Advertising & Marketing


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

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

Liz Cole, vice president and group director of social strategy at Digitas, discusses how marketers can tap into the interactive and personal nature of Facebook Messenger.

Ted Dhanik, CEO and co-founder of ad tech firm engage:BDR, spoke about how publishers can use cryptocurrencies to get paid faster.

Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.

A recent survey of US digital media buyers by Centro and Forrester Consulting shows the separation between automated and direct sales departments is dissolving.

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.

Dustin Engel, head of analytics and data activation at PMG, discusses whether agencies can fill key technology gaps for brands.

A study of marketers worldwide found that some are starting to adopt digital transformation programs to keep up with ever-changing technologies and evolving consumer expectations. And a small percentage already have a process in place.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Lauren Fisher outlines the issues involved in data management, and the ways that marketers can think about, organize, integrate and analyze data to shift their focus from channels to audiences.

Marketers are at different stages of digital transformation—some have the basics down, while others are starting from the ground up. At Dmexco last week, we asked several industry experts about their own efforts. Here's what they said.

Adam Soroca, head of the global buyer team at Rubicon Project, spoke about how advertisers use bid shading to mitigate the difference in prices between different types of programmatic auctions.

Advertisers agree that ensuring brand safety is a perennial problem, but there isn’t a consensus on who is most responsible for it.

In an IBM and CMO Council survey of senior marketing, supply chain and ecommerce execs worldwide, 48% of respondents said their investments in data are paying partial returns, but they doubt their vendors will deliver on all of their pledges.

Don Vega, principal media trader at Goodway Group, spoke about how artificial intelligence and other emerging products are leading ad buying firms to reorganize themselves.

According to a recent survey of digital transformation professionals worldwide by Altimeter, nearly half said digital transformation initiatives at their company focused on integrating social, mobile, web and ecommerce efforts into a seamless customer experience.

Marketers are at different stages of digital transformation—some have started the process, while others are not really sure what it entails. But according to those that regard themselves as digital transformation leaders, many agree that digital innovation comes with many advantages.

For 85% of US ad agency executives, effectiveness and direct impact on business objectives influence consideration of new business tools.

Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.