Location Will Be Used To Enhance More Aspects Of The Shopping Journey: 2018 Predictions

Marketers will continue to embrace use cases for location data beyond proximity-based push alerts and advertising. Location will be used to enhance more aspects of the shopping journey, including in-store augmented experiences, simplified mobile checkout, product reviews and tutorials, and in-store navigation. Machine learning will be applied to location data audiences. Up to this point, audiences have been largely defined by devices that have been to a location. We’ll start to see predictive modeling used to find devices…

3 Reasons Why Data Storytelling Will Be A Top Marketing Trend of 2018

Think back to the last text-heavy presentation you sat through. Or maybe I should say endured because we all know how boring it can be to look at words on a screen. In our ever-changing, meme-loving world where instant, snapshotted communication reigns supreme, creating visual ways to transmit data in the office is increasingly important. This importance isn’t just about aesthetic appeal; it turns out that the way we tell stories using data can positively impact your company’s bottom line. A study that looked at reader…

TechBytes with Marc Ginsberg, VP-GM Amex Advance, American Express

Marc Ginsberg VP-GM Amex Advance,  American Express Last month, American Express launched Amex Advance Personalization Services which leverage artificial intelligence and machine learning techniques to deliver personalization services. These services will enable marketers to customize their target audiences, personalize customer experience and measure marketing campaign performance. To understand more about how machine learning capabilities drive Amex’s Advance Personalization and how the data-driven business leverages…

Interview with Wendell Lansford, Co-Founder, Wyng

"Given the widespread use of bots to inflate engagement, we’ll likely see marketers dial back their influencer spending until they are able to have reliable metrics." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to start a digital marketing platform? I’ve always had a passion for entrepreneurship and I first began developing software in middle school. I started my formal career in software development in the early ‘90s, when the internet was first being commercialized. My…

Deloitte TMT Predictions: Machine Learning Deployments to Double in 2018; Coins New Lingo #adlergic

Deloitte TMT Predictions: Machine Learning Deployments, Digital Subscriptions, Digital Subscriptions, On-Demand Content and Live Events Will Continue to Drive Growth Relentless change; stubborn continuity… The predictions on tech trends for the New Year 2018 seem to be more drastic than any of its previous editions. Deloitte has just launched its annual Deloitte TMT Predictions for 2018, and it has some serious thought-provoking recommendations for marketing and advertising agencies — focus on machine learning…

Create Deeper Connections to Drive Conversion, Close Deals with End-to-End Personalization

A recent EConsultancy Conversion Rate Optimization Report found that 96% of organizations rated marketing personalization as a “highly” or “quite” valuable method for improving conversion rates. The shift from simply discussing the possibilities of personalization to real-world deployments has been especially pronounced in the B2B marketing world, given the increased investments and emphasis on areas such as account-based marketing (ABM) and persona-based marketing. B2B marketers are using new tools, data and tactics…

Facebook & Google: A Media Duopoly Under Scrutiny

From their humbler beginnings as a social media platform and a search engine, respectively, Facebook and Google have today become mass media for many audiences, providing content focusing on national politics, prominent brands and individuals, and much, much more. A 2016 Pew study found that at least 66% of Facebook’s 2 billion users rely on the outlet’s news feed as a news source.  For many, the “Big Two” even serve as their only sources of media. More than just a filter bubble, consumers are being fed information designed…

Audience Management Platform Leadspace Raises $21 Million Series C Funding to Drive AI-Enabled MarTech Transformation

Series C funding for Leadspace was led by Arrowroot Capital and JVP to support continued AI product leadership and customer growth in the US, and Israel World's leading B2B audience management platform for marketing and sales, Leadspace has raised $21 million in Series C funding, led by Arrowroot Capital and existing investor Jerusalem Venture Partners (JVP). As B2B organizations increasingly use big data and AI to drive more targeted relevant engagement and faster growth, Leadspace's latest funding round would drive…

TechBytes with John Steinert, Chief Marketing Officer, TechTarget

John Steinert Chief Marketing Officer, TechTarget With greater accessibility to Big Data, modern marketers are exploring new ways to leverage data and scale targeting-related challenges at various stages of the buyer’s journey. Combining buyer’s profile with the intent data, marketers can build powerful automation channel and turn customer insights into a lead scoring machine. Powered by insight, Purchase Intent Insight by TechTarget is one such solution that amplifies intent behaviors from accounts and contacts active…

Marketers With Successful Fraud Protection Solutions Have A Competitive Edge

Mobile Ad Fraud Is Evolving So Rapidly That Most Enterprise Marketers Fail To Identify The Costliest Types. AppsFlyer Provides Recommendations to Protect Your Brand According to a Forrester Consulting thought leadership paper commissioned by AppsFlyer entitled Mobile Fraud: Marketers’ Massive Hidden Threat explores, only 1 in 5 enterprise marketers feel they are able to systematically monitor and prevent fraud. Marketers still rely heavily on legacy technologies and tools to combat mobile ad fraud and firms like an…

Ads.txt Experiencing Growing Pains, and What About Apps?

