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Showing posts from January 23, 2020
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Tapad partners with AcuityAds to deliver improved ad targeting capabilities across devices, CTV

Tapad — the company behind the cross-device identity resolution platform Tapad Graph — has partnered with the ad tech provider AcuityAds. The partnership joins together Tapad Graph’s identity resolution capabilities with AcuityAds’ cross-device data set, giving advertisers improved targeting capabilities with unduplicated reach across devices and CTV.“The partnership will enhance AcuityAds’ existing cross-device solution, especially with respect to its cross-channel Connected TV offering,” according to the announcement.Why we careGiving marketers the ability to include CTV data within their identity resolution efforts is a major benefit for advertisers moving more of their video campaigns to the CTV space — a growing trend across the digital ad space. (Last year, the intelligence agency Magna forecasted CTV ad spend would reach $5 billion by 2020, growing 31% year-over-year.)“Our integration with AcuityAds’ DSP should not only help marketers within North America optimize current cross…

New Instagram Stories tool lets you quickly feature Story mentions from other users

Instagram Stories has a new tool in ‘Create’ mode, enabling users to view, stylize, and quickly feature @mentions from other accounts. Here’s how it looks: Initially spotted by social commentator Matt Navarra, the new option features an @ symbol that only appears if your account has current mentions in other users’ public Stories. The feature will show you the total count of Story mentions available to add to your Stories.Why we careFor business accounts that promote user-generated content (UGC) in the form of Story content (think: public shout outs, product testimonials), the new Mentions tool brings those efforts to one dedicated place in Create mode.Before, the only way to re-post Story content from a mention was through direct message, where an account gets notified any time it’s mentioned in a public user’s Story. Now, social managers can easily sort through all mentions to more efficiently determine which content to post. For marketers who haven’t fully leaned into Story content,…

There’s been a nearly 70% decline in always-on location data, since iOS 13 rollout

Perhaps more than GDPR or CCPA, Apple’s iOS 13 privacy controls and location alerts may impact the availability of user location data — just as it’s becoming a critical tool for marketers. According to research from location verification company Location Sciences, since the adoption of iOS 13 the company has seen “a 68% decrease in background location data.”Decline in background location data. Background location is “always-on” location collected at the device level as the user proceeds through the day and moves from place to place. Foreground location is captured only when a user has an app open.Background location is generally more accurate for a range of marketing purposes than isolated data points collected while an individual is using an app. That’s because always-on location regularly taps into a GPS signal to provide a moment-by-moment view of user movements vs. only a few hits throughout the day or week (or less frequently).  iOS 13 location alerts and privacy controlsSource: …

How to find any journalist’s email for content marketing outreach

Digital PR is contingent on one thing—contacting the right people. When you’ve determined who the right journalists, editors, and influencers in your niche are, all you need is a way to reach them. Some journalists’ contact information is harder to reach than others. In this article, I’m going to share some of my best hacks for one of the most time-consuming aspects of digital outreach: finding email addresses.We’ve all been there—after spending a lot of time and effort determining the perfect person to contact—you go to their homepage or author archive and realize their email isn’t listed. What do you do? While you could give up and use a generic contact form—or worse, just look for another person to contact, there are some tricks you need to try before throwing in the towel. Whether you’re reaching out to a blogger, a journalist at a top-tier publisher, or even a decision-maker at your dream client, here are five of my teams’ best hacks for making sure you’re able to reach the best …

Marketers respond to Google Chrome cookie decision with mixture of hope and fear

Last week Google announced it would end support for third-party cookies in Chrome by 2022 or sooner. Google said it would use its “Privacy Sandbox” as an arena to develop alternatives for ad targeting and conversion tracking.Google is explicitly trying to balance ad personalization and consumer privacy. The company said in its blog post, that this requires “new approaches to ensure that ads continue to be relevant for users,” while minimizing “data shared with websites and advertisers.”Two days later, the 4As and the ANA issued a statement expressing “deep disappointment” about Google’s move, saying that “It would threaten to substantially disrupt much of the infrastructure of today’s Internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive.”We reached out to a number of digital marketers from different disciplines to ask them what they thought of Google’s decision. Their responses…

The Amazon ad juggernaut: What’s your experience been?

Last year, we surveyed our readers to find out where marketers were prioritizing spend on Amazon’s growing list of offerings, as compared to spend on Google Shopping and other platforms geared toward retailers.We found that 80% of those advertising on platforms that support digital commerce campaigns planned to increase spending on Amazon in 2019. And nearly half said they planned to increase it by more than 25%. Has that actually occurred? Have results met with expectations? We’re eager to find out how perceptions and use of the platform have changed in the past year. That’s why we’re asking commerce advertisers to fill out a brief survey on the topic.We hope you’ll take a few minutes to share your experience with us and, in return, you’ll get a chance to win an All-Access pass (worth more than $2000) to one of our SMX events in the U.S. happening in the next two years.Don’t delay, as we’ll be closing the survey at the end of the week and we’ll share results in our digital commerce m…