Marketing Technology


For Most Brands, Biggest Benefit to Using In-House Is Cost

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.

How US Companies Are Becoming GDPR Compliant

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.

First-Price Auctions Are Driving Up Ad Prices

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

How Header Bidding Is Moving Into Apps

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

Programmatic In-Housing Is About Digital Transformation—Not Just Media Buying

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

Why Marketers See Gaps in Their Attribution

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

Marketers' Roundtable: Brands Need to Send Fewer Emails, So Why Aren't They?

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.

How Lowe’s Approaches Audience Verification

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.

Cloud Computing Is Primed to Overhaul Business Analytics

Emerging technologies may ease struggles that businesses have with analytics.

How 5G Can Shake Up OOH Advertising

Andy Sriubas, chief commercial officer at Outfront Media, discussed how 5G technology will make digital out-of-home advertising more dynamic.

What Is the Future of Third-Party Data?

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.

Why Marketers Struggle with Data-Driven Personalization

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.

How The GDPR Helps Consent Management Platforms

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.

Five Charts: How Marketers Use AI

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.

CMOs Are Becoming More Tech Focused

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

Making Sense of Large Data Sets Is AI's Strength

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.

Advertisers Have Mixed Confidence in Blockchain

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

Martech Is Growing, but It’s Inhibited by Confusion

Tech vendors aren’t doing themselves any favors by making their products difficult to understand.

What Marketers Need To Know About Ads.cert

The IAB Tech Lab will likely release its spec for ads.cert later this year. This tool—a complement to the previous IAB Tech Lab initiative ads.txt—will give marketers a deeper check against unauthorized ad selling. Confused already? Here’s a primer of what you need to know.