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Showing posts from February 3, 2020
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Dentsu Aegis’ 4Cite acquisition highlights ad industry’s move away from 3rd party data

Dentsu Aegis Network has bought 4Cite, a first-party identification and analytics platform. 4Cite will become part of the Dentsu Aegis-owned marketing performance company Merkle Inc. 4Cite’s identity resolution capabilities will also be used by M1, Dentsu Aegis’ people-based identity and data platform.“The 4Cite acquisition plays a critical role in the future-proofing of our platform in a world where the third party cookie is crumbling,” said Merkle Americas President Craig Dempster. 4Cite will retain its company name and its 50 employees will join Merkle’s staff.Why we careThe acquisition underscores the growing importance of first-party data solutions as advertisers search for new ways to consistently and effectively reach their target audiences. Merkle said it is “making a priority” of investing heavily in first-party data technology. Marketers are being forced to prioritize first-party data with the advent of privacy regulations such as GDPR and CCPA and moves by browsers operator…

Check out Red Hat’s customer journey marketing stack

As you know, we’re in the middle of awards season. Oscars. Grammys. Golden Globes. All fine trophies to be had. But my favorite kudos, of course, are The 2020 Stackies: Marketing Tech Stack Awards. Marketers send in a single 16×9 slide that illustrates the way they think of their marketing stack. We share them all with the community. And then we celebrate the winners of the five best (where “best” is a function of how they educate and inspire us).The contest is open for entries through March 20, and then we’ll announce the winners at the MarTech conference in April in San Jose. (Checking on a red carpet now.)But along the way, I’m eager to highlight great entries as they come in. Such as today’s, sent in by Mary Blanks, director of marketing capabilities in global marketing operations at Red Hat. (By the way, can I just say how much I love the framing of “marketing capabilities” in marketing operations?)You can click on the image at the top of this post to zoom in on a larger version …

Amazon’s booming ad business grew by 40% in 2019

Amazon had anticipated a good holiday season, and it got it. The company reported $87.4 billion in net sales for the fourth quarter of 2019, up 21% from the same period the prior year. On the advertising front, the company generated ad revenues of nearly $4.8 billion for the quarter, an increase of 41% year over year. That brings the company’s annual advertising revenues in 2019 to roughly $14.1 billion, up 39% from $10.1 billion in 2018.Amazon’s advertising business makes up the bulk of what it reports as “Other” net sales. “Advertising as a subset has been growing at about the same rate year-over-year in the fourth quarter than it did in the third quarter,” David Fildes, director of investor relations at Amazon, said on the earnings call last week.Tools for brand advertisers. In response to a question about brand advertising initiatives, Fildes said the company is putting a lot of focus on “brands as an advertising customer set” and noted Stores and Posts among the efforts aimed at …

How to uncover digital growth opportunities for SMBs in 2020

Now that you reviewed your SMBs’ 2019 performance, it’s time to refocus and think about goals for 2020. Have your goals changed? Are you now focusing more on efficiency, new customer acquisition, or building upper-funnel leads?Are you trading efficiency for awareness or vice versa? Are there new customer segments that you are pursuing? Do you have new products, services, or functionalities to introduce? The answers to these questions should form the foundation of your digital growth strategy and should define the tests you run to support that strategy.In this post, we’ll talk about the alignment of goals and tests to get you on the right path for 2020 growth.Goal/test alignmentIf your main goal is building brand awareness and your base of engaged users, testing new audiencesshould be a key focus, with a secondary step planned for retargeting these users in the future. Facebook/IG has great demographic intelligence to tap into, and LinkedIn allows B2Bs incredible targeting capabilities…