Adweek
FEBRUARY 27, 2024
Google launched a private program for a handful of independent publishers last month, providing the news organizations with beta access to an unreleased generative artificial intelligence platform in exchange for receiving analytics and feedback, according to documents seen by ADWEEK. As part of the agreement, the publishers are expected to use the suite of tools.
Martech
FEBRUARY 28, 2024
B2B marketing has become overly focused on measurement and attribution, appearing and claiming to be more science than art. Everyone wants to believe it’s a science. Investors, boards and leadership expect marketing growth to be measurable, predictable and projectable. But the truth is that marketing is not a hard science. Experiments are not repeatable and playbooks are not fully transferable between companies.
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AdExchanger
FEBRUARY 25, 2024
When Google finally flipped the switch and stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. Following nearly four years of pronouncements, pushed deadlines, industry committees, and technology tests, Google finally made good on its initial promise. But at the end of the day, it’s […] The post Prepare For the Worst, But Don’t Expect Cookie Deprecation To Stick appeared first on AdExchanger.
IAB Tech Lab
FEBRUARY 26, 2024
Google’s Privacy Sandbox introduces a number of APIs that impact how advertising is bought and sold. Some of them, like TOPICS, are relatively straightforward and were successfully mapped to existing programmatic constructs. Others, like the Protected Audience API, are significantly more complex and require the evolution of OpenRTB for clear […] The post Introducing Initial OpenRTB Support for the Protected Audience API appeared first on.
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
Adweek
FEBRUARY 27, 2024
Out of a global workforce of 3.38 billion people, almost half (1.57 billion) are freelance, The World Bank revealed last year. But the definition of "freelance" is evolving to now reach the C-suite, including senior marketers. The pandemic changed many aspects of work, introducing more companies to the concept of hybrid schedules and boosting digital.
Martech
MARCH 1, 2024
Customer retention is becoming more of a priority for B2B marketers lately. As buying shifts online and marketing takes on some traditional sales roles, retaining existing customers is essential for driving growth and profits. Luckily, B2B retention marketing differs significantly from consumer retention efforts that rely heavily on discounts and perks.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
AdExchanger
FEBRUARY 26, 2024
Marketers know all about hype. And generative AI is in the middle of a feeding frenzy. While many marketers are working with ChatGPT, which debuted in November 2022, or its competitors, generative AI-focused startups are also building custom products designed for marketers to solve more nuanced or marketing-focused use cases. But with so many new […] The post A Marketer’s Guide To Generative AI Startups appeared first on AdExchanger.
Adweek
FEBRUARY 26, 2024
At the end of 2023, nearly one-half (48%) of the top news websites, based on reach, across 10 countries blocked OpenAI's crawlers, while nearly one-quarter (24%) blocked Google's AI crawler, according to a study by Reuters Institute. Reuters Institute analyzed the robots.txt of the 15 online news sources with the widest reach, including titles like.
Martech
FEBRUARY 27, 2024
Content creators and influencers are now achieving the same level of engagement once reserved for traditional advertising methods like billboards, print ads and TV commercials. They’re captivating millions with content that deeply connects with their followers. Influencer and creator marketing is becoming the mainstay for brands aiming to reach their audience where they are: online and engaged in a two-way conversation.
Seth Godin
MARCH 1, 2024
In the old days, companies had a suggestion box. It was immortalized in cartoons, but the idea that an employee could anonymously submit a suggestion to make things better is a first step in engagement. Some companies took this much further and paid employees for suggestions that generated profits. Digital communication and more open workplaces have made the necessity for a box like this decrease.
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AdExchanger
FEBRUARY 27, 2024
The Atlanta Convention & Visitors Bureau had a wide-ranging goal for its new campaign: to show the city as a welcoming, inclusive, diverse and creative urban center. The bureau tapped Orange142, a digital media company owned by Direct Digital Holdings, to get the job done. Orange142, which has worked with the bureau before, focused on […] The post Why The Atlanta Convention & Visitors Bureau Prioritizes ‘Audience Before Content’ appeared first on AdExchanger.
Adweek
FEBRUARY 28, 2024
People generally prefer to know when they are being shown content generated by artificial intelligence, according to one study. To better understand people's attitudes toward AI-generated imagery in ads--including AI models, background and images--Publicis Media polled 1,200 U.S. consumers, showing them ads that included disclosures stating that AI was used.
Martech
FEBRUARY 28, 2024
The consumer experience has fully evolved from anonymously transactional to personally helpful. Retail brands must seamlessly mesh into and be present throughout the customer journey to remain useful to consumers. They must provide real value in the right place at the right time. Consumers make purchase decisions largely based on their online research, not necessarily on product packaging, benefits or customer service.
Seth Godin
FEBRUARY 28, 2024
We’re busy, we’re confused and we’re always seeking a shortcut. If a company is hiring, the person who worked at Google or Apple or Disney gets more of the benefit of the doubt. Even if all they did was bring coffee to someone. But, if that person was one of the hundreds laid off yesterday as a result of Apple shuttering their car project, not so much.
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.
MNTN
MARCH 1, 2024
It was the best of times, it was the worst of times — for streaming services, that is. In 2023, cord-cutters overtook linear holdouts ( 44% vs. 41% ), meaning cable TV was no longer enemy no. 1 for streamers. This sounds as if it would fall in the “best of times” bucket, right? Maybe not. The big streamers may have cemented themselves in our everyday lives, but for others, the road to profitability is a long and winding one.
