Marketing Technology


Getting AI products to operate correctly takes a lot more effort than just flipping a switch and letting a machine do the work.

Eric Berry, CEO and co-founder of TripleLift, spoke about how server-side bidding could change the pricing dynamics of programmatic ad buying.

Quorum mined statements from members of Congress over the past decade and found that they talk more about technology than any other sector of the economy.

A third of mid-market companies spend at least 5% of their total revenues on technology, according to Deloitte.

Many companies now use big data to optimize their marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power their product and merchandising efforts.

Andreas Reiffen, founder and CEO of Crealytics, discusses how fashion retailers are using marketing data to efficiently identify trends and adjust their production efforts accordingly.

Ian Dahlman, vice president of search and analytics at gyro, explains why B2Bs must continuously test their assumptions about who their audiences are and what they want.

Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.

Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it's early days for those actively pursuing it. eMarketer has curated this Roundup of articles, insights and interviews to help you unravel identity and attribution.

A recent survey signals that GDPR is still a worry for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.

CDPs are the hot thing in marketing tech, even though their main features have existed for several years.

Recent controversies over data security may be amping up consumer concerns about privacy. A new survey asked how much consumers valued their data. The answer was simple: a lot.

Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.

Ubisoft grew its programmatic operation and took more control over ad purchasing. Ken Tran, the video game company’s director of performance media, says cost considerations weren’t the only reason for the changes.

Mike Sands, co-founder and CEO of Signal, discusses how companies use marketing data to modify their merchandising efforts, and why they need to pay extra close attention to Amazon.

Jim Hertzfeld, chief strategist at digital agency Perficient Digital, discusses how some brand marketers are connecting marketing data to merchandising data to maximize the value of what's available to them.

Advertisers and artists believe that artificial intelligence will boost their output over the next two years.

Data privacy concerns are driving ad buyers to work closer with their publisher partners.

Trei Brundrett, COO of Vox Media, discusses why licensing software makes sense for some ad sellers.