A-From MTT

IAB Tech Lab’s new draft OpenRTB 3.0 is designed for the future of advertising

A-From MTT, Channel: Martech: Advertising, SEO BLOG /

This week, the Interactive Advertising Bureau (IAB) Technology Lab released for comments a new draft of its OpenRTB framework that is designed to potentially handle entirely new forms of online buying and selling. The Lab describes version 3.0 as “a major [over]haul of the real-time bidding framework,” noting that it improves security in the ad supply chain […]

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iOS 11 will accelerate the need for cookie-less tracking

A-From MTT, Channel: Martech: Advertising, Martech Column, SEO BLOG /

Apple’s new iPhone 8 is out in the wild, but the most significant impact for marketers came months earlier with the unveiling of iOS 11 at the Worldwide Developers Conference (WWDC). With iOS 11, which will be released to the masses next week, Apple announced it will accelerate its long-held policy of elbowing the cookie

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Part 6 — Building the car

A-From MTT, Channel: Martech: Management, Martech Column, SEO BLOG /

Welcome to Part 6 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference: In the previous

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SurveyMonkey SVP says her drive to tell stories is the reason she went into marketing

A-From MTT, Channel: CMO Zone, Features & Analysis, Features: Get To Know, Interviews, Marketing Tools, SEO BLOG /

After a yearlong rebrand endeavor, SurveyMonkey launched its “Power the Curious” campaign in mid-July — an effort aimed at taking the survey-platform to a new level. “We wanted to set a playbook for business change, define our next stride, and identify that magnetic characteristic that galvanizes people around a common mission,” says SurveyMonkey SVP of

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With an eye toward GDPR, The Media Trust sets up ‘first vendor network’ to fix the Net

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

When it starts in May, the General Data Protection Regulation (GDPR) requires consent for use of personal data from visitors to websites and apps. For this function, Janrain, Evidon and others are coming out with user-facing solutions. But brands also need to be concerned about what happens behind the scenes, in their site/app code —

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Companies must pay more attention to how they manage their martech stacks, says Allocadia’s marketing VP

A-From MTT, Channel: Martech: Management, Features & Analysis, Interviews, Marketing Tools, SEO BLOG /

Next month, Allocadia’s VP of marketing, Sam Melnick, and GE Digital’s VP of marketing operations, Neenu Sharma, will take the stage at the MarTech Conference in Boston. The two will cover how GE Digital uses Allocadia’s marketing management platform to to manage marketing budgets and set up a standard taxonomy across its marketing organization so

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An email marketer’s top-level guide to DMARC, your best anti-phishing tool

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things

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Advertisers are ready to get ‘aggressive’ about enforcing Ads.txt adoption

A-From MTT, Channel: Display Advertising, Display Advertising, Display Advertising: Ad Fraud, Programmatic Advertising & Media Buying, SEO BLOG /

Ad buyers are dissatisfied with publishers’ slower-than-expected adoption of the industry’s anti-fraud initiative, Ads.txt. Now they are nearing an ultimatum: Publishers need to upload a public list of their programmatic sellers and resellers, or they will be left out of brands’ programmatic ad buys. “Some advertisers care a lot about making sure that we’re not

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How computer vision may impact the future of marketing

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG / / 1 Comment

When people think about computer vision (sometimes called “machine vision”), they often think of smartphones and autonomous cars. Snapchat can give you a puppy dog face thanks to facial recognition (a subset of machine vision). Autonomous cars can identify a human walking across a street. But did you know that machine vision plays a role

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Becoming a martech mastermind: Agility, proficiency and accountability

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

The evolution of Scott Brinker’s iconic Marketing Technology Landscape graphic since 2015 tells the tale of an industry rapidly evolving and bursting at the seams. That was the year the number of martech companies doubled year over year to nearly 2,000 vendors, all the way from just 150 when he began illustrating the proliferation of

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