Adweek
OCTOBER 15, 2024
Authenticity is key. The phrase appears in virtually every conversation about influencer marketing. And while it remains accurate, panelists at a group chat at ADWEEK House during Advertising Week New York, sponsored by creator marketing agency The Shelf, dove deeper into how working with creators is changing. "Four or five years ago, it used to.
Martech
OCTOBER 16, 2024
As marketers pour more budget into digital channels, a surprising disconnect remains. While the majority of retail sales, for example, still happen in physical stores, most marketing efforts focus solely on tracking online metrics. The challenge? Traditional attribution models fail to connect digital spend with real-world outcomes. To bridge this gap, marketers must embrace AI and machine learning to gain a full picture of how their campaigns drive both clicks and in-store purchases, unlocking a
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Seth Godin
OCTOBER 13, 2024
Culture is: “People like us do things like this.” We might even have a chance to choose our group. Hipsters do this , hippies do that. People in this town wear this outfit, students at this school hang out here on Saturdays… We might be born into a culture. Less agency, but just as much identity. There’s a built-in status quo here.
The Ad Tech Blog
OCTOBER 16, 2024
Introduction In the rapidly evolving world of software development, the integration of artificial intelligence (AI) has become a cornerstone for innovation. However, with this advancement comes the challenge of ensuring fairness and equity in AI-driven systems. The concept of “ Human-in-the-Loop ” for bias mitigation is gaining traction as a vital strategy to address these concerns.
Advertiser: ZoomInfo
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
Adweek
OCTOBER 14, 2024
You've found a new show. It feels made for you. It's well written, the cast is phenomenal, and you can't wait to see where Season 2 goes. The show's only been out for about two months, but you see news that it's been cancelled already. Another bites the dust. You realize something that felt made.
Martech
OCTOBER 15, 2024
The following checklist distills actionable strategies for digital marketers from Lotame’s “The 2024 State of Data Collaboration: A Global Perspective” research report, fielded by Cint. It’s designed to enable smarter, faster and easier decision-making for forward-thinking marketers. Key takeaways from the research Data challenges : 98% of marketers and agencies face barriers in data orchestration and utilization.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
Seth Godin
OCTOBER 18, 2024
“Ease” isn’t the same as “easy.” In fact, they’re often at odds. Easy work is hardly worth our effort. It can deaden us instead of giving us the chance to bring our best selves to life. Ease, on the other hand, is the feeling of doing something worthwhile, and doing it well. When we choose a project where the stakes are too high, where stress is our fuel, where conflict is at the heart of the work–we’re unlikely to find ease.
Adweek
OCTOBER 18, 2024
When ESPN has both a Formula 1 race and Texas football in Austin on the same weekend, it's hard to blame the network for encouraging partners to drift into each other's lanes. Under the "Texas Takeover" banner, ESPN is hosting a college football matchup between the No. 1-ranked Texas Longhorns and No. 5 Georgia Bulldogs.
Martech
OCTOBER 14, 2024
As an educator, marketing practitioner and leader of the Marketing Accountability Council, I’m noticing significant gaps in how I used to approach and teach market segmentation and the realities of our changing environment. What used to be a straightforward method of categorizing consumers based on demographics feels outdated. Today’s world is incredibly complex and divided, making it essential to look deeper into people’s multifaceted identities, changing values and the fast pace at which
AdExchanger
OCTOBER 18, 2024
Amazon Ads is not only officially on the map; it is actively recreating the map of media, entertainment and advertising. That was the verdict this week at the Amazon Ads conference in Austin, Texas. Throughout the conference, Amazon flexed its muscles as a studio entertainment giant – something neither Google nor Meta could boast – […] The post Amazon Lays Out Its Next $50 Billion Opportunity In Advertising appeared first on AdExchanger.
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Seth Godin
OCTOBER 15, 2024
Consider a simple graph of the temperature of the Earth over time. There’s nothing interesting about any frame of this graph. But when we pause for just a few seconds for it to load and render, we can see 150 years unfold and then the truth becomes apparent. The snapshot is a useful way to capture a moment. But moments rarely offer as much insight as seeing something shift over time.
