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Showing posts from September 28, 2017
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Salesforce opens up its second-party data marketplace

In October of last year, Salesforce acquired data management platform (DMP) Krux. This week, the marketing software giant announced the general availability of its Data Studio, a marketplace of B2C second-party data that is built on Krux’s Link product.The Data Studio had previously been available only to subscribers of the Salesforce platform, but now anyone can pay the monthly subscription and make arrangements for participating brands’ first-party data, which — when bought, sold or traded — is known as second-party.Typically, Marketing Cloud Chief Strategy Officer Jon Suarez-Davis told me, the data is used anonymously, but usage and prices are up to the transacting parties. While the focus is on second-party data, any kind of data can be exchanged.[Read the full article on Martech Today.]

via Marketing Land

Taboola adds a third-party data marketplace

It’s a good week for data marketplaces. Salesforce has opened up availability to its second-party data marketplace, while content discovery platform Taboola is adding third-party data to its targeting with the launch of its Data Marketplace.Taboola said that the Marketplace — populated with audience segments from data providers like Oracle Data Cloud, Neustar, Acxiom and Bombora — is the first of its kind for such a content discovery vehicle.The company provides those “you might also be interested in these” linked images at the bottom of many stories, allowing the user to choose other content that is being promoted by the same or other sites, or by advertisers.[Read the full article on Martech Today.]

via Marketing Land

Publishers need a new definition of UX: From ‘user experience’ to ‘user expectation’

The rise of ad blocking has placed new emphasis on creating ads which preserve the user experience. From the Google and Facebook-led Coalition for Better Ads, IAB’s LEAN initiative to Adblock Plus’s dubious definition of “Acceptable Ads,” there is now a broad consensus that something must be done to combat the poor ad experiences that lead users to download blockers.And yet, even as the largest and most powerful players in our industry band together to protect the user experience (UX), there’s surprisingly little discussion about what an acceptable UX really looks like. For these efforts to succeed, we need more than a pledge to make ads “better.” Rather, we need a new and better understanding of the UX such ads are designed to protect.The challenge in landing on a single standard for quality in advertising is that quality is fundamentally subjective. Even great ads can lead to bad experiences if the user isn’t prepared to see them; the well-produced video ad that might work great on …

Nielsen buys multitouch attribution provider Visual IQ

Audience measurement service Nielsen is boosting its ability to monitor digital ad effectiveness, announcing this week that it will buy marketing intelligence software provider Visual IQ.Visual IQ specializes in multitouch attribution combined with performance monitoring by audience segment. In multitouch attribution, the credit for a sale or other desired action is distributed across several ad drivers, such as shared credit between a mobile web ad, a desktop web ad and an email from the same advertiser to the same geography in a given period of time.Deal terms were not made public.The purchase is one more indication that Nielsen is taking steps to strengthen the digital side of its business, and to supplement its customary panel-based way of measuring impact.[Read the full article on Martech Today.]

via Marketing Land

CMO audit series, Part 5: The rise of digital assistants

If I were writing this post even a year ago, I’d (still) be focusing on the mobile experience. Even today, more brands than you’d expect aren’t fully optimizing their mobile UX (user experience), even if they have moved to a mobile site.Tough to know where to look on that page, right? Lots of words, lots of nav options, and if you’re not looking for audio equipment, not much of a head start on what to do next.That said, the big new device-oriented opportunity on the horizon isn’t mobile optimization (even for brands who aren’t nearly optimized); it’s digital assistants — which may be featured on more devices in the world than there are people by 2021.Here are some very obvious signs that digital assistants are poised to make a huge impact on the digital marketing landscape (beyond just maps, directions and general knowledge introduced by Apple’s Siri in 2011):Walmart is teaming up with Google to offer voice-activated shopping via Google Home.Amazon (Alexa), Apple (Siri), Google (OK Go…

Snapchat rolls out Sponsored 3D World Lenses, bringing its AR format to advertisers

Snapchat debuted its latest augmented-reality ad format on Thursday.Advertisers can now create their own branded versions of Snapchat’s 3D World Lenses that allow people to augment videos shot with their phones’ rear-facing cameras with animated three-dimensional objects that can be moved and resized to fit the scene.Imran Khan, chief strategy officer of Snapchat’s parent company, Snap, announced the rollout of Sponsored 3D World Lenses on Thursday at an Advertising Week session in New York. Bud Light and Warner Bros. are the first advertisers to run these augmented-reality ads. Below are two GIFs showcasing how each brand is using the new format. In the Bud Light ad, the user can walk around a concession vendor selling Bud Light.  Warner Bros. is using the ad format to promote “Blade Runner 2043” and features one of the flying cars from the movie.In addition to crafting 3D World Lenses to entertain Snapchat’s audience, brands can also create more purpose-driven campaigns, similar to …

