Is Whitelisting a Win-Win for Brands and Influencers?

Social media is a primary gateway between a brand and its audience.  Many times the point of contact between a brand and its consumers is created by third parties -- publishers, paid media and increasingly influencers. Consider that 96% of people that discuss a brand online do not follow that brand’s owned social media profiles, according to a study from Brandwatch. Meanwhile, nearly 40% of Twitter users report making a purchase as a direct result of a tweet by an influencer on the site. The disconnect is clear. Owned…

It’s 2017 and you still don’t know where your ads are running

Poor-quality digital ads aren’t going away, and ad fraud is making the problem even worse. In fact, digital ad fraud was estimated to cost marketers $12.4 billion globally in 2016, according to Adloox. That’s about the cost of twenty-nine A380 jets, eight Golden Gate Bridges, or the value of Hasbro. And the problem is only expected to get worse, with estimates predicting it will top $16 billion this year. To solve this problem, marketers must demand more from their partners. In 2015, 23 percent of advertisers were okay with…

Interview with Matthew Myers, Founder and CEO at Tidal Labs

"Influencer marketing is also similar to the slow-then-sudden growth of e-commerce."On Marketing Technology MTS: Tell us a little bit about your role at Tidal and how you got here. (What inspired you to start an influencer marketing company) We look like an influencer marketing company, but in reality we see ourselves as a platform to help individuals get more opportunities and share their voices more widely. This may manifest as a way for brands to compensate influencers in exchange for posting. It could also take…

“Our Machine Learning Algorithms Actually Learn How To Identify Suspicious Traffic And Avoid Buying It.”

"For performance marketing, AI helps to spend less money in order to achieve goals"On Marketing Technology MTS: Tell us a bit about your role at Getintent and how you got here. (What inspired you to co-found Getintent)? I founded Getintent in Moscow, Russia, in 2013, with my partner Vlad. We used to study together and both had a background in math. After finishing university, attracted by accountability and predictability, I picked digital marketing as my career path and Vlad picked IT, which was more the standard for…

“User retention is the new user acquisition and in-app marketing plays a key role in driving retention”

"Marketers are often not given enough control over the company’s mobile app."On Marketing Technology MTS: Tell us a little bit about your role at Insert and how you got here? I’ve run Insert’s marketing team since we were in stealth mode. Before Insert, I led the marketing and sales operations for Clicktale, a web analytics company. I was also the co-leader of the Tel Aviv Marketo User Group. With my background in marketing automation and optimization, it’s a thrill to work for Insert, where we truly disrupt the mobile…

Interview with Jason Hemingway, Chief Marketing Officer at Thunderhead

"Audiences for both B2C and B2B brands are bored of being marketed at."On Marketing Technology MTS: Tell us a little bit about your role at Thunderhead and how you got here. I lead the marketing team at Thunderhead. I oversee the many disciplines of marketing, and love the freedom and autonomy of working in the fast-paced Brit tech environment – no two days are the same. Marketing evolves rapidly as an industry and technology has a large role to play in the changing landscape. If we trace it back, I studied…

“AI or ABM may point to new leads, but it’s on us marketers to deliver a meaningful experience”

"AI or ABM may point to new leads, but it’s on us marketers to deliver a meaningful experience that builds a connection"On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I was recruited to Return Path in January 2016 to be the head of brand and digital marketing. At the time, Return Path was looking to rebrand itself and rethink the overall digital experience. I enjoy big challenges, so Return Path presented a great opportunity for me. The rebranding and relaunch of Return…

“Social media is a database that can help marketers understand their target audience”

"Social media networks are databases of user-generated content that can help marketers understand their target audience."On Marketing Technology MTS: Tell us a little bit about your role at Socedo and how you got here. I am the co-founder and CEO of Socedo. At Socedo, our mission is to help B2B marketers better engage and communicate with their audiences by leveraging intent data from the social web. I’ve been in the social media marketing space for 10 years. My journey as an entrepreneur started out when I was a…

“I see an AI-centric world full of opportunities, more than challenges”

"Startups must identify their highest priority when it comes to marketing their products and services, and craft their strategy and marketing platform integration accordingly."On Marketing Technology MTS: What inspired you to co-found Mintigo and how did you get here? Wanamaker said that half the money he spends on advertising is wasted and the trouble is that he doesn’t know which half. As someone with a science background, it always amazed me and I thought that I can use my skills in order to solve that. That’s what…

Interview with James McDermott, CEO and Co-Founder at Lytics

"Today’s best tech companies have realized that customers want you to lead the way with innovation."On Marketing Technology MTS: Tell us a bit about your role at Lytics and how you got here (what inspired you to co-found a martech company). Lytics helps brands orchestrate meaningful, one-to-one interactions with people. Our vision is to make customer data the central nervous system for the world’s most successful companies. Companies such as Atlassian use our customer data platform (CDP) to communicate with each…

