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Showing posts from June 29, 2017

TAG launches tool to help keep ads off apps that pirate content

The Trustworthy Accountability Group, a trade organization aimed at keeping fraud and other criminal activity out of digital advertising, has launched a tool to track apps that distribute illegal pirated content, including TV shows, music and movies.The initiative provides a shared resource for TAG members — which include brands and publishers such as Disney, Warner Bros. and VertaMedia; agencies, including Publicis Groupe and Omnicom; sellers like Google and Facebook; and intermediaries like OpenX and The Trade Desk — to keep so-called pirate apps that violate intellectual property rights out of the advertising supply chain.There are already more than 8,000 apps listed in the resource.[Read the full article on MarTech Today.]

via Marketing Land

IAB Tech Lab issues final ads.txt specs to authenticate verified digital ad sellers

The IAB Tech Lab has released the final specifications of the initial version of ads.txt, a tool designed to keep counterfeit and unauthorized inventory out of the digital advertising supply chain. The industry group first introduced ads.txt in May with broad member support.Alanna Gombert, the IAB Tech Lab’s general manager, said in a blog post Tuesday that adoption of the protocol has been increasing rapidly: “The amount of interest and support from the digital advertising community has been immense and from all facets of the supply chain: advertisers, agencies, platforms, publishers, data companies, and more.”Ads.txt lets publishers post a file to their domains that acts as a public declaration of the sellers that are authorized to sell their inventory. Publishers can update the text file easily with data available in the OpenRTB protocol. With a crawler, programmatic buyers can scan the ads.txt files to build lists of authorized sellers and use that to filter out untrustworthy impr…

Google shows off its VR advertising concept

Google presented an early look Wednesday at how it’s starting to think about ads for virtual reality applications.A team working in Google’s Area 120 ideas incubator has come up with a concept for a native video ad format that users can engage with in mobile VR apps.The experimental format starts as a cube. Users can either tap it or stare at it for a few seconds to open a video player and watch an ad.Advr demo from Google. Developers Aayush Upadhyay and Neel Rao explain in the blog post that they are operating under the principles that VR ad formats should be easy to implement, native, customizable, useful and non-intrusive to users.Google’s not alone in working on ad experiences for VR. To highlight a few: Airpush’s VirtualSky network features 5-10 second, 360 degree ads that play when users launch VR content. Outlyer Technologies launched a platform for ads last year that enables advertisers to serve interactive content in standard IAB ad formats in any mobile browser. Another LA-ba…

How the iPhone spawned the evolution of mobile engagement

These days the word “revolutionary” is thrown around so frequently that it’s often meaningless. But when Apple’s Steve Jobs said the iPhone would be revolutionary back in 2007, it turns out he was right on target.When he introduced it, Jobs positioned the device as three revolutionary products in one: a phone, an iPod and an internet device. Top technology critics were skeptical, but consumers were quickly sold.Ten years, 10 models and 10 iOS updates later, the iPhone has evolved into one of the most powerful products on Earth. Not only has it completely transformed how we live our lives, but it has also forever changed the face of marketing and communications. Today, businesses rely on mobile engagement with their audiences, but that wasn’t always the case.The most game-changing modelsToday’s iPhone and the original device are two very different things. In 2007, there was no App Store, no third-party apps, and certainly no GPS (Global Positioning System) or video-recording capabiliti…

Considering a social media management platform? We compare 18 leading vendors

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time-consuming. Automating social media marketing with an ESMMS platform can improve efficiency, compliance, and productivity.Finding the right social media management software is a complicated process. How do you decide which one is right for your organization?MarTech Today’s “Enterprise Social Media Management Software: A Marketer’s Guide” provides a framework for deciding if you need and social media management software, details the capabilities of the leading platforms, and compares offerings from leading vendors.In this guide you will learn:Who the key players are in the marketWhat you should look for in a social media management software solutionHow recent social media and marketing trends are impacting this marketVisit Digital Marketing Depot to download “Enterprise Social Media Management Software: A …

7 things marketers need to know about Google’s Smart display campaigns, direct from Google

When it comes to digital marketing, efficiency is the name of the game. You’re busy, and there’s a never-ending task list filled with budgets, creatives and audiences. What if you could automate them in one easy workflow? You can increase your productivity, spend more time on strategy and finally plan that summer getaway to Italy.Two months ago, Google (my employer) launched Smart display campaigns to automate display campaigns and scale performance. Today, I wanted to answer some of the top questions we’ve heard from advertisers.1. Do I still need to bother with regular campaigns now that Smart display campaigns exist?It depends. Smart display campaigns can help save time and drive better performance by automating bidding, targeting and creatives. That means you don’t have to build extensive audience lists or create dozens of ads in different sizes and formats. Advertisers who use Smart display campaigns have seen an average 20 percent increase in conversions at the same CPA (cost pe…