Adweek
OCTOBER 15, 2024
The New York Times sports publisher The Athletic partnered with the sports streaming service Fubo on Tuesday, the latest in a series of integrated partnerships spearheaded by The Athletic since it debuted advertising on its website two years ago. The multiyear tie-up will first see Fubo integrated into live game blogs, with future plans for.
Martech
OCTOBER 16, 2024
We have some big news to share with you. As a reader of the MarTech website and newsletter and an attendee at the MarTech Conference, you’re part of a community of marketers created by Third Door Media, the company that built and continues to invest in MarTech and its sibling brands Search Engine Land and SMX. Today, our company takes another step in its maturation.
Exchange Wire
OCTOBER 15, 2024
Taboola, a global leader in powering recommendations for the open web, today (October 15th, 2024) announced the introduction of Abby, an industry-first Generative AI technology that advertisers can use to start and manage campaigns, even without being an expert in [.] The post Taboola Introduces Abby, an Industry-First Generative AI Assistant appeared first on ExchangeWire.com.
Advertiser: ZoomInfo
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
AdExchanger
OCTOBER 14, 2024
After taking the stand as a DOJ witness on Day One of the government’s ad tech antitrust trial against Google in Virginia last month, Kevel CEO and Founder James Avery sent AdExchanger’s coverage of his testimony to his parents. “It was like, ‘Wow, look at our son,’” Avery said. “You know, it’s rare I get […] The post What Was It Like To Testify In The Google Ad Tech Antitrust Trial?
Adweek
OCTOBER 15, 2024
Fast-growing startup Bobbie is tackling a double dose of stigma--breastfeeding in public and swapping mother's milk for formula--on one of the highest-profile media stages in America. For its first billboard in New York's Times Square, the formula brand has partnered with Molly Baz, whose previous ad for Swehl--featuring the cookbook author, her pregnant belly, a.
Martech
OCTOBER 16, 2024
Meet ADMaP. That’s the Attribution Data Matching Protocol just released by IAB Tech Lab for public comment. The protocol is aimed at enabling advertisers and publishers to share and measure conversion data without exposing user-specific information. The protocol adopts Privacy Enhancing Technologies (PETs) like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs).
Seth Godin
OCTOBER 12, 2024
This rarely comes up in focus group data. It doesn’t come up when a school talks to students, or a conductor asks the orchestra. It doesn’t come up when the gym owner surveys potential members or when a chef or playwright thinks about building something new. But of course, that’s what we remember. That’s what changes us. Tension is the feeling we experience just before we grow.
Advertiser: ZoomInfo
Incorporating generative AI (gen AI) into your sales process can speed up your wins through improved efficiency, personalized customer interactions, and better informed decision- making. Gen AI is a game changer for busy salespeople and can reduce time-consuming tasks, such as customer research, note-taking, and writing emails, and provide insightful data analysis and recommendations.
Exchange Wire
OCTOBER 15, 2024
Ad tech startup XPLN.AI has announced a USD$8mn (£6.1mn) funding round, led by Ventech and Spring Invest. Redefining advertising effectiveness: For the past 15 years, standard advertising metrics such as impressions, viewability, and completion-rates have dominated the definitions of ad quality, [.] The post XPLN.AI Secures USD$8mn (£6.1mn) to Change Advertising appeared first on ExchangeWire.com.
Adweek
OCTOBER 18, 2024
The financial news publisher Bloomberg Media is launching a Weekend Edition product on Friday, part of a broader initiative to boost subscriber retention and increase weekend readership. The content will focus on the intersection of finance and culture, a small departure from standard Bloomberg reporting and an acknowledgment that readers' preferences shift over the weekend.
Martech
OCTOBER 14, 2024
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.
Seth Godin
OCTOBER 16, 2024
Walk into an office, and the person behind the desk begins an interaction. You respond (or react). They respond (or react) in turn. Answer the phone. Caller ID tells you who it is–are you smiling? How much enthusiasm or disdain or annoyance or delight comes through? The caller responds (or reacts). And so it goes. Every interaction leads to the next interaction.
