Sat.Aug 24, 2024 - Fri.Aug 30, 2024

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The DOJ Alleged Google ‘Destroyed’ Relevant Evidence Ahead of Its Antitrust Adtech Trial

Adweek

Google's upcoming adtech antitrust trial suffered a setback today, as evidence emerged that it relied on a policy to avoid retaining messages that relate to the case, the DOJ argued. Judge Leonie Brinkema of the U.S. District Court for the Eastern District of Virginia considered a motion today from the U.S. Department of Justice seeking.

Ad Tech 355
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5 key trends we’re seeing in B2B marketing

Martech

Like just about everything in marketing, B2B marketing is changing — and fast. Some of the trends I’m seeing have been developing for a while, but now they’re really taking off. What’s going on? Here are five of the most important developments. 1. Welcome the new generation of buyers Gen X and Y are entering the buying group, in droves.

Marketing 132
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Neuroscience of Emotional Engagement in Advertising

The Ad Tech Blog

Understanding the neuroscience behind emotional engagement in advertising can significantly enhance your marketing strategies. By leveraging insights from brain science, you can create more impactful and memorable ads that resonate with your audience. Introduction to Emotional Engagement in Advertising Key Points Emotional engagement drives consumer behavior Neuroscience helps measure emotional responses AI can analyze and optimize emotional engagement Effective emotional engagement boosts ROI U

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Redefining a profession

Seth Godin

Pharmacists used to mix chemicals by hand to create prescriptions. Opticians used to grind lenses from scratch. Lawyers used to start with an empty page. Graphic designers needed to know how to draw. All of these jobs are still important. None of them are the same as they were thirty years ago. In your work, are you fighting the change or leading it?

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5 Ways You Can Win Faster with Gen AI in Sales

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.

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Google Sought to Pay Agencies Hundreds of Millions to Sway Media Buys

Adweek

Google planned to spend hundreds of millions of dollars incentivizing agencies to purchase certain types of its media, according to new documents filed last week in the Department of Justice's upcoming antitrust trial against Google. The documents reveal the inner workings of Google's incentive programs with agencies and advertisers. The program gave agencies discounts, special.

Agency 354
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Google adds generative AI insights, shopping ad campaign goals

Martech

Google today introduced four updates to help retailers ahead of the holiday shopping season. Key updates: Shopping trends insights. You can now access real-time shopping trends in Google Merchant Center. This could help you adjust your inventory and product descriptions based on what shoppers are searching for or viral trends. AI-powered insights. Two new generative AI features in Merchant Center Next provide quick summaries of product performance and custom reports based on specific data queri

Retail 125

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The sad compromise of “sponsored results”

Seth Godin

Google made a fortune and honed sponsored search results into an art form. The theory is that people who want the traffic the most will pay for the clicks, and of course, if the advertisers don’t have something you ultimately want, they’ll just waste their money. Let the market work it out–the dollars become a self-fueling sort of search algorithm.

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Social Media Managers Don’t Need Your Algorithm Hacks

Adweek

Social media managers have no shortage of advice on how to do their jobs better. Everyone with an Instagram account and a pulse think they know how to run a brand social media account best. There are countless blogs, newsletters, and experts offering "tips and tricks," questionable algorithm hacks, thoughts on trends, and other advice.

Media 340
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Evaluating 7 AI video generators while waiting for OpenAI’s Sora

Martech

I watched “OpenAI Sora’s first short film — ‘Air Head,’ created by shy kids,” when it debuted in March and assumed Sora would be publicly available in a few months. But it’s already August and only a limited number of visual artists, designers and filmmakers have been granted access to “gain feedback on how to advance the model to be the most helpful for creative professionals.

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Going green, social commerce, faster delivery – retail trends for fall 2024

illumin

With the summer flying by, it’s time to look ahead to what retail trends will take the lead in fall 2024. The previous year proved difficult for retailers, with low consumer confidence and increasing cost of living tightening shoppers’ purse strings. But it seems that tough times are starting to wane. Goldman Sachs reports in its 2024 economic forecast that inflation is easing and consumer confidence is, slowly but surely, on the rise.