Startup Acquired launches new platform for managing mobile app install campaigns

Singular and Apsalar announced their merger this week into a unified mobile marketing, analytics and attribution platform, and now startup has launched its centralized platform for managing user acquisition for mobile apps.Based in Foster City, California, and founded in February, Acquired is the latest creation of Andrey Kazakov and Max Gannutin. They were the founders of app marketing data firm AppScotch, which was acquired last year by app analytics firm AppAnnie.Their new platform — Acquired’s first product — allows a marketer to manage app user acquisition campaigns that promote installs across various channels, including a dozen ad networks and environments like Google, Facebook and Snapchat.[Read the full article on MarTech Today.]

via Marketing Land

Facebook will tell brands if the people clicking their ads actually made it to their sites

Just because Facebook has disclosed 10 measurement errors since last September doesn’t mean the company is shying away from providing marketers with new measurements.Facebook will start providing advertisers more details about the people clicking on their ads to visit their sites, like whether they actually made it to the site and if they’ve visited before or not, the company announced on Thursday.Facebook’s new “landing page views” metric may seem a little odd. Doesn’t Facebook already tell advertisers how many times people clicked on the links in their ads to visit a brand’s site? Yes. Doesn’t that link-clicks figure tell advertisers how many times people visited a brand’s site from an ad? No.Someone may click on a brand’s ad to visit its site but hit the back button before the site actually loads, especially if the site takes too long to load over a cellular connection. So Facebook’s “landing page views” metric will augment the link clicks metric by only reporting the number of tim…

PaveAI unveils AI-powered platform to turn Google Analytics into actions

Google Analytics is a treasure trove of data, but how should you use it?This week, startup PaveAI is releasing a new AI-powered platform that it says is the first to turn Google Analytics data into news you can use.This is the San Francisco-based company’s second version of the platform. An earlier implementation, released last year, did not utilize AI and primarily turned Google Analytics data into English.By contrast, this release recommends specific actions to increase leads and revenue, employing statistical models to determine which recommendations will improve ROI.[Read the full article on MarTech Today.]

via Marketing Land

Innovid now screens inventory for HTML5 video ads for the first time

At the risk of sounding melodramatic, Flash video ads have only days to live.On Monday, July 3, the steady death march for the once-popular media format reaches what could be its final fadeout.On that day, Google will no longer support Flash video ads on its industry-dominating tools, including DoubleClick’s Campaign Manager, Bid Manager or Ad Exchange, or in AdWords or DoubleClick for Publishers.And, in another sign that HTML5 video ads are taking Flash’s place, video ad serving platform Innovid announced this week that it is working with authentication service DoubleVerify to keep HTML5 video ads away from bad pages.Those site pages are ones that DoubleVerify judges to be fraudulent or to contain content that is hostile to an advertiser’s image. The objectionable content is determined by scanning the inventory’s content and comparing it to keywords or other guidelines provided by the advertiser.This is the first time that Innovid, which says it has about a third of the market, has t…

Amazon’s Prime Day 2017 is a 30-hour event this year

Amazon has added an extra six hours to this year’s Prime Day event, now a 30-hour period scheduled to begin at 9 p.m. ET July 10 and last through July 11.As in the past, Prime members will get exclusive deals throughout the duration of the event, with Alexa-exclusive voice shopping deals for Prime members who have any of Amazon’s voice-assistant devices or Alexa-enabled Fire TVs or tablets.Amazon is also expanding Prime Day to more countries, adding India, China and Mexico to its list of countries with Prime Day events. According to the announcement, users in China and Mexico will be able to shop local deals and select deals from other countries via the Amazon Global Store.“Our members love Prime Day,” says Amazon Prime VP Greg Greeley in the release announcing this year’s event. “We have been thrilled by the response over the last two years. It is inspiring us to make it even better this year for Prime members.”In addition to the announcement, Amazon shared the following video showin…

5 UX best practices for a search engine focused website

Irrespective of your industry, you rely on your website to build trust, build relationships, provide services, and sell products.Proper SEO will draw customers to your website, thereby improving your search rankings while UX helps a visitor to locate the needed information on your website and helps in starting a relationship with your prospective customer.Your website visitors have specific problems, and they use search engines to find the answers they seek. Once they locate a website that answers their questions, they expect to view the answers quickly and easily.This is why it is essential that SEO and UX complement each other to produce results. Simply put: SEO + UX = $.It is worthless and pointless to drive traffic to your site unless that traffic is qualified. Likewise, your website design is a waste of time if you don’t have any traffic to convert.Together, the focus of SEO and UX needs to be on the intent of your website visitors so that your business has a website that convert…