Wiser Solutions combines retail analytics with e-commerce solutions, aiming to be a one-stop shop

Earlier this month, Quad Analytix and Mobee — two retail-focused technology solutions — merged to form what is now Wiser Solutions, Inc., an analytics platform that also includes a workflow solution for retailers, brands and restaurants.“It made a tremendous amount of sense to be able to offer a better solution to our customers,” says Wiser’s president Andy Ballard, who notes many were using two different vendors to do what Wiser can now offer as a one-stop shop.Ballard says it would have taken Quad Analytix many years to develop the technology that Mobee offered, and vice versa for Mobee.“One of the reasons for bringing the two together is there were several examples of existing customers that have a need for both e-commerce work but also in-store efforts to gather that information and power better decisions,” says Ballard.As it stands, Wiser clients have access to a number of data sets, from competitive benchmarks and market intelligence analytics to optimization analytics that offe…

CSEs will compete head-on with Google Shopping in EU search results

In response to the European Commission’s antitrust ruling — and record $2.7 billion fine — against Google for favoring its own content, the search giant is making some changes to the way it handles Google Shopping results in the EU.Starting Wednesday, Comparison Shopping Engines/Services (CSEs) such as Kelkoo, Shopzilla and Twenga will be able to run product listing ads in Google Shopping results as retailers do so currently.The EC’s ruling required Google to deliver a solution to provide “equal treatment” to CSEs within 90 days or face further penalties. That deadline has now arrived. The EC doesn’t have a specific approval process, but Google believes the changes it’s making put it in compliance with the order.For more on how the auction and ad results are changing, read the full article on Search Engine Land.

via Marketing Land

Pinterest, Google or Bing: Who has the best visual search engine?

Visual search engines will be at the center of the next phase of evolution for the search industry, with Pinterest, Google, and Bing all announcing major developments recently. How do they stack up today, and who looks best placed to offer the best visual search experience?Historically, the input-output relationship in search has been dominated by text. Even as the outputs have become more varied (video and image results, for example), the inputs have been text-based. This has restricted and shaped the potential of search engines, as they try to extract more contextual meaning from a relatively static data set of keywords.Visual search engines are redefining the limits of our language, opening up a new avenue of communication between people and computers. If we view language as a fluid system of signs and symbols, rather than fixed set of spoken or written words, we arrive at a much more compelling and profound picture of the future of search.Our culture is visual, a fact that visual …

Marketing Day: AI myths, Spotify’s self-serve ad platform & Vimeo gets live streaming

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:All-new MarTech Today guide: Enterprise Digital Personalization Tools
Sep 27, 2017 by Digital Marketing Depot
With advances in artificial intelligence (AI), personalization has become more than a content or product recommendation. Marketers now provide adaptive mobile experiences and website background images that closely match the visitor’s profile, as well as customized page layouts based on visitor behaviors – rather than just their demographic persona or geographic location.Busting AI myths: Why AI will help marketers usher in an era of extreme personalization
Sep 27, 2017 by Brian Solis
In an age when consumers expect deep personalization, AI is here to help. So what’s the holdup among marketers? Contributor Brian Solis discusses the top myths slowing its adoption.Spotify launches self-serve platform for audio ad campaigns
Sep 27, 2017 by …

All-new MarTech Today guide: Enterprise Digital Personalization Tools

With advances in artificial intelligence (AI), personalization has become more than a content or product recommendation. Marketers now provide adaptive mobile experiences and website background images that closely match the visitor’s profile, as well as customized page layouts based on visitor behaviors – rather than just their demographic persona or geographic location.MarTech Today’s “Enterprise Digital Personalization Tools: A Marketer’s Guide” examines the market for digital personalization tools and the considerations involved in implementation. The 51-page report reviews the growing market for digital analytics platforms, plus the latest trends, opportunities and challenges.It also includes profiles of 18 leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy.

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Busting AI myths: Why AI will help marketers usher in an era of extreme personalization

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 is that natural selection favors anyone willing to learn and experiment. There’s also a shortcut: artificial intelligence (AI).Technology, and all it disrupts, continues to evolve. Society, markets and customer behaviors — preferences and values, too — are evolving. Now, consumers expect personalization — real, know-who-I-am personalization.[Read the full article on MarTech Today.]

via Marketing Land