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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Write for someone

Seth Godin

It’s so tempting to write for everyone. But everyone isn’t going to read your work, someone is. Can you tell me who? Precisely? What did they believe before they encountered your work? What do they want, what do they fear? What has moved them to action in the past? Name the people you’re writing for. Ignore everyone else.

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Former Fortune CEO Alan Murray Is Joining The Wall Street Journal This Fall

Adweek

The former chief executive of Fortune, Alan Murray, is joining The Wall Street Journal this fall, where he will play a key role in building out its events business, according to two sources familiar with the move. The hire was first reported by ADWEEK earlier this week. Murray and The Wall Street Journal declined to.

Media 338
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Data analysis and market research top list of AI use cases

Martech

Marketers are tapping into AI’s analytics and research capabilities in higher numbers than for genAI content production, according to a new survey of over 1,200 marketers by adtech platform Mediaocean. The same marketers are also keeping a watch on consumer interest in AI and other trending technologies. Where AI topped the list of consumer trends in a previous survey, CTV now leads the field.

Marketing 125
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Mitigating Misrepresentation: Is There A Proper Approach To ID Bridging?

AdExchanger

It has become clear recently that some sellers in the RTB ecosystem are engaging in abnormal practices regarding how IDs are populated in bid requests. These sellers are causing a cookie ID to be presented in the bid request, in the customary field (“buyeruid”), but this cookie is not present in the browser. MediaMath listed […] The post Mitigating Misrepresentation: Is There A Proper Approach To ID Bridging?

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10 Ways to Leverage Buyer Signals and Drive Revenue

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.

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The steep part of the mountain

Seth Godin

The end of the trail is usually difficult, but without the long and winding approach, there isn’t much of a mountain. The greatest hits reel and the stunning photographs leave out most of the hard work. There’s a lot to be said for showing up, one foot in front of the other. In fact, those are the only people who make it to the steep part in the first place.

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The 9 Best Unexpected Brand Collabs of 2024 So Far

Adweek

If 2024 has taught us anything about brand tie-ups, it's that the more unlikely the collab, the better. In the last eight months, we've seen brands partner on a variety of products, campaigns, and experiences. Polly Pocket has gone life-sized with Airbnb, Dunkin' and Scrub Daddy forged an alliance to make cleaning fun, and Charlotte.

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3 tips to maximize your ROI at events

Martech

Conference season is in full swing. If you’re spending that much cash, be sure you’re getting results, whether it’s acquiring new leads, closing deals, or starting new partnerships. Conferences can drain your budget, but with the right strategy, you can turn every event into a profitable trip — be it The MarTech Conference or INBOUND. Here’s how to maximize your conference ROI, from planning to follow-up. 1.

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Comscore Audience Data Will Now Be Available In FreeWheel’s Platform

AdExchanger

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform. The post Comscore Audience Data Will Now Be Available In FreeWheel’s Platform appeared first on AdExchanger.

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Signal-Based Selling: How to Leverage 4 Key Buying Signals

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.

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“How can I help?”

Seth Godin

If you have a series of tasks to do, it’s easier to ignore this question and simply get back to work. Doing the tasks is more efficient than coordinating the help. But if your work is a project , a bigger mission that involves making a change happen, it’s much more productive to accept help. When we have a project, part of the work is to enlist others in figuring out how to make the change we seek.

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Fortune, a Rare Media Success, Faces a New Set of Challenges

Adweek

When the business publisher Fortune was first spun out of the former Meredith Corp. in 2018, it faced an uncertain future. The legacy title had launched a standalone website only four years prior, had no digital subscription program, and had only a fledgling online readership. Nearly six years later, however, the 94-year-old publisher has since.

Media 337
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New Adobe Workfront Planning ties campaign development to execution

Martech

Adobe announced the general availability of Adobe Workfront Planning, a solution that delivers a flexible, unified view of campaign planning and activity leading to fast execution. The aim is to replace manual gathering of disparate information with customizable visualizations in a generative AI-powered interface (think natural language prompts and conversations).

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Don’t Sleep On Maryland’s Strict New Data Privacy Law

AdExchanger

Since 2018, which is when California first passed the California Consumer Privacy Act, 18 other US states have enacted their own comprehensive data privacy laws. The International Association of Privacy Professionals diligently maintains an incredibly useful US state privacy legislation tracker, which I make sure to check every couple of weeks. But remembering the nuances […] The post Don’t Sleep On Maryland’s Strict New Data Privacy Law appeared first on AdExchanger.