How publishers, brands are using links in Instagram Stories to boost web traffic

Near the end of May, Outside magazine’s website risked falling short of its internal traffic goal for the month. Typically, when publishers are looking to ratchet up their numbers, they’ll boost their links on Facebook or Twitter. But Outside did something different, something that would have seemed completely ridiculous a year ago. It turned to Instagram.“We went really hard on Instagram Stories at the end [of the month], and that’s what got us there,” said Outside’s online editor Scott Rosenfield.Eight months ago, Instagram was a walled garden for brands and publishers. Other than buying ads that can carry links or using the “link in bio” loophole, companies struggled to migrate their Instagram audience to their own sites. Then, in November 2016, the Facebook-owned photo-and-video-sharing app added an option for verified profiles to attach links to slides in Instagram Stories.Within a month, some brands and publishers were seeing 15 to 25 percent of the people who saw a link in an I…

EUs safety first approach with General Data Protection Regulation

The General Data Protection Regulation that is due to become operational in May 2018. It applies across the European Union (EU) and any country or organization that handles EU data. Enterprises that sustain cyber breach face substantial penalties and fines of up to 20,000,000 million euros or 4% of the annual global income. Employees comprise the greatest source of vulnerability since they interact with data systems daily.Therefore, it is paramount to educate employees on how to take care of their devices and basic cyber hygiene.Employees on the frontline of GDPRAs we approach the implementation of the GDPR, enterprises must seek to understand the practical, structural and cultural adjustments they need to make to comply with the new regulations. How individuals’ data is handled, deleted and shared is being regulated to increase business and public confidence in digital communication. One significant advantage that employers in the EU have is that these rights closely resemble those u…

Marketing Day: Facebook Messenger’s Discover tab, LinkedIn’s Sponsored InMail & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Google My Business website builder SEO review
Jun 28, 2017 by Tony Edward
Google recently released a website builder product for local businesses. Columnist Tony Edward dives in to see how it works and whether it’s worth your time. The SEO benefits of developing a solid site structure
Jun 28, 2017 by Ryan Shelley
Columnist Ryan Shelley explains why a good site structure can be highly beneficial for your search engine optimization efforts — and your users. An intervention on marketing’s dysfunctional relationship with data
Jun 28, 2017 by Joshua Reynolds
If it feels like you have a dysfunctional relationship with data, you’re not alone. Columnist Joshua Reynolds discusses the data challenges marketers face and offers a step-by-step “relationship tune-up” guide. [FIRST LOOK] MarTech agenda is live!
Jun 28, 2017 by Scott Brinker
I’m excited to sha…

Google My Business website builder SEO review

Google officially launched its Website Builder within Google My Business in an effort to help small businesses easily and affordably create websites. This is a great initiative, as there are many small businesses that do not have a website.Google’s Marissa Nordahl made the announcement it in a Google My Business Help thread on Tuesday, June 13. Here is what she wrote:One of the most common actions people take when exploring a Google listing is to go to the website, but we know that getting a website can still be a challenge for a lot of small business owners around the world: too complex, too expensive, too time consuming. Millions of small businesses (60% of small businesses globally) don’t yet have a website.Website is a free tool that allows small business owners to create a simple, striking website in just a few minutes. It’s easy, and you can create and edit your new website from your computer or your phone!CostsThe tool is free to use, but to get a custom domain (such as a .com,…

The SEO benefits of developing a solid site structure

When a user lands on your site for the very first time, do they know where to go? Can they find the information they are searching for quickly, without having to search deep into your site? While site structure may not be a large factor when it comes to most ranking algorithms, search engines use the structure of your site to better understand your content and the relationships between subjects on your site.There are so many factors that impact your site’s online visibility. We often talk about content, links and other optimization tweaks we can use to get results. One area that we often overlook is the structure of the website we are working on. Having a well-organized site will not only help your users find what they are looking for faster, but it will also help crawlers better understand your site’s content and purpose.Flat vs. deep site structuresThe two most common types of site structure are deep and flat. Deep sites create a long path of links to access detailed content. Flat s…

An intervention on marketing’s dysfunctional relationship with data

As the relationship between human marketers and marketing data evolves from casual dating into something a little more serious, many are beginning to feel the growing pains. Sometimes the data tells us thing we don’t want to hear, or worse yet, can’t understand. Sometimes we ask the data to answer questions it can’t. And sometimes we have to spend more energy than we have breaking through the static and cutting to what really matters.In short, when it comes to data, many of us feel like we’re in a dysfunctional relationship, and it’s time for a little couples counseling.Marketers are from Mars, data platforms are from VenusFirst off, as is often the case with couples, we can’t assume that we really understand each other. All too often, we come to our data full of assumptions and beliefs that have gone unchallenged, and whether we realize it or not, we’re just looking for confirmation of what we already believe.This phenomenon is known among cognitive scientists as confirmation bias, a…