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Client-Side Auction vs Server-Side Auction: Which Is More Suited for Video Advertising?

Looking ahead to the future of programmatic advertising, server-side auctions hold the potential to disrupt how programmatic Video Advertising is traded today. In this article, we take a detailed look into both client-side and server-side auction mechanisms and observe how server-side auction offers more value to programmatic buyers when it comes to Video Advertising. Client-Side Auction In a Client-side header bidding entire auction is conducted on the user’s browser, thus it is also known as browser-side header bidding.…

A Guide to Generation Z for Marketers

This article is co-authored by Mollie Kehoe. Sometime in early 2019, it became clear that Generation Z was the next burgeoning focus for marketers. Despite its $200 billion in spending power Gen Z is a tough target for marketers, who are confused by this new generation. In truth, Gen Z is distinct from its forerunners. Most conspicuously is their immersion in digital from their earliest days. They are the first true digital natives. With that in mind, here is a guide for marketers who are addled by Gen Z, a moving…

Youtube Reveals the Top Six Second Ads From the Past Year

YouTube has released its Bumper Ads Leaderboard, which showcases the top 10 six-second adverts that people loved this year. It’s the battle of the FMCG brands, with Doritos, Papa John’s and Cadbury all making a play for first place. The top spot is taken by Mars-owned confectionary brand, Maltesers, promoting its Maltesers Buttons product, which shows two people using the buttons as substitutes for a game of Tiddlywinks. Chocolate overall has made for great snackable ads, with Maltesers and Cadbury adverts performing…

TechBytes with Zephrin Lasker, VP of E-Commerce at Rakuten Viber

Tell us more about your role at Viber and Viber’s e-commerce platform. Viber is the third-largest messaging app in the world with 1 billion registered users. Viber provides a secure platform for private conversations—we’re end-to-end encrypted by default, meaning that we can’t and don’t read or monitor private conversations or listen to private calls happening between users. On the e-commerce side, we work with brands to advertise directly to consumers who consent to engagement. We don’t give brands access to our users’…

VMware’s Twin-Acquisition Deal Bolsters Big Data-Based Cloud Computing and Security

Leading Cloud and Mobility provider VMware has scooped two mega-acquisition deals for a combined total of $4 billion (approx.). With these acquisitions, VMware has further expanded its horizon into Cloud-native IT networking and security solutions powered by Big Data and emerging Cloud Computing technologies. While Pivotal Software would help VMware deliver the most comprehensive enterprise-grade Kubernetes-based portfolio for modern applications, Carbon Black's expertise in cybersecurity would help secure VMware's…

Where Marketing Meets Sales – Building an Engaging Digital Footprint at Scale

Today’s buyer is becoming increasingly elusive and difficult to reach on a personal level. Social media has opened a powerful new communication channel where Salespeople can engage prospects directly. A Salesperson’s social presence is a unique digital brand that buyers engage with like a corporate brand. Marketing now has the mandate to help build the personal brands of every Salesperson and deliver meaningful content for Sales to use. This content is the lifeblood of any successful social selling program and must reflect…

4 Tips for Scaling Your Event Programs in the GDPR Era

It’s no secret that events drive revenue (in a Harvard Business Review study of 739 executives, 52% of brands say events drive more ROI than any other Marketing channel). And now that brands can prove it, the fastest-growing companies are doubling down on this beloved Marketing channel and looking to scale and grow their event programs. But here’s the thing: there’s hosting more events, and then there’s streamlining and establishing your processes and systems to ensure you’re compliant with all data processes. If you want…

TechBytes with Chris Bower, VP of Brand Partnerships at Fullscreen

Tell us about your role and the team/technology you handle at Fullscreen. As the VP of Brand Partnerships within the Fullscreen Brand Studio, I lead a team of branded content experts. We collaborate very closely with our integrated marketing, activations, and talent teams to deliver strategic, fully-immersive, and creative content programs for our clients such as Best Buy, MARS, P&G, HP, Mattel, and AT&T. In developing our programs, our teams utilize a suite of technology tools that enable us to: Discover…

MarTech Interview with David Kilimnik, CEO at Hero Digital

"AI and Machine Learning will be indefensible for algorithmic decision making, but these technologies will never craft a business strategy or replace creativity." Tell us about your role and journey into Technology. What inspired you to start at Hero Digital? I have been working in Silicon Valley for 20 years and got my start on the software side of the business. In the late 90s, Silicon Valley was a great playground for learning, since there was a massive rush of young, energetic people with no experience in the space. My…

IBM Demonstrates Commitment to Open Hardware Movement

Contributes Open Source Designs to Move Data More Quickly, Accelerating AI and Hybrid Cloud Workloads IBM announced at The Linux Foundation Open Source Summit that it will be contributing implementation rights to key technologies to the open community, further building upon IBM's long legacy of open source development. IBM is opening the POWER Instruction Set Architecture (ISA), which is critical to how hardware and software work together on POWER. With the ISA and other technologies being contributed to the open community,…

