Marketing Technology


The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Training an artificial intelligence (AI) algorithm requires data—lots of data. But staying GDPR-compliant while acquiring that data can be almost impossible.

Technology is the means to transformation, not an end in itself. Rigid internal structures impede many organizations' digital transformation efforts.

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

Consumers don’t fully trust retailers with their data. But, they’ll put their reservations aside for the right price.

To satisfy their most loyal advertisers, some media companies are creating new data-driven ad products and services.

The New York Department of Financial Services has launched an investigation into Facebook’s reported collection of data from third-party apps. According to The Wall Street Journal, the social media platform has been using partnerships with third-party apps to collect personal information on both Facebook and non-Facebook users.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

One of the biggest trends in advertising this year will be consumer privacy and security concerns, which has forced marketers to get their data houses in order.

As use of AI grows (27% of executives in a PwC study have already implemented AI), so do calls for ways to interpret how AI models make decisions. This has given rise to a new buzzword: explainable AI, which refers to algorithms that make decisions humans can explain. PwC, for example, says it “integrates risk mitigation and ethical concerns into algorithms and data sets from the start.”

Data privacy battles are heating up now that a group of US senators are asking regulators to investigate how telecom firms are selling people's location data.

For blockchain to have an impact on ad fraud, all parties to a programmatic transaction must agree to use it—and use the same system. Thus, adoption has been limited.

Amid prevalent data breaches and growing consumer distrust over personal data, regulators are becoming more stringent on imposing fines for those who violate privacy laws.

Artificial intelligence is no longer just a buzzword, and hefty investments signal that stakeholders are planning to ramp up efforts in 2019.