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Top MarTech Series Guest Posts of 2018

We Compile an Annual Round-Up of the Most Popular Guest Posts Published in 2018 January Five Key Trends for Programmatic Advertising in 2018 Benoit Skinazi writes our most viewed Guest Post of 2018! With GDPR and consumer sentiment towards irrelevant advertisement, Programmatic Advertising is the new hope for AdTech. February What Good is Personalization Without Identity? Craig Belhumeur points out ‘the writing on the wall’ — something that most marketers miss out on. Personalization is impossible without identity…

Resolving the Ecommerce Identity Crisis

By requiring logins for purchases, ecommerce platforms gain access to some of the most valuable first-party data in the ecosystem. Even after a single purchase, ecommerce platforms know a lot about an individual, from where they live to what kinds of products they prefer to what brands they prefer and general inferences on the socioeconomics of households and individuals. This knowledge enables a great deal of effective loyalty and retention marketing, particularly via email and direct mail. But as it relates to a person’s…

How Rewarded Video Ads Can Drive In-Game Purchases

The rewarded video ad format is adored by the mobile gaming and advertising worlds. We now finally have an ad format that satisfies the needs of advertisers, publishers and gaming audiences. Rewarded video ads provide gamers with a reward for watching the entire length of a video ad. In the mobile gaming world, this format works extremely well in mobile games. For developers, rewarded video ads offer the potential to increase in-app purchases and lengthen play session times, therefore increasing loyalty and retention. Also,…

When Organic Installs Turn Rotten

Botnets continue to damage and dilute established mobile marketing and analytic practices, but it’s not just paid acquisition that’s suffering. Emerging disciplines like app store optimization (ASO) are being equally threatened by the increasingly sophisticated efforts of mobile fraudsters. Left unchecked, mobile botnets could cost lawful publishers billions in the years to come. With a combined 5 million apps available between the Google Play and Apple App Stores, marketers can’t afford to leave any stage of their…

The Power of Recency in Reaching Your Prospects: How Consumer Intent Has Evolved

One of the biggest challenges facing today’s marketers is the need to quickly and cost-effectively acquire new customers. While the data landscape around consumer intent has changed drastically over the last decade, the average marketer’s approach to understanding it has not. Continued Reliance on Stale Data Stale data has always been a concern when it comes to marketing. Although it’s been a known issue since the days of Don Draper, it was never a top priority to solve, because frankly, there wasn’t a better option. To…

5 Mistakes That Can Be Disastrous to Your B2B Sales and Leads

B2B trading is a well-known model, especially for people working in the field of business and marketing. However, as time passes by, effective methods for business-to-business trading and marketing will also need to progress accordingly. Also, adapting well to what is trending in the current industry, that you belong to, is one primary key to creating a new deal. The deals are about ongoing B2B partners that a company may have. Also Read: How Marketers Can Optimize $682 Billion in Expected Spend in 2018 Five Mistakes…

A Marketer’s Guide to Smarter Data Storage: Is Your Customer Data a Gold Mine or a Time Bomb?

We’re living in a golden age of data. Not only can you know how many people visited your site yesterday, but you can also buy data that tells you who they are, what they buy, and what other sites they frequent. This is amazing for marketers, as more and better data means more effective targeting. But with this bounty comes a huge challenge. You have to store all that data. You have to protect it. If you don’t safeguard it, you risk a host of repercussions – angry customers, costly lawsuits, and government intervention.…

When it Comes to Ad Blocking, Personalization is the New Scale 

While the debate over ad blocking has long centered on the struggle between publishers and ad blockers about the ability to display ads, less attention has been paid to whether or not these ads should be displayed at all. If marketing is about meeting consumers’ needs, then more than 75 million US consumers have already said, simply by installing a blocker, that they don’t like the ads being pushed at them. That is a lot of people and doesn’t even include the vast majority of consumers that browse the web without blockers,…

If A Picture’s Worth a Thousand Words, Then Visual, Interactive Content Is Priceless

In recent years, traditional display ads have become less popular in favor of newer formats like native and digital video. According to an IAB study, advertisers in 2017 spent 67 percent more on digital video than they did two years prior. It has become clear that the more visually stimulating an advertisement, the more likely someone will click on it. But what’s after video? This year, as machine learning, artificial intelligence, HTML5 and other tools evolve and are more widely adopted, expect interactive, highly visual…