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Showing posts from July 17, 2017

The most brand-safe app category is not what you’d expect

Earlier this year, more than 250 advertisers pulled their non-search ad spend from Google following reports that some ads on YouTube and the Google display ad network were being served alongside extremist content. Analysts projected Google to take a $750 million hit, or 7.5 percent of ad revenues.While that’s a drop in the bucket for the tech giant, the news resurfaced the critical issue of brand safety, where advertisers must be able to trust their publisher and network partners to properly vet the environments in which their ads are running. We as an industry must address it fully and correct it, because it affects everyone and is not going away unless we actively fix it.Fortunately, there is one advertising medium that is extremely brand-safe, and instead of putting energy into where not to be, we can focus on it as an example of a premium, high-quality environment where advertising is not just safe, it’s effective. We’re talking about mobile games.Why are games so great for brands…

Watson helps AdYouLike screen content for native ads

IBM’s logo for Watson IBM’s Watson supercomputer is now prescreening content for native ads.The supercomputer’s newest job is to assist AdYouLike, a native ad supply-side and publisher platform out of the UK. The company, founded in 2011, says it offers the largest in-feed native ad platform in Europe, and it recently set up an office in New York City.CRO co-founder and US General Manager Francis Turner told me this is the first time Watson has been employed to help target native ads toward compatible surrounding content and determine which content is objectionable to a brand.Turner said that Watson, accessed via an API, is being utilized “to understand and read content as a human would do.”[Read the full article on MarTech Today.]

via Marketing Land

Semantic Search: What it Means for SEO in 2017

The combination of semantics (the science of meaning in language) with search engines that process billions of queries seems a very natural one.Semantic search has been effective, too; by understanding the intent of a query and the context of the user, the accuracy of results on search engines like Google and Bing has increased significantly.Search engine results pages today look markedly different to their earlier iterations and, with improvements in local search, voice recognition, and machine learning, they will continue to change over the next few years too.There is a lot of fascinating theory behind all of this, but we can sometimes focus on this to the detriment of our work today.Significant algorithm updates like Hummingbird, or the more recent launch of RankBrain, have a big impact on users. As marketers, we need to know exactly what this means for our strategy, our expectations, and our campaign measurement.As such, this article will focus on some real-world examples of seman…

For Trusona’s CMO, a startup mindset means being a jack-of-all-trades

In 2012, after more than a decade at Microsoft, Karen Dayan made the leap from building marketing programs for the world’s largest software company to working at a startup.“I spent 14 years at Microsoft in a bunch of different marketing roles across the business and oversees in the Middle East and Africa, and the last six years in Redmond, Washington at the headquarters,” says Dayan, “And then, I spent about 10 years in two different startups.”The first of Dayan’s startup experience was as VP of marketing for Criteo. During her time at the personalized retargeting platform, the company went from $20 to $200 million in revenue in two years. After Criteo, Dayan was recruited by cybersecurity expert Ori Eisen to lead marketing for his startup, 41st Parameter. That company eventually sold to Experian.Dayan says she had been doing marketing consulting when Eisen approached her for the second time in January of this year to run marketing efforts for his newest startup, Trusona.“I joined the…

Move over millennials, Gen-Z now the largest single population segment

According to Nielsen’s new Total Audience report, millennials and Gen-Z now comprise 48 percent of the total media audience. Gen-Z in particular is now the single largest audience segment at 26 percent (although there’s a vast age range).Because members of Gen-Z are different in key ways from millennials, the demographic shift holds some implications for brands and retail marketers. Gen-Z is defined as those born between 1997 and 2015. The oldest members of the generation are now 20. The oldest millennials are now 37.Source: Nielsen Total Audience Report (Q1 2017)While members of Gen-Z look like millennials from an overall device ownership perspective, there are a few key differences. According to Nielsen, they watch less conventional and DVR-based TV than earlier generations. They also spend far less time accessing the internet via PCs than older groups.Millennials and Baby Boomers spent on average 1:02 hours accessing the internet over a PC on a daily basis in the first quarter of 2…