Marketing Technology


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

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

Jascha Kaykas-Wolff, CMO of Mozilla, spoke about the need for a faster and cleaner browsing experience.

Financial intermediary Oarex Capital Markets analyzed more than 10,000 invoices from its clients—publishers, ad tech vendors and agencies—and found that over the past year, 55% of payments came late.

Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models.

Jim Butler, co-chair of the IAB Tech Lab OpenRTB Working Group, spoke about how a new spec will bring more clarity to programmatic bidding.

Many consumers understand how companies use their personal data, but according to a recent study, not everyone is comfortable with it.

So far, targeting and audience segmenting are among the most common uses for the emerging technology.

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.

Web browsers, Facebook and the GDPR have each done their part to make third-party data less appealing.

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.

Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.

Customer experience has become one of the biggest areas of business focus across industries. One way that adds value to a consumer’s shopping journey is authentic, tailored content. eMarketer has curated this Roundup of articles, insights and interviews to zero in on the trends affecting content marketing today—from creation and personalization to brand safety and more.

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.

Research from Confiant shows that raising price floors isn’t a panacea for ad buyers hoping to avoid fraud.

A few particular categories are most susceptible to new regulations, like behavioral targeting.

Several states, including California, are adopting their own protections for internet users.