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Showing posts from May 21, 2018

Buy vs. Develop It Yourself: Considerations for Scaling Your Ad Network

The question of whether to buy a performance marketing platform or develop core capabilities in-house is central to every ad network. For network owners and CTOs, who are under constant pressure to deliver innovation and revenue, it’s a decision with direct impact on short- and long-term business growth.Download this e-book from Tune to discover:How successful ad networks navigate a range of costs, resourcing and risk management factors to make the decision to buy or DIY.An interactive experience to predict the cost of building an in-house platform.What data from 66 performance marketers with 1.3B monthly clicks shows about making the decision to buy.Visit Digital Marketing Depot to download “Buy vs. Develop It Yourself: Considerations for Scaling Your Ad Network.”The post Buy vs. Develop It Yourself: Considerations for Scaling Your Ad Network appeared first on Marketing Land.

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2018: The year of influencer marketing for B2B brands

Total brand spending on influencer marketing was $81 billion in 2016 and is projected to reach $101 billion by 2020, according to a 2017 study from the Association of National Advertisers and PQ Media.It’s not stated how much of that investment will come from consumer or B2B brands, but it’s clear that influencer marketing has become an integral piece of marketing programs today.For consumer companies, if you have a product or service with mass consumer appeal, there are thousands of influential consumers (called creators) that you can “hire” and activate through paid campaigns. Companies like OpenInfluence and Clever have access to thousands of influencers as a part of their opt-in influencer network. All you need is an idea or campaign and a sizeable budget. And the great thing is, you can start tracking your program instantly.How B2B is differentFor B2B brands, it’s not that easy. Technology and business influencers can’t take a video of your SaaS (software as a service) platform o…

Lightstreams seeks to solve a blockchain vulnerability: It’s too public

One of blockchain’s main selling points is that all of its transactions are public. Even in private blockchains, transactions can be public to all of the participants in that network.But that can also be a major drawback, since many kinds of transactions need to remain private because of the financial terms, the competitive strategy, the personal info or other reasons.An Estonia-based startup is now out with a possible solution. Lightstreams has launched a blockchain network with a new Permissioned Block protocol that employs smart contracts to grant, block or revoke access to content for specific users.“The blockchain is broken at the moment in terms of privacy,” said Lightstreams CEO/founder Michael Smolenski in a statement. “It’s simply too public.”[Read the full article on MarTech Today.]The post Lightstreams seeks to solve a blockchain vulnerability: It’s too public appeared first on Marketing Land.

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More details on Microsoft Audience Network: Workflows, ad formats & how to target with LinkedIn data

Examples of Microsoft Audience Ads Earlier this month, Microsoft announced the launch of the Microsoft Audience Network, accessed through the Bing Ads platform. We’ve now received more information about the beta, including some workflow screen shots that help give more color to the new Microsoft Audience Network.This is an evolution of the Bing Audience Network and Bing Native Ads which launched in beta in 2015 to extend the reach of US search campaigns to The new offering leverages artificial intelligence, new data sources for audience targeting, additional levels of control, expanded inventory and responsive ad formats.Microsoft Audience Network (MSAN) encompasses native ad inventory on, Microsoft Outlook and the Microsoft Edge browser, as well as syndication partner sites with what are now called Microsoft Audience Ads.The network uses artificial intelligence (AI) to optimize ad selection and relevancy, as well as pricing, click and conversion predictions. The Micro…

No need for Google: 12 alternative search engines in 2018

Working at Search Engine Watch isn’t all about studying, understanding, and reporting on Google. With more than 9% of web users searching on other engines, it’s important that we occasionally take the time to check out what they are using and what those platforms are up to.Read on for my hotlist of 12 alternatives to ‘The Big G’. As you’ll see, there’s been some changes in the alternative search world since my colleague Christopher Ratcliff wrote his comprehensive listicle back in early 2014. Since then, some have dropped off the map and others have been usurped in usefulness by Google’s increasingly rich functionality, and are not featured here.BingGlobally, Bing is still the second biggest search engine after Google and it also still powers the third biggest, Yahoo!.With its clean white background, blue links, and green URLs, it sure looks familiar although it also features a few things that sets it apart. For example its ‘Rewards’ scheme gives you points when you shop or search via…

Insights into a newsroom: learnings for content marketing

Journalists are renowned for sniffing out a good story; they instinctively know how to get to the crux of a matter, asking the right sort of questions to get to the truth, and can decipher complicated subject matters succinctly for everyone to understand.Pick up any newspaper or magazine and you’ll find it packed with a wide variety of content with something for everyone; from hard-hitting news investigations to human-interest features, opinion-based columns and picture stories.Print media may be on the decline, but there is a lot that content marketers can learn from this profession. While content that targets a Google algorithm is a good strategy to have, you should also create content that builds and engages with people.Back to the startMy career in journalism began in 1989, when I joined the Bucks Herald as an editorial assistant. One of the first lessons I was taught was how to write attention-grabbing content to grab attention from the very beginning.I had been shadowing a senio…