Advertiser: ZoomInfo
In today’s ultra-competitive markets, it’s no longer enough to wait for buyers to show obvious signs of interest. Instead, sales teams must be proactive, identifying and acting on nuanced buyer behaviors — often before prospects are fully ready to make a purchase. In this eBook from ZoomInfo & Sell Better, learn 10 actionable ways to use these buyer signals to transform your sales strategy and close deals faster.
AdExchanger
OCTOBER 16, 2024
The cookie is already gone. The budgets have shifted. All the howlers screaming about Chrome’s road map for deprecation are akin to the last soldiers standing on the battlefield clinging to the flag of a fallen nation. In short, it’s over. But we can’t measure the downfall of cookies by looking at the bidstream. There […] The post The Industry Pullback From Cookie-Based Tech Proves Cookies Are Already Dead appeared first on AdExchanger.
Adweek
OCTOBER 17, 2024
Generational marketing is dead and rather irrelevant in modern marketing. Clinging to these outdated segments is not just lazy--it's inefficient, inaccurate, and can be dangerous. Simple logic led to these labels: People born within a certain timeframe would share common experiences and, therefore, behaviors and preferences. However, this approach is increasingly problematic and oversimplifies the.
Martech
OCTOBER 15, 2024
In a previous article, I outlined six core competencies for marketers working with marketing technology, including the first three: generalized system understanding , tool management and architecture vision. This article focuses on the next two interconnected competencies: capability assessment and tool procurement. Understanding capability assessment and tool procurement Once marketers understand how customer data flows through various martech platforms and develop a strategic view of how thes
Seth Godin
OCTOBER 17, 2024
Why are we more likely to get tasks done than to take on new initiatives? Checking something off a to-do list requires far less emotional energy than adding something to the list was in the first place. As is often the case, “resistance” is the answer. It’s easy to type a book, hard to write one. That’s because writing one involves making choices.
Advertiser: ZoomInfo
As prospects define their problem, search for solutions, and even change jobs, they are generating high-value signals that the best go-to-market teams can leverage to close more deals. This is where signal-based selling comes into play. ZoomInfo CEO Henry Schuck recently broke down specific ways to put four key buying signals into action with the experts from 30 Minutes to President’s Club.
AdExchanger
OCTOBER 14, 2024
Ad tech fees are too high. And the idea of a software-as-a-service (SaaS) model for SSPs and publisher tech is gaining momentum. Publisher monetization platform Sovrn is expanding availability of its SSP’s flat CPM pricing model in a bid to scoop up smaller pubs who are sick of sharing a percent of every CPM with […] The post To Reduce The Ad Tech Tax, Sovrn Expands Its SaaS Pricing Model appeared first on AdExchanger.
Adweek
OCTOBER 16, 2024
The Vox Media publisher Eater launched its first mobile app on Wednesday, adding another surface area to the rapidly expanding universe of the nearly 20-year-old publisher. The app, which is currently only available on iOs, prioritizes restaurant discovery, showcasing restaurants near a user, according to editor in chief Stephanie Wu. In doing so, the product.
Martech
OCTOBER 15, 2024
We make purchase decisions based on whether or not we trust brands. For low-cost items, we may be willing to take a risk, but for major purchases, trust is key. For B2B offerings, trust is the top selling point for decision-makers, as their motivation is almost always to avoid the blame that comes from making the wrong choice. The true foundation of marketing lies in building brands that create demand but also build trust.
PubMatic
OCTOBER 15, 2024
Innovations in ad tech are fueling the growth of mobile app spending. At PubMatic, our mobile app partners use OpenWrap SDK to boost their ad revenue with incremental demand and unique access to brand budgets. Now, as an official certified bidding partner within the AppLovin MAX platform, more mobile app developers can access PubMatic’s lightweight, flexible SDK that prioritizes transparency, bidding solutions and user experience while tapping into new and under-utilized brand budgets that are c
Advertiser: ZoomInfo
Sales and marketing leaders have reached a tipping point when it comes to using intent data — and they’re not looking back. More than half of all B2B marketers are already using intent data to increase sales, and Gartner predicts this figure will grow to 70 percent. The reason is clear: intent can provide you with massive amounts of data that reveal sales opportunities earlier than ever before.
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