 Google announced it would deprecate cookies in the Chrome browser, and here we are, more than four years later. Deprecation has been postponed again and again. It’s now set to happen in the second half of this year — and indeed one percent of Chrome’s 2.65 billion default users have already been permitted to opt out.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

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.

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Topsort Raises $20 Million To Seize The Post-Cookie Market Opportunity This Year

AdExchanger

The retail media ad tech startup Topsort announced a $20 million Series A investment round on Monday. The three-year-old company began looking for a potential investor and a new investment round in the back half of 2023. “It was probably the worst time of the funding market,” Topsort co-founder and CEO Regina Ye told AdExchanger. […] The post Topsort Raises $20 Million To Seize The Post-Cookie Market Opportunity This Year appeared first on AdExchanger.

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This Campaign for Women’s Equality Reinvents the Petition for the TikTok Generation

Adweek

It has been 100 years since the Equal Rights Amendment, which explicitly prohibits sex discrimination, was introduced to Congress. Yet over the past century, it has still not been signed into law, meaning that women are not guaranteed equal rights to men under the U.S. Constitution. A new campaign, created by agency Ogilvy for former.

Agency 259
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The GLB Act

The Ad Tech Blog

In the financial information world, the GLB Act stands as a guardian, ensuring that institutions tread carefully with consumer data. For startups, adherence to this regulation isn’t just about legal compliance; it’s a commitment to trust and security. What is the Gramm-Leach-Bliley ACT? At its core, the GLB Act mandates that financial institutions —startups included— must be transparent about their information-sharing practices and safeguard sensitive data: Privacy Notices: Your star

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Number of women in marketing up, but salary and seniority remain problems

Martech

The marketing industry is in an interesting position when it comes to women in the workforce. Women hold 60% of all North American marketing jobs, according to data from LinkedIn , and women now hold 52% of CMO roles. But modern marketing roles are incredibly diverse in their nature. As marketers know, the roles in the modern marketing organization include people who analyze data, create content, develop platforms, buy media and more.

SEO 109
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How Intent Data Helps Marketers Convert A-List Accounts

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.

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Where are you?

Seth Godin

When you’re reading a good historical novel, you might be there and then. When you’re checking your email, you are in a conversation between and among, over there, not here. When you’re imagining what went wrong in that conversation yesterday, you are living in yesterday. And when you’re scripting the next conversation you’re going to have, you’re in tomorrow.

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Physical Retail Is the New TV

Adweek

In-store retail media is ready for primetime. Expect 2024 to be the year that digital screens propagate across brick-and-mortar retail. Currently estimated at less than $300 million in the U.S., in-store advertising is finally ready to accelerate, with Walmart, Kroger and Tesco announcing the expansion of their in-store media networks this year. A recent Merkle.

Retail 258
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Urban Company, ICC T20 World Cup and more: top creative ads of the week

Bhatnaturally

Every week, I attempt to share a compilation of creative ads. Breaking through the clutter and getting noticed by the intended consumer is the first and most important task of any ad. Parameters and metrics kick in later. Herewith a few ads which caught my attention this past week or so. Urban Company: Chhoti Soch [.] The post Urban Company, ICC T20 World Cup and more: top creative ads of the week appeared first on Bhatnaturally.

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3 ways to be an adaptive leader in an agile world

Martech

As a leader, you must be agile enough to pivot as you learn new information about the marketplace, your customers and disruptive new technology. We know with certainty that we’re in uncertain times and what we know today will be different tomorrow. It’s critical to constantly re-evaluate how you market and sell our products to customers because what worked last year, or even last month, may no longer be relevant.

MarTech 106
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Solving the Biggest Tech Challenges in RevOps

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.

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Becoming intentional about virtual meetings

Seth Godin

A manual I recently read listed the “cons” of having a meeting virtually: Limits options for engagement Engagement can be less meaningful At home distractions More difficult to read body language and ensure participants are engaged Technical difficulties can impact the quality of the training To be accurate, every one of these points should have “so far” added.

Marketing 104
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Women’s Ads Are Still Being Censored–But Brands Keep Pushing Boundaries

Adweek

When the billboard went up across London, its creators at agency BBH knew it would provoke a strong reaction. The bold line read, "Cancer won't be the last thing that f*cks me," across a close-up image of a woman's naked torso. The ad was part of a campaign from nonprofit GirlvsCancer addressing stigma surrounding cancer.

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Remembering famed DDB art director Len Sirowitz

More About Advertising

Famed New York art director Len Sirowitz has died. New York in the 1950s and 60s was justly celebrated for its cool and classy design, the commercial equivalent, if you like, of Miles Davis’ music. The ‘Mad Men’ era wasn’t just about three martini lunches and high jinks after work (or at work.) Sirowitz was … The post Remembering famed DDB art director Len Sirowitz first appeared on More About Advertising.

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Navigating new spam policies: A guide to effective cold email outreach

Martech

Since February, Google and Yahoo’s new spam policy updates have shaken things up for businesses using cold email outreach. The aim is to make inboxes safer and less cluttered. For companies in the gray area, the time to adjust is now. With stricter rules, the stakes are undeniably high — the risk of company-wide email blocks looms large. Rather than see this as a setback, our agency views it as a call to action — a chance to hone our cold emails for precision and compliance.

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Drive GTM Efficiency with Tech Stack Consolidation

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.