Marketing Technology


Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.

In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.

About one-third of publishers are using CMPs to collect and store their user consent data in an attempt to avoid fines for data misuse.

Audience segmenting, ad targeting and data analysis are just some of the tasks that marketers are applying artificial intelligence to.

In the latest episode of "Behind the Numbers," ad tech expert Lauren Fisher and digital advertising specialist Nicole Perrin talk with Neustar’s vice president of marketing solutions, Michael Schoen, about the deterministic data misconception.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

With investment in artificial intelligence poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.

Blockchain’s distributed ledger could potentially revolutionize digital advertising. But advertisers are cautious about whether the emerging technology will improve things.

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

An ANA survey indicates that cost savings are why most brands turn to in-housing. While other in-housing benefits are nice, the research shows that they are often ancillary.

US companies can still be affected by the GDPR if they have EU customers or audiences. News publishers like the Los Angeles Times and Newsday have blocked traffic from the EU rather than risk being fined.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.

Gawain Owen, UK digital strategy director at Jellyfish, explains how brands are making the decision to in-house their programmatic advertising efforts.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

Eight email marketing experts from vendors and agencies in the space talk about how their clients are struggling to adjust their email strategies away from blast message to more relevant, targeted sends.

Ryan Fagan, director of sales and operations planning at Lowe’s, spoke about how the home-improvement brand overhauled the way it verifies which customers are eligible for discounts.

Emerging technologies may ease struggles that businesses have with analytics.