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comScore Brings Advanced Audiences to its Flagship Digital Audience Measurement Solution

Inclusion of IAB, OTT and TV Viewing Segments Allows Media Buyers And Sellers To Understand Multi-Platform Audiences Beyond Age And Gender comScore announced the addition of new Advanced Audience segments to its digital audience measurement solution, MMX Multi-Platform. The introduction of comScore Advanced Audiences™ provides MMX subscribers with a deeper understanding of digital audiences based on their interests, lifestyles and behaviors. This is part of a broader comScore initiative to integrate Advanced Audiences…

The Rise of PathFactory: LookBookHQ’s Branding Evolution

Rebranding to PathFactory Reflects The Vision to Power Data-Driven Content Delivery and Provide Marketers with a Path to Greater Relevance, Insight, and Revenue Today, a MarTech 150 RADAR company, LookBookHQ, announced the launch of PathFactory Content Insight and Activation Engine, subsequently rebranding themselves to PathFactory. Elle Woulfe, VP of Marketing at PathFactory, chatted with us at the time of this announcement, providing significant details on how they planned for their recent milestone and what it…

How to Get the Attention Economy to Really Notice You

When you ponder what moves the digital landscape and all its players, typically the following comes to mind: who’s spending what and where, how to invest in different buckets - from TV to digital, where your money is actually going, and budgets (namely, who is willing to spend the most). But what lies behind the dollar signs? The answer: an entirely different currency that the industry is truly busy chasing, and one that in today’s economy is even more scarce than cash - the human attention span. Scientific Seduction In…

Branded Content Powered by Playbuzz Performs in Top 10% of All Nielsen Global Digital Brand Effect Campaigns

The Latest Nielsen Study Asserts That the Platform Is “More Successful at Providing Increased Engagement, Shifting Brand Perceptions and Ultimately Driving Preference Than Other Global Digital Content" A study conducted by global information & measurement company, Nielsen, on behalf of Disney-backed storytelling platform, Playbuzz, showcases the power of interactive content and its positive impact on branded content campaigns compared to more traditional digital content. The results support previous studies which link…

Fireside Chat with Andrea Moe

Andrea Moe talks about strong domain expertise on the sales side of the business helping Videa to better market to the specific customers. Know My Team We’re a lean, 3-person team at Videa but collaborate with a talented group of contractors and vendors to solve for some specific areas: website and creative design, public relations, SEO, video production and blog content creation. I believe what drives the Videa marketing team is a conviction in what we’re doing for the television industry and a personal conviction to…

TechBytes with Maor Sadra, Managing Director and CRO, AppLift

Maor Sadra Managing Director and CRO, AppLift What is the ‘State of Data-driven App Marketing’ in 2018? Most B2B marketers and tech leaders find this a tricky question, and rightly so. With so much happening in the app industry, especially around mobile marketing and advertising in a mobile-first marketplace, B2B marketing teams are looking to blockchain technology for answers. To dive deeper into how blockchain technology could impact mobile advertising campaigns in 2018, we spoke to Maor Sadra, Managing Director and…

Engaging Millennials Beyond Financial Milestones

Another Tax Day has come and gone.  For some, April 17 loomed large. Its passing was met with relief. For millennials, which next year are expected to become the largest generation at 73 million strong,1 it’s one of assorted financially related events that remain cloudy. Only 22 percent of millennials are aware how life events like getting married, having children or buying and selling a home impacts filing their taxes.2 What’s more, this important demographic that grew up during the financial crisis with volatile markets…

SpotX Provides Total Campaign Audience Insights for CTV

SpotX Serves As The First Digital Supply-Side Platform To Use Nielsen Analytics for CTV SpotX, a global advertising and monetization platform, announced that it would be leveraging total incremental campaign on Nielsen’s audience data for connected TVs (CTV). It also offers demographic breakouts based on the data, thus becoming the first time a digital platform has leveraged Nielsen Analytics for CTV. Viewership constantly continues to increase on connected TV devices. Understanding the need for independent measurement…

Interview with Andy Ramm, President and CEO, Alexa Internet

"Marketers invest in content to build and nurture long and fruitful relationships with customers that lead to loyalty and evangelism." Tell us about your role at Alexa.com, and how/why you came to the company. My role at Alexa.com includes building and developing the team, establishing the company’s culture, setting the overall direction and driving day-to-day decision making. I joined Alexa in 2013 because I have a deep affinity for data and analytics. Alexa processes billions of data points daily, and I was…

Marketo Acquires Bizible for Refined Marketing Attributions and Accurate ROIs

Bizible's Acquisition by Marketo Enables Marketers to Make Smarter Investments and Achieve Better Marketing ROIs The space of engagement platforms and B2B marketing performance management will not be the same again. MarTech RADAR 150 company, Marketo has announced its biggest acquisition in history. The engagement platform provider has bought Bizible, a company that offers software for managing marketing performance. Read More: MarTech RADAR 2018: Top 150 B2B Technology Companies You Should Follow With the…

