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Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version

Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version | Insidedigital.org | Scoop.it

If you are the least bit involved in the Online Advertising Industry, you’ve likely heard about the new version of Firefox (22) coming this summer that will block 3rd party default cookies. If you are not aware, let me give you a quick run-down:


  • Basically, Firefox 22 will block ad network cookies by default
  • Firefox will have an option that allows you to accept cookies from the sites you previously visited
  • Users of this build of Firefox must directly interact with a site or company for a cookie to be installed on their machine. The patch also provides an additional control setting under the “Privacy” tab in Firefox’s Preferences menu.

Now, at the first of the year when all of this was coming to light, it didn’t seem too much of a big deal because it usually takes Mozilla a long-time to get releases fully in use. Well, that is until this Tweet popped up the other day:

The company has just added the cookie-blocking patch to the “Aurora” version of the browser, according to Stanford grad student Jonathan Mayer, who developed the patch. After testing the feature in Aurora, Mozilla will migrate it to the Beta version, and then will release it in the next version of Firefox — currently slated for release this June.

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How The Economist uses programmatic to drive subscriptions

How The Economist uses programmatic to drive subscriptions | Insidedigital.org | Scoop.it

The Economist can’t live on ad revenue alone.

Over 50 percent of its overall revenue, £167 million ($251 million), is tied to subscriptions. Increasingly, doing so means mastering the mechanics of programmatic advertising and the art of slicing and dicing data to put specific offers in front of different groups of people.

Six months ago, The Economist began running its own ad retargeting program in-house by having a dedicated a member of its marketing team execute campaigns via a DSP — DoubleClick Bid Manager. Inspired by muscular strategies in place at marketers like Netflix and eBay, this approach leans heavily on The Economist’s own data. It utilizes data sets collected through a data-management platform (DMP), supplied by BlueKai. That said, it hasn’t fully moved away from agencies entirely.

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3 steps for converging digital video and TV advertising, today

3 steps for converging digital video and TV advertising, today | Insidedigital.org | Scoop.it

It's not exactly news that digital has become one of the fastest growing channels for both media consumption and marketing budgets. Last November, Nielsen reported that the audience for online video was expanding by a whopping 60 percent per month. And while TV isn’t going anywhere, it is being redefined by both technology and the consumer experience. Put simply, TV is becoming more like Digital and Digital Video is becoming more like TV every day.


It’s time to step back and look at TV and Digital Video advertising together. Internet-connected devices are no longer just for marketing experiments—they’re a necessary part of an impactful video marketing mix. The time has come to plan, execute and measure a single video strategy across all screens.


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How networks speed up TV shows to shove more ads in your unsuspecting face

How networks speed up TV shows to shove more ads in your unsuspecting face | Insidedigital.org | Scoop.it

Have you noticed there seem to be more commercials crammed into your favorite reruns on cable than ever before? These days, trying to watch without a DVR to skip the ads is essentially a trial of attention — it’s as if the TV show itself has been reduced to a mere gap between ads for cat litter and trade schools. Well, it’s not just you. In order to make more space for ads, networks are increasingly using software to speed up re-runs of syndicated shows. It’s called time warping, and it’s the reason you’re seeing a little less Seinfeld and a lot more nonsense.


Brought to light by a recent post on Reddit, a Youtube poster with far too much time on his hands (no pun intended) exposed this dubious device of commercial chicanery with a scientific experiment of sorts. Using a live airing of Seinfeld on TBS, the Youtube user in question pulled that same episode up from a 10-year-old digital recording from Fox Chicago — don’t ask why he had it, it’s the Internet — discovering the live episode gained 15 seconds on its aged counterpart in about 3 minutes. Expanded over the entire episode, it amounts to around 2 minutes of free airtime per episode, filled in by glorious commercials.


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Does programmatic spell the end for branding?

