The ad tech space is consolidating. Fueled by competitive pressure from the likes of Facebook and Google, independent point solutions are being swept up into larger streamlined offerings that can compete with the tech giants in providing quality inventory at scale. While evidence of this trend can be found in every corner of the ecosystem, […]
Fraudsters don’t sleep, no matter who owns the tools to fight them Read More »
Over the past two years, there has been an explosion in the bidstream — or for the layman, the number of ad opportunities available for auction in real time has dramatically increased. This isn’t because there are suddenly more people on the planet, or users are visiting massively more pages, or the number of ads
Swimming up(bid)stream Read More »
We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head. In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really
Artificial intelligence is changing the rules of account identification Read More »
Apple’s new iPhone X is doing away with nearly everything but the screen. Now, we’ll only have to look at it for it to know that it’s us — without even having to touch it. This brave new world of touchless, conversational interfaces will forever alter how we interact with our devices, with each other,
How conversational UIs are altering the marketing landscape Read More »
Remember when traditional marketing was overwhelmingly successful? Neither do I. In an era of great innovation, marketing still largely operates with legacy mindsets and technologies. Time, however, isn’t on the side of those who follow convention. Digital Darwinism is only accelerating, and those marketers who defy convention will shape the next generation. The good news
Why AI will help marketers usher in an era of extreme personalization Read More »
A funny thing is happening to marketing operations leaders. Suddenly, they are showing up in executive meetings, in board rooms and acting as the “two” in the CMO’s “one-two punch” to transform marketing. Marketing operations (MO) leaders are evolving from “button-pushers” to vision creators and doers of how to operationalize ROI and customer-centric strategies. In
Rise of the strategic marketing operations leader: Part 1 Read More »
Welcome to Part 7 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 these previous
Part 7 — Insights, intelligence and integration Read More »
Marketing automation is a gangly teenager going through its awkward phase. At the same time, C-suite and customer expectations of marketing’s contribution to the business are changing, shaking up the world of B2B marketing. Our strategies no longer focus solely on inbound marketing and generating (qualified) leads. Today, it’s about targeting the right accounts (new
Are you ready to evolve beyond marketing automation in the next era of B2B marketing? Read More »
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
iOS 11 will accelerate the need for cookie-less tracking Read More »
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
Part 6 — Building the car Read More »