Interview with Dror Ginzberg, Co-Founder & CEO at Wochit

"AI has the potential to take the routine and mundane off of our plates but there is such a thing as overdoing it."On Marketing Technology MTS: Tell us a little bit about your role at Wochit and how you got here. (what inspired you to co-found a video creation platform company) I’m co-founder and CEO of Wochit, a platform used by media companies and other larger content creators around the world to produce social video quickly and at scale. It’s my second company. The first was PicApp, which we sold to YBrant…

Interview with Nicole Amsler, VP, Marketing at Cloudinary

"A DAM solution should be the foundation for orchestrating unique customer experiences across various channels"On Marketing Technology MTS: Tell us a bit about your role at Cloudinary and how you got there? I have more than two decades of experience shaping and implementing corporate marketing strategies. I built marketing engines and teams from the ground up at my previous positions as VP of demand marketing before Cloudinary, — including 5 startups, 2 of which went IPO and the third had a successful acquisition. I…

The Fearless Girl Campaign: She’s Fearless, but Is She Priceless?

Since the unveiling of Kristen Visbal’s bronze statue on International Women’s Day, 'Fearless Girl' achieved viral status for all the ‘right’ reasons. In April, it was reported that her virality has a price – to the tune of USD 7.4 million in free publicity to be exact. According to Bloomberg, she earned Boston-based State Street almost 70 percent of financial services media the next day, overshadowing giant Goldman Sachs Group Inc. What does all this hype really mean? How does one measure the value of “free” publicity?…

Interview with Tony Chen, CEO at Channel Factory

"Clients now want to see immediate campaign results, and a means to attribute their investment to their company’s ROI." On Marketing Technology MTS: Tell us a little bit about your role and how you got here. (what inspired you to start a martech company) I had quite a unique journey getting to my current role. I started in the SaaS and email industry and I quickly noticed an opportunity in the lack of an ESP with great deliverability and great customer service. It was with those two metrics in mind I began Maropost. My…

Interview with Mike Colombo, Chief Marketing Officer at Cloudwords

"The speed and accuracy of machine learning applications will impact any process that deals with large volumes of data."On Marketing Technology MTS: Tell us a little bit about your role at Cloudwords and how you got here. I’m the Chief Marketing Officer at Cloudwords, a software provider based in San Francisco that helps global brands accelerate the process of localizing content so they can better engage with customers in their native language. I have more than 25 years of global marketing experience traveling the…

Is All That Big Data Making Your Head Spin?

Building a User-Friendly Marketing Data Ecosystem Welcome to the Jungle! Welcome to today’s Marketing Data Ecosystem.  It’s a myriad of data sources and tools that are supposed to help you to make more informed, “data driven” decisions; taking the guess work out of everything from media buying to sales and revenue attribution.   That said, in reality, it can seem like a daunting array of ever-proliferating information, technologies, and vendors that makes you wonder: Will it really make my job easier? The buzzwords alone…

Interview with Peter Isaacson, Chief Marketing Officer at Demandbase

"The combination of ABM and AI will give marketers the ability to deliver the one thing all marketers crave: a personalized, one-to-one customer experience—at scale."On Marketing Technology MTS: Tell us a little bit about your role at Demandbase and how you got here. I started at Demandbase as Chief Marketing Officer (CMO) in 2014, prior to which I served as CMO at Castlight Health, where I helped scale the company and build the marketing team in advance of an IPO. I’ve also held leadership positions at Microstrategy…

Interview with Pini Yakuel, Founder & CEO at Optimove

"A lot of marketing automation companies claim to have AI abilities, but very few use real machine intelligence that can significantly change the marketing game."On Marketing Cloud Technology MTS: Tell us a little bit about your role at Optimove and how you got here. What inspired you to start a marketing cloud company? I am the founder and CEO of Optimove, a successful software company built on big data technologies. Back in 2009, when I initially started the company with my partner – who had just earned his Ph.D. in…

Interview with Ariel Napchi, CEO & Founder of HIRO-Media Ltd.

"The market should unite and fight all kinds of fraud, bots, adware"On Marketing Technology MTS: Tell us a bit about your role at HIRO Media and how you got here (what inspired you to start a programmatic video company). 10 years ago, I founded HIRO and have been the company’s CEO since inception. HIRO is an online video SSP. We work with content owners, publishers, agencies, and advertisers in using programmatic to improve their performance in online video advertising. The idea for HIRO came from a successful exit…

Interview with Venkat Viswanathan, Chairman at LatentView

"I completely believe in team work and a people-driven culture. As a company, we have an extremely collaborative framework and this is the reason we are able to attract, grow and retain talent."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. (What inspired you to start a martech company?) For the last 10 years, business analytics and its evolving applications across a variety of industries to create business impact has been my key focus area. It’s also the core of what we do…