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B2B Tech CMOs on Leveraging Data to Strategically Cater to Buyers

Oct 09, 2019

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

In-Housing Media Buying Helps Bring Control Back to Brands: An Interview with Jenny Chan of Cars.com

Jul 11, 2019

As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.

Marketing & Ad Tech Trends Roundup 2019

Jul 11, 2019

For the vast majority of marketers, there’s no longer any question of whether they should have a tech stack. However, these solutions are constantly maturing and evolving to meet marketers’ needs as vendors continue to innovate offerings, and marketing organizations better understand how technology can serve them. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in marketing and advertising technology

Connected TV Ad Inventory Keeps Growing

Connected TV Ad Inventory Keeps Growing

Jun 11, 2019

Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.

Five Charts: The State of Header Bidding

Five Charts: The State of Header Bidding

May 30, 2019

As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.

How GDPR Affected Marketers in Its First Year

How GDPR Affected Marketers in Its First Year

May 23, 2019

It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.