Marketing Technology

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Why Are Some Publishers Selling Their Data?

Dec 11, 2018

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

Publishers Worry Programmatic Is Hurting Ad Prices

Dec 10, 2018

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.

Who Is Using Multitouch Attribution?

Dec 10, 2018

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

Dec 07, 2018

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.

Successful AI Adoption Requires Clear Strategies

Dec 06, 2018

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

How Advertisers Can Wield Data Exhaust

Dec 04, 2018

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

Dec 03, 2018

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

Why Many Marketers Look To Cut Vendors

Dec 03, 2018

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

Legacy Tech Delays Digital Transformation

Nov 26, 2018

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.

Martech Is Eating Up CMOs' Budgets

Nov 15, 2018

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.

Enterprise Software Acquisition Surges

Nov 14, 2018

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.

Protecting Customer Data Is a Top Challenge for CMOs

Nov 13, 2018

Data breaches and the threat of regulation have chief marketers on edge about data security.

How AI Can Empower Ad Personalization

Nov 12, 2018

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

How Poor Data Quality Mucks Up Attribution

Nov 09, 2018

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

How Disparate Systems Complicate Martech Strategies

Nov 06, 2018

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.