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Showing posts from January 22, 2020
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DoubleVerify launches CTV certification program to help curb ad fraud

The ad authentification and measurement platform DoubleVerify has launched a certification program for the connected TV (CTV) programmatic ad industry, aiming to reduce ad fraud and invalid traffic (IVT) across the CTV space.To receive DoubleVerify’s CTV Targeting Certification, ad tech platforms must be able to demonstrate their ability to prevent fraud and IVT using DoubleVerify’s pre-bid app and device fraud protection for CTV inventory.Why we careConnected TV — or over-the-top (OTT) TV — ad revenues are expected to grow 31% this year, reaching $5 billion. Last July, the nonprofit consortium AdLedger released a report claiming as much as 18% of ad requests for CTV inventory was fraudulent — that’s a sizeable chunk for an ad industry forecasted to reach $5 billion. DoubleVerify’s own research revealed a 120% year-on-year increase in fraudulent CTV and mobile apps. The company reports it identifies approximately 100,000 new CTV devices as fraudulent per day.DoubleVerify’s certificati…

Webinar: Emerging Elements for Email Marketing in 2020

Email marketing isn’t dead — it’s evolving. New advances to email technologies are driving changes to how consumers read and engage with email, and email marketers are reimagining the ways we can create emails and leverage the inbox.Join me, Jen Cannon, with our special guest speaker April Mullen, director of strategic insights at SparkPost and co-founder of the nonprofit organization, Women of Email. We’ll discuss emerging elements from the 2019 Periodic Table of Email and Deliverability and examine how email marketers and brands are implementing new technologies — while sticking to strict privacy regulations.We’ll also take a look at how AMP for Email and Voice are creating new experiences for consumers that will change how we think about email and how machine learning is creating efficiencies we didn’t even know we needed.You don’t want to miss this webinar. Register for “Emerging Elements for Email Marketers in 2020 from the Periodic Table of Email and Deliverability” today.Key ta…

Pro Tip: Manage writers the way they want to be managed – with structure

It doesn’t matter if it’s a blog post, a news article, or even a novel: Writing takes time. And even if you have the most capable of writers fueling your content marketing strategy, the exact same is true for managing writing. If you’re finding too much of your time is going towards revision after revision, taking a step back to better structure the way you manage your writers might be your best tactic for taking back your schedule. Here’s how.1. Standardize structureCreatives thrive with structure. Identify each step of your content development, review and approval process and establish processes to turn a blank page into a conceptual playground everybody can share:Develop a standard creative brief template so each assignment comes with the same set of parametersWhen subject matter experts are needed, create an umbrella interview document for consistencyFormalize a copy deck to capture all relevant information for a piece of content, including SEO keywords, images, social copy, discl…

6 outstanding search marketing workshops. Which will you choose?

Do you have a search marketing specialty? Maybe it’s selling products on third-party platforms like Amazon or Facebook… perhaps it’s paid search… maybe the nitty-gritty of multi-location or technical SEO.Attend a full-day workshop at SMX and master a specific aspect of search marketing. Each is hosted by recognized industry experts and packed with channel-specific strategies and tactics you’ll implement immediately.Join us in San Jose Friday, February 21 from 9:00am – 5:00pm for:Digital Commerce MarketingAmazon Advertising for Performance Marketers, with Elizabeth Marsten, Senior Director, Strategic Marketplace Services, Tinuiti, and Nancy-lee McLaughlin, Director, Marketplace Search, TinuitiPaid Social Commerce: Turning Buzz Into Biz, with Michelle Stinson Ross, Content & Outreach Goddess, AuthorityLabsSEOAdvanced Local & Multi-Location SEO Strategies, with Christine Churchill, President, KeyRelevance, and Chris Silver Smith, Founder & CEO, Argent MediaAdvanced SEO Traini…

New study: Majority of consumers are unaware of how search engines work

As brands and their marketing departments deploy strategies to capitalize on record ecommerce spending — which soared to $586.92 billion in 2019 — new research from leading provider of brand protection solutions, BrandVerity, has brought to light important findings and hidden risks pertaining to the journeys consumers are taking online.In order to give brands a better understanding of the search experiences their customers are having and how they are impacting brand perception and customer experience, BrandVerity commissioned the “BrandVerity’s Online Consumer Search Trends 2020” research study in Q4 of 2019 to over 1,000 US consumers, balanced against the US population for age, gender, region, and income.Amongst the many findings, three main themes stood out:Consumers confused by how search engine results workOnly 37% of consumers understand that search engine results are categorized by a combination of relevance and advertising spend.The other 63% of consumers believe that Search En…

Infutor’s CCPA opt-out ‘portal’ is the right approach for an industry that doesn’t want one

Identity management company Infutor has launched a data opt-out portal to comply with the California Consumer Privacy Act (CCPA). It’s an approach that represents something of a model for the industry (albeit an imperfect one) and one the industry is unlikely to embrace (though it should).Other data aggregators, such as Neustar and Acxiom, also offer opt-out portals. But the challenge with Infutor and these other sites is that consumers don’t know them and so don’t know to seek them out. If they do wind up on these sites, users must actively seek out the “Do Not Sell” (DNS) links. Many publishers have buried these links, so they’re far from “clear and conspicuous” as the statute requires.Provided users locate the DNS links, there are a wide array of experiences to be found below the click. Refreshingly, the Infutor site provides a relatively straightforward form and no baffling legalese or fine print — unlike many other sites. Users must scroll to find the “Do Not Sell” linkTwo-step o…

When a natural disaster hits, know when to talk business (and when not to)

The Australian bushfires have become a global conversation, with celebrities and brands voicing their concern everywhere from social media to the Golden Globes. The sheer scale of this disaster and the climate change-driven dryness of this season, along with parallels to other natural disasters such as California’s string of wildfires, make it likely that we will continue to talk about this issue well into the coming months.With such a huge impact, it’s natural that many businesses would see this as a time to share their expertise and knowledge – about what’s happening, what it means for business, and what to expect in the future. But there is a right way and a wrong way to offer expertise during a disaster. You should think carefully before wading into these conversations. If done incorrectly, you can come off as callous and insensitive, or even worse, manipulative.To participate in natural disaster conversations in a manner that is helpful and supportive, there are a few things to k…