Does programmatic spell the end for branding? | Insidedigital.org | Scoop.it

It's the age-old challenge for any company - invoking a feeling in consumers that they associate with the company name. No matter what the company values are, branding has been a key element of the marketing mix for years, with the end goal being to have an impact on the buying decision outside of simply product or service costs.


However, the prominence of branding could now be under threat. The rise of digital advertising capable of focusing specifically on a particular audience means that it's now possible to directly reach individuals of a certain type - i.e. best fit customers who are likely to want to buy the product. This draws a question mark over the need for having an influence on that purchasing decision from a brand perspective. 


Branding under threat?


In the modern marketing world digital advertising has the potential to be astonishingly accurate. By utilising vast levels of data and sophisticated online intelligence tools, an advertiser can pretty much pick and choose which people see its adverts.


It's clear that cutting-edge systems and predictive analysis will drive performance, following customer journeys and giving marketers a great deal of detail to work with. Through consumer analysis and segmentation, brands can identify the types of customer they wish to target in a highly effective manner, given the level of modern data available. This results in greater efficiency, effectiveness and relevancy - the latter resulting in an improved customer experience when it comes to receiving and engaging with marketing messages.


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Programmatic Inventory Isn't Black or White

Programmatic Inventory Isn't Black or White | Insidedigital.org | Scoop.it

During the last few months the industry has experienced yet another tidal shift in how buyers and sellers think about transacting on digital media. The rise of the private marketplace (PMP) and the fall of the open exchange has been caused by fear and chaos created in part by the media, start-ups looking to exit, and of course sellers looking to create advantage for themselves with clients/agencies. However, all of this fear is not unwarranted.


All inventory is not created equal, nor are exchanges, and worse, nor are direct PMPs leveraging a standard DealID. How is this possible? Buyers on behalf of clients spend painstaking hours creating well-tailored whitelists to ensure delivery on only those domains and brands that their brand is comfortable with being associated. Conventional wisdom is that a whitelist is the ultimate protection for a brand for both reducing fraud and bots and for brand safety. But turns out, that couldn’t be farther from the truth.


There are more than 200 exchanges representing more than 300,000 domains, and there is massive duplication of these domains across all the exchanges. Most people think that when you apply a whitelist in the open exchange you are buying directly from the domain you have on your whitelist. This may happen, but the reality is that given the number of times a single impression can be bought and resold across these exchanges, you are likely not getting the quality impression or an impression at all on that domain. This creates immense complexity, price instability, opportunity for fraud, and risk for the brand. Therefore, while you may be getting access to the domain you’ve selected, it is far more likely that you are not due to domain obfuscation, redirects, adware, overlays, and nasty iframes all designed to make the DSP whitelist believe they are paying for a quality impression.


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Unpacking the Tech Behind Programmatic Buying

Unpacking the Tech Behind Programmatic Buying | Insidedigital.org | Scoop.it

While RTB and programmatic buying are associated, they are not exactly the same thing. RTB refers to the auction based sales process that can be used between buyers and sellers in open or private ad exchanges, whereas programmatic buying refers to the automation of the buying process and can apply to a direct (programmatic direct) or exchange-based buying (programmatic RTB).


RTB is the technology layer within the programmatic buying platform that allows advertisers to target consumers based on their recent online behaviour across the web by plugging into a wide range of ad networks, ad exchanges and sell-side platforms (SSP’s) . Programmatic buying gives the marketer the power to include a large number of variables when booking their campaigns, and this list of variables is growing constantly. This allows the advertiser to calculate the return on investment for the campaign almost immediately, and makes it possible to adjust the parameters of the campaign quickly if necessary.


Programmatic buying is not about eliminating human interaction from the buying process. It’s about automation and efficiency. An SSP such as SouthernX has technology that allows publishers to set price floors, which means that automated rules can be set to control the lowest prices being paid for inventory. Publishers have the option to drill deeper and prioritise and price inventory based on placement position, section, geography, buyer or audience segments. Buyers can contact their SSP for guidance on which sites to buy and at what price points.


