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Ad Spend

Online-to-Offline Attribution: Three Vital Questions to Ask

Traditional advertising has long been a core part of the brand advertising arsenal, because it has been perceived as reaching the largest audience. But the landscape of advertising has shifted heavily toward digital, with mobile’s rapid growth changing the status quo faster than any medium had before.  To underscore this point, Digital Advertising increased by 19.1% in 2019 to $129.3 billion, while traditional advertising fell 19% to $109.5 billion, meaning that digital will account for 54.2% of total spending. While this…

TechBytes with Nima Mirbakhsh, CTO at Morphio

Tell us about the team and technology you handle at Morphio. We have a nimble and highly motivated team of Digital Marketers, Software Engineers, and Data Scientists. We’re working together to change the way Agencies and Marketing teams approach digital data and decision making. Core AI technologies include TensorFlow for anomaly detection and forecasting. We also integrate a handful of  ‘off the shelf’ scalable technologies and custom technologies that we have created to protect digital marketers against their unexpected…

Why the Death of Cookies Means Profit for Google

If you thought Google’s announcement regarding the elimination of cookies from Chrome in 2 years was only about consumer privacy, you’re wrong. It’s all about revenue. Google has spent the last 20 years perfecting their Advertising business model, and what better way to protect your ownership of audience data than removing the other options. Most research shows that Google owns between 60-70% of the share of usage across all browser types, with the next highest competitors tied fairly evenly at 9% for Firefox and Safari…

$5 Billion by 2020: How OTT, CTV, and Video Formats Build the Future of Advertising

Summarizing experiences and outcomes of conferences that were held last month by IAB ALM and CTV Roundtable, I can pinpoint one overarching idea: programmatic buying is peaking, and it’s no longer bound only to digital media – today, it is represented by television, radio, and out-of-home technologies. A new Winterberry Group study reveals that this year, programmatic ad spending will account for $389.5 billion, which is 7.2% more than in 2019. Programmatic advertising has always been susceptible to tech innovations, but…

How to Survive in 2020: A Checklist for Independent AdTech

We’re only one month into 2020, and the AdTech industry is already manifesting one change after another. With a lot of pressure coming from the world markets and ongoing issues within the industry itself, independent AdTech will have to face many challenges this year. However, brace yourselves, for we’re in this together! Here’s our checklist on how to survive in 2020. 1. Bye-Bye, Cookie As you might already know, Google will drop third-party cookies in 2022. Which seems like a distant future. However, this decision is…

TechBytes with Stephanie Klimaszewski, VP of Marketing at Aki Technologies

"Personalization tech powers regional call outs, product recommendations, local inventory counts and maps that drive foot traffic and sales." What are some of the changes you’re seeing in retail and how are they impacting consumer behavior? Retailers these days are easing the tension between mobile and brick-and-mortar. Brick-and-mortar stores are addressing the issue of showrooming—when people visit a store to look at a product and then buy it online elsewhere for a lower price— by pricing their merchandise…

Get Creative With Native Throughout the Customer Journey

Organic growth in digital media consumption is driving budget allocation towards associated advertising, with digital investment expected to grow almost 13% year-on-year, reaching around half of the total APAC ad spend. But, as we enter a new decade, marketers must carefully consider where those budgets are spent. Tempting as it may be to go for attention-grabbing techniques and quick wins, these will only result in ad fatigue and avoidance, as well as damage to brand reputation. Instead, marketers should take a…

Opinion: In Order to Beat Ad Fraud, Prevention Is the First, Most Important Line of Defense

While some within the industry might have previously brushed off ad fraud as an annoying itch, everyone from advertisers to agencies and ad networks are starting to come to grips with the immense threat it poses. With estimates of ad fraud in 2019 set to total $18.7 billion in North America - 36% of estimated global loss, it’s not hard to see why. Discoveries of high profile fraud operations and litigation have been coming in hard and fast, and from major household brands to boot. For example, Uber recently filed lawsuits…

Claiming TV’s Space in the Media Ecosystem of the Future

Leaders of the “Big Four” networks declared broadcast isn’t dead, but while they might be a little biased, the data speaks for itself. U.S. TV ad spend was at a stable $70 billion in 2018, and the Upfronts remain a constant in the advertising calendar. Yet with calls from ABC Entertainment to rethink the traditional schedule, the reality is TV (and the role it plays in our lives) is not dying, it’s changing – and I believe it has a very solid plan for the future. Riding the Rollercoaster Scaremongering aside, “TV is dead”…

The Top 4 Challenges Plaguing B2B Marketers in the Digital Age

Compared to their B2C brethren, B2B marketers have historically lacked scalable solutions that enable them to unlock the value of their first-party data and leverage third-party data to power their Marketing initiatives. Furthermore, navigating B2B data and measurement is complex and comes with unique nuances, such as finding the right data at scale globally, creating custom audiences, and measuring impact at the account level. eMarketer forecasts B2B digital spend will top $6 billion in the U.S. alone in 2019. As B2B ad…

TV Attribution – What’s All the Fuss About?

