Skip to main content


Showing posts from July 6, 2018

Despite marketers’ optimism about new privacy laws, massive data breaches continue to rock consumers’ trust

With the enactment of new data privacy laws comes the expectation that consumer privacy will be better maintained. But will the new rules help stem the seemingly endless reports of data breaches? I talked to some marketers who are hoping they will.Europe’s General Data Protection Regulation (GDPR), which governs the handling of European Union (EU) members’ data went into effect in May. California mirrored many of the GDPR’s tenets when it passed its landmark data privacy bill last month, and it’s expected that other states will follow suit.Both laws call for businesses to shore up their processes and procedures to ensure that breaches are less likely to happen — and impose huge fines when they do.[Read the full article on MarTech Today.]The post Despite marketers’ optimism about new privacy laws, massive data breaches continue to rock consumers’ trust appeared first on Marketing Land.

via Marketing Land

A guide to redesigning a website without affecting SEO

One of the biggest misconceptions amongst website owners is that SEO only needs to be done once. Unfortunately, this isn’t the case. Numerous fractions are altered during redesign including code and pages. If they are not properly handled, it can negatively impact the website’s SEO and affect the long-term growth of the site. If done correctly, however, redesigning a website can also increase your SEO strength.In today’s article, we will go through a detailed guide on how to redesign your website without affecting SEO.Step 1: list of all pages from the old websiteThe first step is to download the URL structure of your website. Redesigning means a lot of changes which will also affect the URL re-structure. It is important therefore to back it up otherwise you run the risk of impacting your website ranking.You can use plugins to get the URL structure. If you are using Yoast SEO plugin, you can crawl the website and then download the updated sitemap.Step 2: the redesign needs to be done …

Acxiom sells Marketing Solutions division to Interpublic, readies LiveRamp

Data provider Acxiom announced Monday it is selling off its Marketing Solutions (AMS) division to the Interpublic Group (IPG), a global marketing agency holding company, for $2.3 billion.The move follows rumors that IPG was considering putting itself up for sale. It also follows a strategic review by Acxiom about the possibility of selling AMS and its LiveRamp division, an identity resolution service that specializes in matching offline and online data to create person-based profiles for targeting through its IdentityLink service.In May, a report in AdExchanger indicated that Acxiom intended to sell AMS before selling LiveRamp and wasn’t considering bids for the entire company, because of the opportunity for a larger total price tag by splitting the company.[Read the full article on MarTech Today.]The post Acxiom sells Marketing Solutions division to Interpublic, readies LiveRamp appeared first on Marketing Land.

via Marketing Land

Facebook’s automated systems to monitor political advertisers are blocking the wrong ads

Since the advent of the ad and data-related scandals plaguing Facebook — including the Cambridge Analytica scandal and the emergence of evidence that Russia used the app to interfere in 2016 elections — the company has made sizable efforts to curb malicious content and misinformation this year.As part of its work in this area, the company rolled out new political ad policies in May, mandating that all political advertisers must be verified on the platform and all political ads must list the person or organization that purchased the ad.To stop nefarious characters from placing politically charged ads on the platform, Facebook uses artificial intelligence systems to help identify political and issue-based ads placed by individuals and organizations that have not been verified or fail to included “paid for” information. The systems put in place are designed to make the platform more transparent and keep content safe, but some ads are getting caught in the crosshairs and are being taken d…

Marketing Day: Facebook deadlines, SMX Advanced recap, programmatic accounts & 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:Should marketers own programmatic accounts as they do with SEM & Social?
Jul 5, 2018 by Kevin Lee
Contributor Kevin Lee discusses the pros and cons of large brands bringing some elements of programmatic media in-house.Close the Online/Offline Data Gap with AI-driven Call Intelligence
Jul 5, 2018 by Digital Marketing Depot
Consumers don’t think of their brand experiences as “online” or “offline.” They expect one consistent path to purchase, no matter how they interact with you. With mobile search and voice interactions on the rise, it’s more important than ever to make phone calls a critical part of your data-driven marketing strategy.SMX Advanced recap: Audience targeting in a privacy-centric world
Jul 4, 2018 by Keri Morgret
Contributor Keri Morgret recaps a session covering new developments in audience targeting and how tracking changes w…

Should marketers own programmatic accounts as they do with SEM & Social?

Large marketers spending millions in annual programmatic and digital media spend have a number of good reasons for taking some elements of programmatic media in-house.We’ll talk about the specific pros and cons of doing this later in this article, but for now, it’s important to acknowledge that there’s historical precedent for taking a hybrid approach to the agency/platform puzzle, in which the client owns the billing relationship and has login access to the paid media accounts.How it startedThe practicality of the hybrid approach evolved with paid search, where it wasn’t uncommon for large marketers — even those with agency relationships — to own their own Google AdWords and Bing accounts. The agencies (search, digital or other), along with any bid management platforms used, were granted access to client accounts using the Google AdWords manager account or similar API access after permission was granted by the client.Media management, strategy and execution fees were negotiated indep…