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Activating Intent Data for Sales and Marketing

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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Language conceals and reveals

Seth Godin

When a non-expert brings a strong point of view to a complex discussion, the words might not mean what they seem to mean. What might be being said is, “I’m worried. I’m afraid. I don’t understand. I am looking for solace.” Answering emotional word salad with logical insight doesn’t do anything at all for these feelings.

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Keanu Reeves Fights Off Bad AI in B2B Campaign for Palo Alto Networks

Adweek

B2B campaigns aren't usually known for being flashy. They're often filled with insider jargon and take a fairly cut-and-dry approach to their messaging. But they don't have to be that way, as a new campaign for cybersecurity company Palo Alto Networks proves with its sci-fi fantasy. Palo Alto Networks assembled an A-list team of Hollywood's.

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Essential stack for a B2B startup: Best of the MarTechBot

Martech

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.

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Google Is Fighting To Keep Ad Tech Execs Off the Stand In Its Upcoming Antitrust Trial

AdExchanger

Google doesn’t want AppNexus founder Brian O’Kelley – you know, the godfather of programmatic – to testify during its ad tech antitrust trial starting on September 9. It also doesn’t want Index Exchange CEO Andrew Casale, OpenX CEO John Gentry, Vox CRO Ryan Pauley or The Trade Desk’s CRO Jed Dederick on the stand. And the […] The post Google Is Fighting To Keep Ad Tech Execs Off the Stand In Its Upcoming Antitrust Trial appeared first on AdExchanger.

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Predicting the Future of Sales: How AI and Automation Will Revolutionize Strategies

In this exploration, we're diving into predictions about the future of sales. We're talking about a complete shake-up powered by automation and artificial intelligence (AI). These aren't just fancy tools — they're real game-changers. Automation and AI are here to redefine every interaction, making them smarter, faster, and more meaningful. From personalized customer journeys to streamlined sales processes, the goal is to make every moment count, enhancing both efficiency and connection.

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Brighten up a room

Seth Godin

(just by leaving it) Moving into your kid’s college dorm isn’t going to make the experience better for anyone. A smart founder leaves her company in a moment when it actually does better without her. The expectation that secession is failure causes a lot of damage. If you really care about the mission, it might be better to change the system in a way that allows it to thrive.

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5 Adtech VCs Reveal What They’re Looking For and What They Avoid

Adweek

2024 has been a volatile year for adtech funding. U.S.-focused adtech startups, once accustomed to snagging billions in venture capital annually, have raised nearly $360 million so far this year, putting it on track to be the industry's slowest year in over a decade, per Crunchbase data. That slowdown is due to market saturation, heightened.

Marketing 330
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Where to deploy AI for maximum martech impact

Martech

AI is rapidly reshaping various industries, and martech is no exception. As AI becomes increasingly integrated into business operations, marketers face a wealth of options and strategies to leverage these technologies effectively. Let’s examine the benefits, deployment strategies and key considerations for integrating AI into your martech stack to drive better results and optimize customer experiences.

MarTech 121
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How HUMAN Uncovered A Scam Serving 2.5 Billion Ads Per Day To Piracy Sites

AdExchanger

Determining whether publishers are shady enough to be cut from the programmatic supply chain means grappling with shades of gray. But when a publisher is engaged in obviously illegal activity like piracy – and going to great lengths to hide it from programmatic advertisers – then the decision becomes black and white. Ad fraud detection […] The post How HUMAN Uncovered A Scam Serving 2.5 Billion Ads Per Day To Piracy Sites appeared first on AdExchanger.

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Enterprise ABM Marketing Tools: A Marketers Guide

Savvy B2B marketers know that a great account-based marketing (ABM) strategy leads to higher ROI and sustainable growth. In this guide, we’ll cover: What makes for a successful ABM strategy? What are the key elements and capabilities of ABM that can make a real difference? How is AI changing workflows and driving functionality? This Martech Intelligence Report on Enterprise Account-Based Marketing examines the state of ABM in 2024 and what to consider when implementing ABM software.