Adweek
FEBRUARY 28, 2024
Tubi has a new look for the first time since 2017. The Fox-owned advertising-based video-on-demand streaming TV service is debuting an updated brand identity that includes a fresh color scheme, a custom font and an updated homepage and user interface. Done in partnership with design agency DixonBaxi, the new look is designed to target the.
Martech
FEBRUARY 29, 2024
In the last article we looked at who would win and who would lose in the enterprise and vendor community in 2024 with AI on the horizon. In this article we’ll look at the martech consulting organizations that serve the enterprise technology user community and the research and advisory firms that serve both enterprise technology users and vendors. Consulting organizations There are a wide variety of consultancies specializing in delivering marketing and sales technology-related services, from sma
VideoWeek
FEBRUARY 28, 2024
As rumours swirl around an imminent mega merger between Disney India and Reliance Industries, new research has revealed a seismic shift towards online video in India. Internet-connected devices have overtaken traditional TV as the nation’s most popular method for watching video content, according to Kantar and the Internet and Mobile Association of India (IAMAI).
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.
AdExchanger
FEBRUARY 28, 2024
Connected TV is still Magnite’s golden goose. But although CTV’s share of Magnite’s business continues to grow, the company actually rode a surge in non-CTV spending to hit $187 million in Q4 revenue, a 7% year-over-year increase. Magnite’s Q4 numbers, alongside PubMatic’s from earlier this week, are more evidence that advertisers are back to spending […] The post Magnite’s CTV Spend Swelled By 20% In 2023 appeared first on AdExchanger.
Adweek
FEBRUARY 28, 2024
Pride in London is one of the U.K's largest LGBTQ+ festivals, attracting 1.5 million people to the city each June with 30,000 participating in the parade itself. But in 2024, brands will have to walk the walk at a corporate level if they want to march the march. In a bid to weed out rainbow.
Martech
FEBRUARY 29, 2024
“Do more with less” is a popular theme in marketing today. I cringe every time I hear this phrase because it usually means one of two things: Reduction of headcount with no reduction in expected results. Reduction of budget with no reduction in expected results. Including this phrase in your 2024 marketing plan deck may prompt at least one team member to start job hunting.
Seth Godin
FEBRUARY 25, 2024
If we take a big enough dataset… Add to it machine learning and autotune and the race to fit in and reach the masses… We end up with a relentless march toward mediocrity. Mediocre is another word for average. It has always happened as industries matured (whether it’s Motown or blenders). But then, often, a human being shows up with something that ‘everyone’ says isn’t going to work, and the game is reset.
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.
AdExchanger
FEBRUARY 28, 2024
Vizio shared its Q4 earnings results with investors, but skipped an earnings call and guidance due to the pending Walmart acquisition. The post Vizio’s Profitability Could Be A Boon For Walmart’s Ads Business appeared first on AdExchanger.
Adweek
MARCH 1, 2024
How do you turn a ship when thousands of tons of water are pressing on the rudder creating a force far greater than the ship's engines can withstand? This was the seemingly impossible challenge solved by the wonderful engineer, Buckminster Fuller, in the 1940s. The answer was something surprisingly small.
Martech
FEBRUARY 28, 2024
TransUnion has announced a partnership between its TruAudience identity-based marketing solution and Samooha, by Snowflake, a native data clean room on Snowflake’s data cloud. Users will be able to access TruAudience’s marketing identity graph within Samooha allowing them to collaborate and to match and share customer data without exposing private information.
illumin
FEBRUARY 29, 2024
Out-of-home advertising is returning to pre-pandemic levels. The format is projected to hit double-digit growth this year, led by a rise in programmatic digital out-of-home (pDOOH). From financial services to travel and tourism, the data points to a significant increase in ad spend across multiple categories. Dive into these trends in our upcoming Inside Scoop webinar with Drew Thachuk , Director of Channel Partnerships at leading OOH ad tech developer Broadsign.
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.
Seth Godin
FEBRUARY 26, 2024
One of the unmentioned causes of division in much of our culture happens because of the shift in expectations and rules when we begin to live in close proximity to one another. In a non-crowded setting, the default is independence. The expectation is that you can drive as fast as you like, do whatever you like with your land, say anything that’s on your mind.
Adweek
FEBRUARY 28, 2024
Wieden+Kennedy Portland underwent a significant round of layoffs this week, the agency confirmed to ADWEEK. Multiple sources told ADWEEK that the agency's Portland office cut a fifth of its staff in a restructuring designed to better align the needs of the business with client scopes. Sources also said W+K New York underwent a very small.
Martech
FEBRUARY 27, 2024
We learned to wear masks during the pandemic, safeguarding ourselves and each other from a physical threat. Now it’s time to shed a different kind of mask: the one we wear over our emotions. While the COVID mask protects us from the outside world, the emotional mask holds us back from truly thriving within it. Just as taking off the physical mask allows us to breathe freely, taking off the emotional mask allows us to experience life authentically.
illumin
FEBRUARY 29, 2024
YouTube is a digital advertising powerhouse and has been since its founding in 2005, and so are the creators on its platform. User creation is the heart of the video-sharing site’s business model, and it should be at the heart of advertisers’ strategy too. For marketers looking to take their potential customers on a full-funnel journey, YouTube is a fantastic resource for connecting with audiences in a meaningful and effective way.
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.
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