Marketing Technology
Reports
Header Bidding Update 2018
Header bidding, a specific programmatic advertising setup that grants ad buyers greater access to publisher inventory, is reaching maturity on the web. What does that mean? And will header come to video and in-app environments? Read on.
View this ReportInterviews
How Header Bidding Is Moving Into Apps
Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.
Casie Jordan
Director, Professional Services
MoPub
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Research Tools Used vs. Biggest Perceived Gaps for Senior Marketing Professionals Worldwide, Aug 2018 (% of respondents)
What Do Brands in the UK and North America See as the Main Barriers to Marketing Technology Investment and Use? (% of respondents, 2017 & 2018)
How Are Brands in the UK and North America Using or Planning to Use Marketing Technology Tools? (% of respondents, July 2018)
What Do Ad Agencies in the UK and North America See as the Main Barriers to Marketing Technology Investment and Use? (% of respondents, 2017 & 2018)
How Has Increased Investment in Marketing Technology Affected Media Spending for Agencies and Brands Worldwide? (% of respondents, July 2018)
More On: Marketing Technology
See AllWhat Is the Future of Third-Party Data?
Oct 22, 2018
With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.
How US Companies Are Becoming GDPR Compliant
Oct 19, 2018
US companies can still be affected by the GDPR if they have EU customers or audiences. News publishers like the Los Angeles Times and Newsday have blocked traffic from the EU rather than risk being fined.
Why Marketers Struggle with Data-Driven Personalization
Oct 18, 2018
In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.
First-Price Auctions Are Driving Up Ad Prices
Oct 17, 2018
Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.
How The GDPR Helps Consent Management Platforms
Oct 15, 2018
About one-third of publishers are using CMPs to collect and store their user consent data in an attempt to avoid fines for data misuse.
Five Charts: How Marketers Use AI
Oct 11, 2018
Audience segmenting, ad targeting and data analysis are just some of the tasks that marketers are applying artificial intelligence to.
Why Marketers See Gaps in Their Attribution
Oct 10, 2018
Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.
CMOs Are Becoming More Tech Focused
Oct 09, 2018
According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.
Making Sense of Large Data Sets Is AI's Strength
Oct 08, 2018
With investment in artificial intelligence poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.
How Lowe’s Approaches Audience Verification
Oct 05, 2018
Ryan Fagan, director of sales and operations planning at Lowe’s, spoke about how the home-improvement brand overhauled the way it verifies which customers are eligible for discounts.
Advertisers Have Mixed Confidence in Blockchain
Oct 03, 2018
Blockchain’s distributed ledger could potentially revolutionize digital advertising. But advertisers are cautious about whether the emerging technology will improve things.
Cloud Computing Is Primed to Overhaul Business Analytics
Oct 01, 2018
Emerging technologies may ease struggles that businesses have with analytics.
Martech Is Growing, but It’s Inhibited by Confusion
Oct 01, 2018
Tech vendors aren’t doing themselves any favors by making their products difficult to understand.
How 5G Can Shake Up OOH Advertising
Sep 28, 2018
Andy Sriubas, chief commercial officer at Outfront Media, discussed how 5G technology will make digital out-of-home advertising more dynamic.
What Marketers Need To Know About Ads.cert
Sep 27, 2018
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.