Fireside Chat with Ebonie Newman

Ebonie Newman talks about how she inspired her team at Storyful to work with modern marketing and sales technologies. Know Me and My Team My Role at Storyful and How I Got Here I was the commercial director for Storyful in the Asia Pacific Region before assuming the role of CRO late last year. Prior to that, I spent over a decade in various Senior sales leadership positions with News Corp Australia, helping clients solve their business challenges through media and content solutions The Storyful team is nearly 30…

Leanplum Accelerates Growth in Asia Pacific and Adds New Chinese Investor

Increases Series D Funding to $52 Million; Expands Footprint to Meet Regional Demand Leanplum, the leader in mobile engagement, announced an add-on raise from Beijing-based private equity firm Waterwood Group to scale and fuel growth in China and the greater Asia Pacific (APAC) region, bringing their Series D total financing to $52 million. Leanplum continues to gain momentum across APAC, where the region's most innovative brands rely on its platform to drive mobile growth and deeper customer relationships. "Chinese…

Amplitude Unveils ‘Portfolio’ to Empower Companies Build Better Products

In an Industry First, Amplitude Enables Companies to Create Better Customer Experiences across an Entire Portfolio of Software Products Amplitude, the product analytics company, has announced the launch of 'Portfolio'. Amplitude's Portfolio is an industry-first solution that will enable product leaders at Fortune 500 brands and large enterprises to optimize the customer experience across a product suite. By tracking user behavior and engagement across multiple digital applications, product teams can use Portfolio to see…

Resonate Strengthens Executive Bench with Three Key Hires, Including SVP of Marketing

Industry Veterans Fill Vital Positions to Drive New Growth for Advanced Consumer Intelligence Platform at Resonate Resonate, a leading provider of consumer intelligence and insights for marketers, today announced three key additions to its executive team. These new hires were made to strengthen the company’s growth and generate broad awareness for its data-driven solutions designed to drive business decisions based on a deep understanding of the consumer that extends beyond basic attributes like demographics and…

Chief Marketers Call For More Digital Platform Transparency; Level Of Media Spend Will Be Linked To Reporting Accuracy

CMO Council Member Study Reveals Many Will Boost Spend on Online Video Advertising and Voice Willingness to Pay Premiums for Guaranteed Views and Deep Customer Insights In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely, and reliable reporting systems. According to a new study from the Chief Marketing Officer (CMO) Council, news…

Mobile CX Trends: Time for Marketers to Press for More Control

To Deliver Hyper-Personalized Experiences At Scale, Mobile Is The Go-To Space For Marketers. Customer Experience (CX) is the top priority for brand marketers in the digital age. While IoT, social, video, omnichannel messaging, automation, and data continue to showcase their importance in a modern CMO’s stack, CX could be the differentiator to add that sophisticated touch to omnichannel marketing campaigns. To deliver hyper-personalized experiences at scale, mobile is the go-to space for marketers. Mobile offers the…

TruGreen Partners with IBM Watson for Ads That Recommend Personalized Lawn Care Plans

It’s no secret that AI in advertising is leaping from the experimental stage to something more commonplace. To help consumers develop lawn care plans that are specific to their lawns’ needs, our team at TruGreen has engaged IBM Watson Advertising to create interactive digital advertising units that are powered by artificial intelligence (AI). These ads are currently available on The Weather Channel app, weather.com, and across HGTV properties. Also Read: IBM Watson Brings New-Age Fan Experience and AI-Based Analytics to…

TechBytes with Steve Borthwick, CTO, Artesian

Steve Borthwick CTO, Artesian It may seem that marketing and sales technologies are converging to deliver measurable ROI to CMOs. The major element driving this convergence is the prolific rate of penetration of AI/ML platforms. With global companies competing in the AI race, we tried to assess how the European market for sales automation and intelligence technologies compares against the Americas? To unravel these insights, and much more on AI for sales, we spoke to Steve Borthwick, CTO, Artesian. Tell us about your…

Velocidi Acquires ShiftForward; Becomes the World’s First Private Customer Data Platform

Industry's First Private Customer Data Platform Gives Marketers Access to a Complete, Real-Time View of Every Campaign Combined with Customer Data Velocidi becomes the world's first private Customer Data Platform (CDP) by acquiring ShiftForward, a leading marketing automation and data platform company. Brands can now protect billions of customers by keeping precious data safely on a private, in-house CDP rather than relying on marketplace platforms on the public cloud. Velocidi, already a powerful customer data…

Oracle Marketing Cloud Adds Infinity and Audience CX to Enable Pinpoint Targeting

Adding Infinity Analytics and CX Audience to Oracle Marketing Cloud Boosts Big Data Analytics and Helps Customers Better Pinpoint Their Audiences To help organizations rethink how data is applied across the entire customer lifecycle, Oracle is completely transforming existing approaches to customer data analytics and audience segmentation. With the launch of Oracle Infinity and Oracle CX Audience, the Oracle Marketing Cloud now enables marketers to build deeper, more profitable customer relationships by eliminating data…