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Showing posts from February 12, 2018
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Pixability guarantees YouTube brand safety for advertisers

Kaspars Grinvalds / Shutterstock.com In response to repeated brand safety flare ups on YouTube over the past year, Pixability has launched a new solution that includes a 100 percent brand-safe spend guarantee for YouTube advertisers.The Boston-based video advertising platform for campaigns on YouTube, Facebook and Instagram says its new technology takes into account each advertiser’s unique definition of brand safety as well as more nuanced settings of campaign-specific brand appropriateness.“The brand safety conversation has evolved significantly over the last few months, as advertisers wake up to just how individualized their approach to the issue needs to be,” said Bettina Hein, Pixability Founder and CEO.There are two tiers of the new managed service. The higher end version, DependAbility Premium, provides access to the entire campaign placement list via Pixability’s AI technology, third-party verification of viewability and video completion measurement by Moat, and human review of…

The power of shared beliefs: Market what you believe, not only what you do

For decades, marketing has been a volume-driven game — more emails, more ad placements and bigger billboards. The goal, of course, is to capture increased numbers of eyeballs for brand messages and to achieve a supersaturated share of mind.But today, volume-driven messaging is dropping in importance in favor of customer engagement, genuine dialogue and alignment with customers’ beliefs and values. What it comes down to now is how we engage with customers and convince them that we share a set of beliefs and are all moving toward the same goals that will benefit everyone.For proof of the power of shared beliefs, consider these dominant brands:Apple — Apple customers firmly believe that Apple is always going to release the most innovative products and that they themselves will be more innovative, creative and cool for using them. For the legions of Apple faithful, this is not just a point of view or opinion, it’s an unassailable conviction. And as Winston Churchill said, “One man with a …

How should retailers respond to Amazon Go? 7 experts weigh in

Last month, Amazon’s fully automated grocery and convenience store, Amazon Go, opened in Seattle to widespread coverage — and long lines of local shoppers eager to try the line-free checkout experience. Is this traditional retail’s “Uber moment?”In other words, will Amazon Go directly change or disrupt traditional retail stores or is this merely the latest development in a long-term evolution of retail shopping? I asked a range of companies and retail experts to weigh in.The question I asked was, “How can or should traditional retailers respond to Amazon Go?”Some of these experts felt that Amazon Go would be disruptive, while others counseled retailers to focus on what they do best, only do it better with data and technology. The themes that emerged from the comments below are:Shoppers still like to interact with human associates in stores, but store employees need to be used more effectively and better trained.Retailers need to do a better job of leveraging their own data for insight…

IAB’s first publication on blockchain in advertising paints an optimistic picture

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) has released its first publication on the topic.The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.Blockchains are distributed ledgers where transactions are open to all participants and, once recorded to the chain, are virtually impossible to change. There is no central authority, because blockchain tech is built on various kinds of consensus. The advantage of this approach is trust between parties who don’t know each other, and possibly less fraud because transactions are known.[Read the full article on MarTech Today.]

via Marketing Land

Microsoft’s Cortana comes to iPad, ChromeOS devices to get Google Assistant

Last week, Microsoft released a version of Cortana for the iPad. Cortana is already available for the iPhone but has now been optimized for larger iPad screens. It also is reportedly “20 percent faster,” according to the release notes.Cortana can do essentially all the same things that Google Assistant and Siri can do, though it doesn’t have the same level of access to iOS and Android devices as those native assistants do. However, Cortana can be set as the default assistant on Android devices.Microsoft said last year that Cortana has more than 150 million users across its ecosystem, which includes Windows 10, Android, iOS and the Xbox. It also has an SDK strategy to extend the assistant to third-party hardware devices. Amazon’s and Google’s virtual assistants are also being built into third-party devices.Cortana is available on Windows PCs, and Siri is integrated with the new MacOS. Now, the Google Assistant will potentially be coming to all Chrome OS devices (i.e., Chromebooks) in t…

IAB publishes GDPR advice for advertisers who use OpenRTB

In preparation for the May 2018 deadline for the General Data Protection Regulation (GDPR), the Interactive Advertising Bureau (IAB) Tech Lab has announced the release of GDPR guidance for OpenRTB and a GDPR technical working group.The OpenRTB GDPR Advisory provides advice to programmatic advertisers on how to use the OpenRTB protocol to “share user consent information among publishers, buyers, and data companies in a real time bidding transaction,” according to an IAB press release issued this morning. The guidance will cover OpenRTB versions 2.1 to 2.5, as well as the upcoming OpenRTB 3.0.The GDPR Technical Working Group consists of Tech Lab member companies and will serve as a hub to share information about how US companies can comply with the European legislation.From the release: “The working group will draw on policy and regulatory analysis and guidance from IAB Europe and others in the global IAB network to develop and support technology and tools to facilitate legal compliance…

The 2018 guide to free SEO training courses online

Over the past decade SEO has been growing into its position as a critical marketing channel for businesses.You might be new to this environment, or you may have new team members that need to be trained up on search engine optimization.Before you go handing over your gold coins to a training consultant, we suggest you read this article where we have outlined some of the best (and importantly, free) SEO training courses and websites to take your knowledge to the next level in 2018.This is an update to a guide written by Chuck Price in 2016, with many of his suggestions still holding value so after you’ve finished with this article we would recommend jumping over there for some additional pointers and a look at some of the skill sets needed to become a skilled SEO.Google –Search Engine Optimization Starter GuideandGoogle Webmasters LearningIt’s a favored description by the doubters and the uninitiated: SEO is all tricks, underhand manipulation and most importantly, guess work. In actual …

RIP A/B Testing

Gather all ye family, friends, webmasters and digital marketing executives. We’ve come here to celebrate the life of the now outdated A/B Testing process, which has finally succumbed to the inefficiencies that have plagued its process.What was A/B?How many of us truly knew what A/B Testing was? Allow me to briefly introduce the concept: A/B Testing, also known as “buckets testing” or “split-run testing,” is a form of statistical hypothesis testing in which two elements are tested (i.e., Variable A vs. Variable B) to see which produces the most desired result toward a specific goal.From its humble roots in the world of statistics, A/B Testing sought out the big leagues and made a name for itself in the digital world of website optimization, especially in the industry of optimizing web design for user experience. Webmasters of the late 1990s and 2000s would stare blank-eyed into their computer screens, stumped on whether their website should use the blue button or the red button, the bi…