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Social Media Now Drives 31% Of All Referral Traffic

Social Media Now Drives 31% Of All Referral Traffic | Insidedigital.org | Scoop.it

According to a report released this week by content marketing hub Shareaholicsocial media is now the #1 driver of all website referral traffic. As of December 2014, 31.24% of all referral traffic was from social media; compare this to the 22.71% from the same period in the previous year.


While this is great news for marketers who are investing heavily in social media marketing, are these numbers sustainable?


Looking at the graph below, we see a relatively steady downward progression in referrals from search (i.e. SEO), while social referrals appear have been somewhat unstable over the last half of 2014 (and actually rose above SEO referrals once before, in June).


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Data As The New Oil

Data As The New Oil | Insidedigital.org | Scoop.it

While data has always been a vital part of successful advertising campaigns, thanks to the rise of digital display advertising, it has now become the most essential tool in marketers’ arsenals. As digital display advertising delivers data on click through and conversion rates, marketers are provided with tangible evidence about the level of engagement with their campaigns.


This not only enables them to evaluate consumer response and tailor activities accordingly, but as a result of the introduction of real time bidding (RTB), advertisers will soon be able to use conversion data to bid on conversion rates rather than just impressions, truly maximising the success of their campaigns. Thanks to data’s ability to dramatically improve advertisers’ ROI and publishers’ revenues, it has now become exceptionally valuable; so much so that leading marketers are now asserting that, for the digital world, it’s a resource as powerful as oil.


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Three Ways Programmatic Media Buying Helps You Target Customers

Three Ways Programmatic Media Buying Helps You Target Customers | Insidedigital.org | Scoop.it

When a brand begins using programmatic media-buying to replace or complement its endemic digital advertising, it sets itself up to better target its audience in three ways.

1. Discovering insights about customers


The performance of a programmatic campaign discovers insight about a brand's customers. The algorithms that control an ad's digital display show the segments that overlap to form a consumer persona. These personas can be different, additive, or more descriptive than a brand's existing profile.

2. Combining data about customers 


Programmatic media buying allows a brand to combine its first-party data about consumers with third-party Big Data and a programmatic partner's proprietary data. The amount of data incorporated into a campaign is at the discretion of the brand, but any combination of these three data groups allows a brand to scale its targeting to hit look-alike consumers and new niche audiences.

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Why the relationship between agency and marketer must improve

Why the relationship between agency and marketer must improve | Insidedigital.org | Scoop.it

Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.


It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There were also concerns that agencies have silos of specialisation rather than a strategy that works across all platforms.


Agencies meanwhile felt that marketers failed to take risks and had a blind belief in anything new. While agencies claim to work hard in terms of new ideas and creative thinking, they felt that many marketers discounted such ideas and compounded the problem by frequently moving agencies – meaning no loyalty or long-term relationship between the two.


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In-House or Vendor-Based Programmatic Advertising? There is no one-size-fits-all solution

In-House or Vendor-Based Programmatic Advertising? There is no one-size-fits-all solution | Insidedigital.org | Scoop.it

There has been much conversation in recent months over the assertion that in-house programmatic will provide brands with more cost-effective and transparent programmatic media buying. Whether here in VentureBeat or in other industry publications, we’re seeing a lot of varied opinions.


The truth is, there is no one-size-fits-all solution.


To assume you need to be “in-house” or “vendor-based” to achieve success with programmatic is not forward-thinking. The smartest course of action is a hybrid approach: an informed, technical, in-house team paired with a set of strong, specialized and integrated partners (with a defined attribution model beneath it all).


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How Facebook is trying to siphon off TV ad spend - Digiday

How Facebook is trying to siphon off TV ad spend - Digiday | Insidedigital.org | Scoop.it

Facebook has been working hard to convince marketers to shift part of their TV ad budget to the social network.


