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Showing posts from October 23, 2018

Is Facebook the only platform using 2FA for ad targeting purposes?

Last month, Facebook confirmed that when a user enters a phone number to protect their account via two-factor authentication, the company uses those numbers for ad targeting purposes.Surprised that this was even a thing, Marketing Land reached out to other popular social media platforms to find out if this was a common practice. Turns out, it’s not.The Backstory. Last month, researchers at Northeastern University discovered Facebook was collecting phone numbers entered by users to protect their accounts via two-factor authentication (2FA) and using those numbers to target ads to them.Using Facebook’s Custom Audience tool, the researchers found they were able to run ad campaigns targeting numbers they had not directly given Facebook permission to use for ad targeting purposes. When asked about the less-than-transparent practice of using numbers entered for 2FA for ad targeting tactics last month, a Facebook spokesperson sent the following comment:“We’re clear with people that we use th…

Marketers can now use LinkedIn category data for targeting through Bing search

Advertisers are now able to leverage LinkedIn data for search campaigns on the Bing Ads platform. Microsoft made the announcement in a blog post on Tuesday.Why you should careTwo years ago, Microsoft bought LinkedIn, and Bing advertisers have been eager for access to its audience data. Earlier this year, the company launched Microsoft Audience Network ads with access to some LinkedIn targeting data. Now it will be available to all Bing Ads advertisers.The company says that advertisers using data from LinkedIn categories of company, job function and industry will be more efficient and more precise in their targeting.From the blog post: “We are making this easy for our clients to get started right away through the Bing Ads platform using familiar campaign creation and management tools. To start we’re offering bid-only targeting, with exclusions coming soon. It works across text ads, shopping, and basically all Bing search products (available in the U.S. only).”More about the newsIt’s a…

6 of the best social listening tools for 2019

In your personal life, reading people’s minds is a questionable superpower; but the business benefits of being able to listen in on people’s thoughts are infinite. And while social media monitoring isn’t exactly about reading people’s minds, it’s as close to it as it gets.Social listening gives you access to what people are saying about your brand, industry, or competitors across social media and the web – often without them being aware of you listening. If you know how to word your queries and filter the results, you’ll end up with the most authentic, unbiased insights you can get as a business.In this post, we’ll take a look at some of the best social media and web monitoring tools to help you gain and act on those insights in the coming year. Let’s roll.1. AwarioAffordable social listening and analytics with Enterprise-level capabilities.Awario is a relatively new tool that (finally!) makes social media and web monitoring affordable for businesses of any size: with plans starting a…

Transformation of Search Summit roundup

This past Friday we held our inaugural Transformation of Search Summit here in NY. Let’s just say, we’re already looking to book our venue for next year! On a scale of one to success, it was smashing.Firstly, thank you (yet again) to all who came out to sponsor, speak at, and attend the event — couldn’t have done it without you.As frequenters of many events ourselves, we did our best to ensure this one was full of high quality, fluff-free content. None of those talks where you get the end and think, “okay, but take out the buzzwords, and what did they say?” We asked for the moon, and our wonderful speakers delivered.Some particularly rich (dare we say featured) snippets from the day:Where search is headingSiddharth Taparia, SVP and Head of Marketing Transformation, SAP, kicked off our morning speaking on the future of where search is heading. Social is the new storefront. The top 500 retailers earned 6.5 billion from social shopping in 2017, up 24%.With the rise of voice search, posit…

Oracle launches a ‘CDP-plus’ for its clouds

Marketers using Oracle will now be able to get a more unified view of their customers, with the launch of what an Oracle executive calls “the next generation of customer data platforms.”Oracle Marketing Cloud VP Shashi Seth described the new CX Unity this way and as a “CDP-plus,” because it offers a unified data profile for B2B and B2C across Oracle’s Experience Cloud — including Commerce, Loyalty, Service, Marketing, and Sales — and also provides intelligence to guide actions based on that data.Why Oracle calls it CDP-plus. For instance, he told me, CX Unity can help marketers better understand their most loyal customers, how they’ve engaged across brand touchpoints, what kind of offers might interest them and, on the B2B side, which individuals can renew a contract. Previously, that kind of data was stored in multiple locations at Oracle.In this way, he claimed, CX Unity is more advanced than most CDPs, some of which are focused primarily on centralized data storage. Previously, eac…

Fullscreen offers marketers another YouTube brand safety tool

Although YouTube has implemented its own measures to prevent brands’ ads from appearing on or near objectionable content, marketers’ battle for brand safety on that popular video platform is a long ways from being over.Now there is another tool in that struggle. Los Angeles-based social entertainment company Fullscreen is undertaking a new direction with the launch of its own brand safety tool for YouTube videos.How the tool came about. The company’s regular job is matching brands with influencers, providing production crews to the influencers if needed, and then placing ads developed from the resulting collaboration as pre-rolls on YouTube. Additionally, it operates as a media buying agency to place others’ ads on that social platform and others.The need to create a new brand safety tool for YouTube, senior director of media operations Mark Williams said in an interview, begin in March of last year following the “Adpocalypse,” which saw the abrupt exits of major brands from YouTube o…

When it comes to campaign design and measurement, many sizes fit all

Crafting the right digital strategy to hit your ultimate marketing goal is a balancing act. You need to vet platforms, allocate budget and determine appropriate campaign KPIs.This last point is seemingly the easiest element of a campaign to settle upon. However, focusing on the wrong KPI or not understanding how various KPIs interact with each other may negatively impact campaign success.In today’s advertising marketplace, where the tech-stack can provide innumerable campaign measures, digital marketers need to put extra care into fine-tuning their campaign KPIs to help ensure that the scale they need is not limited by the measures they put in place.The ideal versus the realityWouldn’t it be perfect if every campaign could be tuned so it delivers 100 percent viewability, zero percent invalid traffic (IVT), 100 percent in-demo targeting -– and deliver in-full while hitting click-through rate (CTR), cost per acquisition (CPA), or video completion rate (VCR) goals?Marketers, like everyon…

Marketing Day: Account based marketing tools, Gartner ad tech report, 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:Account-based marketing tools: What you need to know
Oct 22, 2018 by Digital Marketing Depot
An account-based marketing (ABM) strategy recognizes that B2B purchase decisions are often made by a group of individuals within the company. ABM tools automate many of the data and workflow processes that enable this approach. This 60-page report from MarTech Today brings together everything you need to know about account-based marketing tools and implementing this software.Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants
Oct 19, 2018 by Barry Levine
The report focuses on what it calls “foundational technology,” even as the ground keeps shifting.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Oracle launches a ‘CDP-plus’ for its clouds
Oct 22, 2018 by Barry Levine
Called CX Unity, it…

Account-based marketing tools: What you need to know

An account-based marketing (ABM) strategy recognizes that B2B purchase decisions are often made by a group of individuals within the company. ABM tools automate many of the data and workflow processes that enable this approach.This 60-page report from MarTech Today brings together everything you need to know about account-based marketing tools and implementing this software into your business. Topics covered include:Critical elements for ABM success.Who the leading players are in ABM.What you should look for in an ABM solution.What trends are driving the adoption of ABM software.Also included in the report are profiles of 22 account-based management vendors, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy.The post Account-based marketing tools: What you need to know appeared first on Marketing Land.

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