Marketing Technology


Publishers Can Engage Advertisers with Data Consulting

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

Marketers Are Ramping Up Data Management Investments

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

Got a Tech Stack? Keep Building.

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.

Five Charts Explaining the State of Third-Party Data

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.

Why Are Some Publishers Selling Their Data?

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.

The Greatest Marketing Intersection is Where Data and Creativity Meet | Sponsored Content

Today about 40% of US marketers said their company’s strategy is driven by a mix of both creativity and technology, according to recent research. The Shipyard identifies a new approach to marketing that intertwines data science with creative insights.

How Advertisers Can Wield Data Exhaust

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

Five Charts: The State of Attribution

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

Legacy Tech Delays Digital Transformation

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.

Enthusiasm Runs High for AI, but Many Are Still on Learning Curve

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

Will the Advertising ID Consortium Solve Marketers' Audience Identity Problems?

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.

Five Charts Showing Marketers' Views on Working With Vendors

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.

Ad Fraudsters Are Becoming More Sophisticated

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

Why Data Is Key to Retail Success

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.

Who Is Using Multitouch Attribution?

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%.

Successful AI Adoption Requires Clear Strategies

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

Why Many Marketers Look To Cut Vendors

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

Many People Feel They Lack Control Over Their Personal Data

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

How Advertisers Are Navigating Changing Auction Dynamics

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