As part of that effort, Facebook last month tapped Nielsen to host an educational session on TV ad sales for the social network’s marketing partners, according to a source who provided Digiday with a copy of the presentation deck. After outlining the basics of the TV ad industry and declining viewership of linear TV, the deck highlights the potential for increased campaign reach with some modest reallocation of TV budgets to digital channels — such as Facebook.


The deck also cites an August 2012 case study of an $18 million national TV investment which found that a reallocation of between 0.7 to 5.0 percent of the total television budget to “a representative mix of online sites” boosted a campaign’s total reach while reducing its mixed CPM rate.


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Video Ad Completion Rates Surprisingly Low, Finds Report

Video Ad Completion Rates Surprisingly Low, Finds Report | Insidedigital.org | Scoop.it

Here’s an unpleasant surprise that should jolt video marketers awake faster than their morning coffee: Video completion rates are much lower than you may have though, perhaps lower than your metrics are telling you.


According to a Q3 2014 research report put out by Integral Ad Science76.7 percent of all video ads were played to completion. Sounds strong, right? Well only 20 percent of completed ads were actually in view to the user.


Publishers and ad agencies are using autoplay videos to artificially inflate their performance numbers. When the majority of your video ads are playing silently below the fold or in a tab that isn’t showing, then you’re wasting money.


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3 steps for converging digital video and TV advertising, today

3 steps for converging digital video and TV advertising, today | Insidedigital.org | Scoop.it

It's not exactly news that digital has become one of the fastest growing channels for both media consumption and marketing budgets. Last November, Nielsen reported that the audience for online video was expanding by a whopping 60 percent per month. And while TV isn’t going anywhere, it is being redefined by both technology and the consumer experience. Put simply, TV is becoming more like Digital and Digital Video is becoming more like TV every day.


It’s time to step back and look at TV and Digital Video advertising together. Internet-connected devices are no longer just for marketing experiments—they’re a necessary part of an impactful video marketing mix. The time has come to plan, execute and measure a single video strategy across all screens.


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The Evolution of Mobile Ad Formats; Past, Present and Future

The Evolution of Mobile Ad Formats; Past, Present and Future | Insidedigital.org | Scoop.it

The world of mobile advertising can be complicated to understand. Like so many industries that have their roots in technology, the number of different terms, functionalities and formats are akin to another language for the uninitiated. Moreover, since the early days of the smartphone, formats and styles have come on in leaps and bounds. With a vast array of ad designs to choose from, each new iteration offering improved click-through rates (CTR) and revenues, the selection process can be bewildering. For us, the key criteria in ad choice are those that are relevant, don’t annoy the recipient, and at the same time maximise revenue.


Here’s our run down of the top ad formats as they’ve evolved in recent years:


The Past


The Leaderboard and Rectangle

The launch of the iPhone and the increasing popularity of smartphones running powerful operating systems such as Android prompted an immediate need for additional ad sizes that catered for the more advanced handsets and much larger screens. Enter the Leaderboard and Rectangle banners, increasing performance by generating higher CTRs and, in turn, higher CPM's for ads displayed on smartphones. 


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Facebook Ups the Ad Game Ante

Facebook Ups the Ad Game Ante | Insidedigital.org | Scoop.it

Facebook might have just changed the game for advertising on the social channels.


In a Feb. 18 post, Facebook claims advertisers on its massive platform will – soon – pay only for ads actually seen by Facebook users, actual eyeballs on Facebook ads.


Facebook calls this paying only for “viewed impressions” as opposed to what it terms merely “served” impressions.


“Viewed impressions add an extra layer of analytical rigor, as well as common sense,” explains the Facebook for Business post. “They more accurately define delivery and help ensure that people have seen the ads they’re supposed to see.


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Vivaki Overhauls Its Trading Desk

Vivaki Overhauls Its Trading Desk | Insidedigital.org | Scoop.it

The organization has completed a major reassignment of its ad traders, sending 120 employees out to individual Publicis agencies, and taking them off its own books. Vivaki CEO Stephan Beringer confirmed the moves.


