Marketing Technology

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How Data Science Is Changing Marketing Attribution 

Feb 14, 2019

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

How Organizational Structures Obstruct Digital Transformation

Feb 13, 2019

Technology is the means to transformation, not an end in itself. Rigid internal structures impede many organizations' digital transformation efforts.

How Are Marketers Adapting to Data Privacy Laws?

Feb 08, 2019

One of the biggest trends in advertising this year will be consumer privacy and security concerns, which has forced marketers to get their data houses in order.

B2Bs Leverage Programmatic to Target Specific Accounts

Feb 05, 2019

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

Explain Yourself, AI

Feb 01, 2019

As use of AI grows (27% of executives in a PwC study have already implemented AI), so do calls for ways to interpret how AI models make decisions. This has given rise to a new buzzword: explainable AI, which refers to algorithms that make decisions humans can explain. PwC, for example, says it “integrates risk mitigation and ethical concerns into algorithms and data sets from the start.”

How Are Marketers Successfully Shaking Last-Click Attribution?

Jan 31, 2019

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

Why Isn’t Blockchain Preventing Ad Fraud?

Jan 28, 2019

For blockchain to have an impact on ad fraud, all parties to a programmatic transaction must agree to use it—and use the same system. Thus, adoption has been limited.

Publishers Can Engage Advertisers with Data Consulting

Jan 23, 2019

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