Attribution has been, and will continue to be, a hot topic for those in the Marketing world – and for good reason. Beyond measuring TV’s impact on Sales outcomes, attribution can also be used to gain deeper insight into the performance of specific campaign variables such as message, creative, target audience, media schedule, ad placement, format and length, among others. With pressure building for brands to get the best possible Return On Investment (ROI) from their ad spend, attribution is at the heart of mounting…

Facebook Ads Have Changed Once Again – Here’s What You Need to Know

Today, Facebook supports over seven million active advertisers and is now reportedly relying on more ad spending dollars from small business accounts rather than big brands to make money. However, despite depending on small businesses’ ad revenue, the social platform is continuously changing its ad requirements — which small to mid-sized businesses don’t usually have the resources to keep up with. In fact, 39% of SMB owners say they have a limited advertising budget, and 40% said their limited time was a challenge for their…

In-House vs. the Agency Model – Advertising’s Red Herring Debate

In today’s Advertising market, the modus operandi is efficiency and control. Brands want control so that they can be as efficient as possible; after all, being a ‘cost-centre’ in the midst of such a challenging retail environment is no fun at all. For some, taking control of spend has involved bringing advertising in-house; 64% of marketers now have an in-house agency, up from 42% in 2008. That’s more than a 50% increase in the last decade. But, this is an absolutist debate and a total red herring. The real question isn’t…

Prime Day Prep: 4 Strategies for the Day

The deadline to submit deals has long since passed, Amazon's purchase orders have been placed, and vendors and sellers have packed their inventory, ready to be loaded on trucks if not already in transit to Amazon's fulfillment centers. And now it's official: Amazon announced that Prime Day 2019 will begin at midnight on July 15th and run to the end of July 16th – full 48 hours. In anticipation of another record-breaking Sales event, Amazon advertisers are gearing up to get the most out of Prime Day. In the past, many…

Ad Fraud to Cost North American Advertisers $100 Million a Day by 2023

TrafficGuard and Juniper Research estimates that within the next five years, advertisers will be losing $100 million a day due to ad fraud. In a latest announcement,  Ad fraud prevention specialist TrafficGuard explained the current state of ad fraud in North America. North America is the largest digital advertising market in the world. And therefore, it is most prone to all kinds of digital ad fraud. According to TrafficGuard, North America's average ad spend per internet user is 455% above the global average. However,…

TechBytes with Paul H. Müller, Co-Founder and CTO, Adjust

Paul H. Müller Co-Founder and CTO, Adjust Nearly 80% of internet users rely on mobile phones for their online activity, largely for search, email, and commerce. Marketers are already building their targeting campaigns on mobile-first and mobile-only strategies. To understand the state of mobile marketing in 2018 and how mobile customer analytics are more refined today than ever before, we spoke to Paul H. Müller, Co-Founder and CTO, Adjust.Tell us about your role at Adjust and the team/technology you handle I’m the…

Real-life Food Photography Drives Marketing

Better phone cameras and the popularity of social platforms like Facebook and Instagram mean we all have unprecedented access to photos from people's authentic dining experiences. This type of user-generated content (UGC) has become a force to be reckoned with in the restaurant industry, especially. Consider this: across all ages, 55 percent of consumers trust UGC over other forms of marketing. Additionally, only 15% of people trust recommendations from brands, while 84% of people trust recommendations from people.…

Viant’s Data Lake Sets the Standard for Digital Advertising Transparency

Unique Combination of Proprietary Tools and Deterministic Data with Cloud-Based Scale Ushers in the Next Generation of Marketing Analytics Viant, a Meredith Corporation people-based advertising technology company, announced its cloud-based Data Lake which provides advertisers a fully transparent view of what they are getting from their cross-channel advertising investment, has launched out of beta, a major milestone for the platform. For the first time, brands, agencies and technology platforms will be able to drive…

Blockchain in Advertising: The Implications for Every Player in the System

Today’s digital advertising industry faces many challenges, ranging from fraud and lack of transparency to antiquated payment models. Such challenges aren’t unique to the marketing industry. In fact, many industries, including financial services, are struggling to address these very same challenges. That’s one reason that headlines around blockchain technology are so prevalent these days. Indeed, blockchain technology could revolutionize a number of industries. Nowhere is the promise quite as strong as in programmatic…