The restructuring, meant to bring Publicis' advertising technology jockeys closer to its clients, is also an admission that the traditional trading desk model no longer works for Publicis. Those who remain at Vivaki will now focus on training, research and development, data management and analytics, Mr. Beringer said. Vivaki will retain a small group of traders to help with testing.


The move comes as more clients move their trading desk operations in-house or ask individual media agencies to set up custom desks that aren't tied to central holding company trading operations. Driving the trend has been marketers' desire for more insight into agency fee, pricing and data privacy issues.


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Time Inc. Brings Programmatic to Print - Folio:

Time Inc. Brings Programmatic to Print - Folio: | Insidedigital.org | Scoop.it

In what, on the surface, could forebode an end to the relationship sale, Time Inc. announced today that it's introducing a programmatic platform for buying print ads. Media buyers will now have access to print audience segments as they peruse Time Inc.'s digital programmatic marketplace, Global Exchange, to place their display orders.


Data-based media buying has provided a tremendous amount of efficiency for buyers, and has challenged the traditional face-to-face sales meetings, but Time Inc. is counting on that efficiency to boost print sales.

"We've seen growing demand from our ad partners for a more automated and efficient process across the board, and that extends to print," says Mark Ford, Time Inc. executive vice president, global advertising, in a statement.  


The automated print buying is made possible through a partnership with MediaMath, a digital marketing technology firm, and includes audience segments such as women, men, lifestyle, luxury, business/finance and rapid scale (a segment that includes the weeklies and quicker brand messaging to 10-89 million readers). Segment sizes range from 5 million to 89 million readers and cut across 18 of Time Inc.'s brands.


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Viewability On Networks, Exchanges Sees Marginal Uptick, Still Under 50%

Viewability On Networks, Exchanges Sees Marginal Uptick, Still Under 50% | Insidedigital.org | Scoop.it

In Q4 2014, viewability rates for display ads bought and sold on networks and exchanges increased slightly to 42.6%, up from 36.7% a quarter before.


It’s better than going backward, but nobody is asserting “mission accomplished.”


While the rate of 42.6% in Q4 was better than Q3, it’s still worse than Q2 (45.3%) and Q1 (51.3%) of last year. The data comes from Integral Ad Science’s quarterly media report.


An ad is deemed viewable, per the Media Rating Council (MRC), if 50% of its pixels are in-view for at least one second, or two seconds for video ads.

Viewability rates for video fared no better, checking in at 39% last quarter. That’s up 30% from the previous quarter.


While viewability rates saw slight increases for both display and video ads, brand risk rose.

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Programmatic’s Next Frontier Is....Radio!

Programmatic’s Next Frontier Is....Radio! | Insidedigital.org | Scoop.it

Over the past two decades, computers have revolutionized radio broadcasting, changing how content is created, stored and utilized, as well as the technological nuts and bolts of the business.

The next area poised for transformation is advertising.

“Programmatic” has become a buzzword in advertising circles in the past year; and though it is of most interest to the sales department staff, it should be understood, too, by managers in other departments of a media/radio enterprise. 


IT’S HAPPENING

Programmatic ad buying, in which advertisers can use real-time applications to purchase inventory associated with audience segments and listener attributes, generated $10 billion worth of revenue in the United States. That’s according to Jelli, a programmatic ad platform for the global radio market. 


“Terrestrial radio is the next big growth opportunity for programmatic trading,” said Jelli CEO Mike Dougherty. He adds that it has some catching up to do on the technology side before it can reap the benefits of automated buying.


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4 Ways Marketers Can Move Mobile Advertising Forward

4 Ways Marketers Can Move Mobile Advertising Forward | Insidedigital.org | Scoop.it

On the heels of recent research centered around how companies are falling short with mobile marketing, comes a new report — this time with similarly disappointing findings around mobile advertising, in particular.

