Marketing Technology


With spend on marketing technology increasing, many marketers are investing more dollars into data management products.

Advertisers are investing in products that help them accurately identify the audiences they plan to target. In recent years, a few ID consortiums launched to give advertisers an audience identification alternative to the Facebook-Google duopoly.

Privacy laws and data scandals have thrust third-party data in the spotlight. In the meantime, most marketers continue to rely on data they obtain from other firms.

Some media companies are finding that they can create new revenue lines by selling their data.

According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.

One of the most crucial aspects of setting up artificial intelligence products is making sure that a clear strategy is driving its adoption.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

With data breaches a constant worry, many consumers don’t feel too confident in being able to control how their personal data gets used.

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

In the latest episode of "Behind the Numbers," analyst Nicole Perrin digs into the marketing technology tech stack, and looks ahead to the privacy challenges that marketers will face in 2019.

Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.

The multilayered approach that scammers use to siphon money highlights the cat-and-mouse problem of policing ad fraud.

With store closures and bankruptcies—Toys 'R' Us, Sears and Brookstone, to name a few—showing no signs of letting up, it raises the question of what sets a successful retailer apart from the rest.

While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

About two-thirds of brand marketers surveyed by Sizmek prioritize reducing the number of middlemen they do business with.

For many companies, it is necessary to regularly update their digital strategies in order to stay competitive. But old tech systems can make this an onerous task.

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

The glut of big tech deals and consolidation is, in some ways, reflective of what’s going on in the broader economy. According to Dealogic, global M&A deals are on pace to reach $4.8 trillion this year, which would set a record.