For the uninitiated, Ads.txt is an initiative launched by the IAB Tech Lab earlier this year. Ads.txt is a straightforward text file that publishers can upload onto their website listing certified inventory sellers for buyers. DSPs can select to bid on inventories only from authorised sellers and reject bids where the sellers are not listed on the Ads.txt file. This solution has ambitions to eliminate domain spoofing and fake inventory fraud but totally disregards app inventories. Mobile apps account for 84.9% of total…

TechBytes with Gil Klein, Managing Director, Mobfox

Gil Klein Managing Director,  Mobfox Mobfox, a mediation platform, caters to 175+ DSPs across the globe. We spoke to Gil Klein, Managing Director, Mobfox, to understand  how he views the future of programmatic advertising.MTS: Tell us about your role at Mobfox and the team you handle. Gil Klein: As the Managing Director, I am responsible for leading Mobfox and our in-app audience-based programmatic advertising platform, which provides publishers with the tools they need to optimize their ad serving, data layers, and…

Interview with Alexander Bachmann, CEO, admitad

"In Cost-Per-Action marketing our advertisers do not have any difficulties tracking the success of their ad campaigns because admitad's in-house platform tracks 'actions' very effectively introducing updated statistics in real time via our user interface." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to start a CPA platform? I am the CEO and founder of admitad – a cost-per-action based global affiliate network. I founded admitad in 2009 in Germany; and since then it has…

4 Questions Every Marketer Should be Asking about Device Graphs

With the proliferation of mobile devices and the increasingly complicated nature of the consumer journey, a growing proportion of marketers have adopted cross-device tactics to ensure their digital marketing is effectively reaching consumers. According to Winterberry and the IAB, last year over 50% of marketers said that cross-channel measurement and attribution was occupying the most time and resources. This sentiment has increased this year. While marketers don’t need to be convinced of the importance of cross-device…

Interview with Todd Krizelman, CEO, MediaRadar

"Open exchange programmatic creates the most immediate challenge for brands. Without any protections on the audience and websites being purchased, there is a real risk of jeopardizing brand safety. " On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to start an ad sales intelligence company? I am the CEO and co-founder of MediaRadar. In 2003, I started working for Gruner + Jahr, a German publisher with hundreds of titles worldwide. I loved the company, but was frustrated by the…

Mobile ‘App Marketing Agency of the Year’ Spent Exclusively on Paid Social and Google

Bamboo, the San Francisco based advertising agency with a focus on paid social, has been named "App Marketing Agency of the Year" in the 2017 App Growth Awards. The winners were selected by an independent panel of industry experts and announced at App Promotion Summit in Berlin. The awards aim at facilitating and celebrating progress within the global app marketing and growth ecosystem. Also Read: Google Credits StubGroup for Helping Online Retailer SuperBiiz See “Massive ROAS Growth” "It's our…

A Multi-Step Plan to Combat App Install Fraud

Every day, marketers’ concerns about the billion dollar mobile ad fraud problem increase. Like a chess game, it is imperative for marketers to stay steps ahead of fraudsters with built-in deterrence. Once fraud occurs, it is usually too late to do much about it, and the best a marketer can do is put a proverbial band-aid on a budget-eating wound. The only way for marketers to combat fraud is to make a multi-step plan of action to prevent it before it ever happens. Even with built-in fraud prevention mechanisms,…

It’s Not Solved, and It’s Not Easy

In the last year, we’ve seen some high profile acquisitions in the cross-device space that have proven out the importance of cross-device identification, or at least that identity resolution companies are ripe for the picking. The rationale behind these acquisitions is sound: marketers can’t afford to be in the dark when it comes to knowing their audience and the details of their customer’s journey, which is why cross-device tracking is so important. But what has also become increasingly clear is that despite the…

TechBytes with Ira Cohen, Chief Data Scientist, Anodot

Ira Cohen Co Founder, Chief Data Scientist, Anodot Anodot recently won an award for innovation in analytics. We spoke to Ira Cohen, Chief  Data Scientist, Anodot to figure out what the future of analytics looks like.MTS: Tell us about your role at Anodot and the team you handle. Ira Cohen: I am the Chief Data Scientist and co-founder of Anodot. The company was founded in 2014 as a new way to provide insights from big data that is changing and growing in real time. Our goal is to illuminate business blind spots so…

Ogury’s New Machine Learning Algorithm Lituus, to Offer Next Level Audience Targeting for Brands and Marketeers

Ford, One of the World’s Leading Automotive Brands and a Beta Tester of This New Solution, Has Already Achieved Outstanding Results for Its New Ford Fiesta Pre-Launch Campaign. Ogury, the mobile data platform that provides the most comprehensive view of mobile user behavior globally, is today enhancing its targeting capabilities with the launch of a cutting-edge solution for brands and marketeers. This new solution combines human intelligence and machine learning in the planning and implementation of mobile advertising…