The AdExchanger Research report, titled Mobile’s Unmet Potential (available for purchase), finds that although marketers, technology providers and agencies surprisingly share the same vision for the future of mobile advertising, no such agreement exists regarding how to ac Topic: Digital Marketing.


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Private Ad Exchanges 101

Private Ad Exchanges 101 | Insidedigital.org | Scoop.it

Private exchanges are controlled environments, typically run by major publishers or a group of them, with ads sold through carefully selected agencies or advertisers using trading desks and/or demand side platforms. They are used by publishers to more carefully control who can buy their inventory, and at what price. Instead of releasing its inventory into an “open” exchange and letting anyone buy them, a publisher may prefer to offer its inventory (particularly its more premium or exclusive inventory) to a pre-selected set of advertisers, or an agency it has a close relationship with. It might also wish to cut off access to networks and other third parties that could sell those ad impressions on.

How widely used are they?

The adoption of private exchanges by publishers has steadily grown over the last twelve months but their uptake is expected to increase significantly over the coming years with more and more publishers encouraged to take the financial risk of developing its own private exchange (either for itself or in conjunction with other publishers) and moving its inventory away from open exchanges. Yahoo, AOL, Microsoft and other media owners are launching their own private exchanges and selling directly to advertisers and agencies which connects supply with demand. 


Some publishers, as a point of principle, are reluctant to put their inventory on open and public exchanges. They fear a race to the bottom in CPMs, as they compete against the sheer volume of impressions thrown off by the range of digital media spaces, which would undervalue their prime content. The use of private exchanges is therefore an attractive alternative to such publishers.


Agencies are also signalling a move towards private exchanges, GroupM recently pulled its clients from open ad exchanges citing that they did not want to compete in a “fictitious marketplace”.


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Omni-Channel By Default - Cross Device Attribution

Omni-Channel By Default - Cross Device Attribution | Insidedigital.org | Scoop.it

In order for brands to continue reaping the benefits of mobile we need to recognise and address the main problem that hindered marketers in 2014: cross-device attribution; essentially seeing how people are moving between devices - across mobile apps and the desktop - before they convert.


This challenge has been developing for some time. As different marketing technologies became available over the past decade or so, companies have invested in marketing solutions at various stages to seize new opportunities.


The primary problem is often that multiple specialist technology is involved, or a main service provider will not update their offering soon enough to deliver for mobile, or integrate with the specialists who do. And when data comes from many disparate platforms, it becomes almost impossible to unify.


Imagine running a mobile campaign on one platform and a desktop campaign on another, but without a link between the two. You create two data sets which display similarities but, due to the behavioural differences across platforms, are difficult to align.


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IAB Study: Programmatic Tech, Data Remain Daunting Challenge Marketers Will Overcome

IAB Study: Programmatic Tech, Data Remain Daunting Challenge Marketers Will Overcome | Insidedigital.org | Scoop.it

The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper that illustrates the daunting task of handling data and technology
across the marketing and media landscape and shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries.


Nearly one in 10 enterprise marketers work with more than 30 different ad tech tools regularly. The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper released Tuesday.


The white paper -- which illustrates the daunting task of handling data and technology across the marketing and media landscape --  shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries.


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8 steps to creating a Search Remarketing campaign

8 steps to creating a Search Remarketing campaign | Insidedigital.org | Scoop.it

Search remarketing has soared since its initial launch not long ago. It takes display remarketing to a new level, allowing businesses to personalize the remarketing experience without appearing to be stalkers.

In display remarketing, ads are shown to prior site visitors, even when they are on other sites and not looking for anything related to the ad.


In search remarketing, however, your ads are shown to prior site visitors only when they search for similar products or services — when something similar to what you offer is actively on their minds. This approach is less invasive, precisely targeted and more effective.


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