Fadi Pharaon Appointed AVP and Head of Market Area Middle East & Africa at Ericsson

Fadi Pharaon is appointed Senior Vice President, and Head of Market Area Middle East & Africa, effective 01 September 2019 Effective September 1, 2019, Fadi Pharaon is appointed Senior Vice President and Head of Market Area Middle East & Africa at Ericsson, and member of Ericsson's Executive Team, reporting to the CEO. Fadi Pharaon currently holds the position as Vice President, Networks & Managed Services within Ericsson's Market Area Europe & Latin America. Börje Ekholm, President and CEO of Ericsson,…

Qatar Innovation Week: Celebrating the Value of Future Technologies This November

Go on a 3-Day Networking Spree and Explore Opportunities in AI and 5G Technologies at Qatar Innovation Week That Will Host World Leaders of the Global Tech Space. Reiterating what the CEO of Google, Sundar Pichai had said, “AI may become more profound than fire or electricity.” Artificial Intelligence, in all probabilities, is becoming an economic arsenal for most countries around the world today, including the West Asian country that sits on the Arabian Peninsula. Yes, we’re talking about Qatar, the country with one of…

Email Marketing Isn’t Dying, It’s Already Dead

Email has long been a preferred means for drip Marketing campaigns, and the days of blasting one generic message to your entire email list are long past. You can find countless articles, books, and podcasts that provide advice on how to segment and personalize Email Marketing content to make it relevant and compelling to specific age groups. I recommend you ignore that advice. Whether your target audiences are members of Generation Z, Millennials, Generation X or Baby Boomers, they all share the same frustrations and…

MarTech Interview with Tom Aitchison, CEO at Swrve

"SaaS has evolved from a technology delivery option to the most powerful platform for a lasting value-based relationship with customers." Tell us about your role and journey into Technology. What inspired you to start at Swrve? Throughout my 25 year career I have scaled successful global GTM organizations that have delivered strong revenue results and increased growth by up to 10X. It’s extremely exciting to join an organization that has an important technology and one that delivers real meaningful business value and that…

What Desktop Security Vulnerabilities Mean for Your Business Marketing

Consumers are vocal about how brands use their data. To stand out in a good way, marketers and advertisers need to stop focusing on the information they can glean from customer data and build campaigns that capitalize on consumer expectations. Most of the current outcry against misuse and abuse of private user data centers on mobile. However, a recent report by The Washington Post reveals that desktop browsers also pose significant vulnerabilities for data security. Investigating “the secret life of our data,” tech…

Next Generation Video Codec Standard Proposed: MPEG Video Coding for Machines (VCM)

Gyrfalcon Technology Inc., Patrick Dong, to co-chair the new Ad Hoc "Video Coding for Machines" Group Research on machine-oriented video processing and coding technology is becoming a hot topic within the industry. There is a growing awareness that the majority of video traffic will be used by machines. A robust discussion was had at the 127th MPEG Conference in Gothenburg, Sweden, in July of 2019, regarding the need for standardization. According to recent information published by Cisco in 2018, Machine-to-Machine…

Account-Based Marketing: Flipping the Funnel to Fuel Success

Going beyond the hype to learn how account-centric Marketing can increase revenue, boost ROI, enhance Sales productivity, and better align Marketing and Sales efforts There’s an approach to Marketing that’s turning the B2B world upside down. Account-based marketing (ABM) is a strategy that’s helping B2B companies boost revenue with a more targeted, Omnichannel approach. ABM concentrates Sales and Marketing resources on a clearly defined set of accounts and personalizes campaigns to help ensure messaging resonates with…

From Barrier to Enabler: Shifting to a New MarTech Perspective

When it comes to MarTech, it often feels like marketers have to navigate between two parallel galaxies simultaneously: the need to get back to the brilliant basics and the urge to continuously evolve and adopt to the emerging tech and channels. For this reason, marketers might often be left with the impression that MarTech is complex and overwhelming. MarTech can quickly become a barrier to growth. I’m listing here the most common pitfalls. The right solution, the wrong mindset Marketers have been sold the right…

TechBytes with Pete Hoelscher, CEO at IEEE GlobalSpec

Tell us about your role at IEEE GlobalSpec and your journey as a leader in the industry. As CEO, I lead the team responsible for Technology, Product, Marketing, Audience, and Sales. My career in the industry began at Acxiom, and I spent 17 years there in roles in Marketing, Organizational Development, Project Management, Delivery and Database Operations. I spent the last seven years in the electric utility space before joining IEEE GlobalSpec.  How have you seen the industry landscape evolve since you began your career?…

Why Email Is the New Secret Weapon for CMOs

Customers now expect nothing less than personal, purposeful experiences from the brands they interact with. More than ever, they are in the driver’s seat exercising greater control over when and how they engage with brands. Brands that miss the mark on the experiences they’re delivering risk being ignored completely. To overcome these challenges, you need to build direct relationships with customers, assemble first-party data to create better cross-channel experiences, educate the consumer on they value they realize in…