Monthly Archives: November 2020

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Merkle launches bidding platform tailored for Amazon sponsored brand ads

Sponsored brand ads can appear at the top of Amazon search results in addition to several other spots on the platform. Performance agency Merkle has developed an internal automated bidding platform designed specifically for Amazon sponsored brand ads. Announced Thursday, the technology can update bids on sponsored brand inventory as often as 48 times per […]...
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The brand storytelling genius of the Coca-Cola Santa

Images courtesy of Coca-Cola Since 1995, Santa trades in his sleigh once a year for a Coca-Cola truck and tours the UK, sharing the soft drinks that have become closely associated with the winter holidays. This year, facing pressure from health advocates, Coca-Cola plans to scale back the campaign. Controversy aside, the Christmas trucks are […]...
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Online shopping revenues will reach $126 billion by December 31, says Adobe

The Saturday before Christmas is known as either “Super Saturday” or “Panic Saturday,” depending on your perspective, and it should see higher retail foot traffic than Black Friday, according to location intelligence firm, Cuebiq. By the same token, online revenues are soaring and will continue to set records this year according to Adobe Analytics, which […]...
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Without marketing strategy, the LUMAscape is one hand clapping

It’s difficult not to be awed by the LUMAscape, both in its growth rate and in the level of innovation that it represents. Consider this: in 2011, there were only 150 unique companies on the LUMAscape, in 2018 there are 7,000. And it’s not merely a matter of vendors throwing their hats into the ring […]...
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Gravy’s ‘location data forensics’ seeks to identify, minimize fraud in programmatic bidstreams

Location intelligence company Gravy Analytics is introducing what it’s calling “location data forensics.” Its purpose is to filter out unreliable, inaccurate or fraudulent location data from the bidstream. Location data often unreliable. Mobile ad exchange bid requests including location are often significantly more valuable than those without. That results in a lot of questionable location […]...
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Year in Review: Top 10 digital marketing expert columns of 2018

All year long, digital marketing experts share their in-depth knowledge and timely advice to help others. Here’s a look at the ten most read columns that struck a chord with readers this year. Social media in 2018: Time to grow up or get out by Mark Traphagen published on March 20 Building a brand strategy: […]...
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Publishers using real-time data can help their bottom line, here’s how

Advertisers are keenly aware of the power of personalization. Personalized digital ads deliver up to 3x the consumer engagement of non-personalized ads. Some 69 percent of marketers say personalization is their top priority. But just as marketers can craft messaging for one-to-one communications, publishers can customize their content to win over new readers and keep […]...
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Fake, fake, fake: Epic tweetstorm targets marketing’s metrics house of cards

Aram Zucker-Scharff, ad engineering director for Washington Post’s research, experimentation and development team, lit up a tweetstorm Wednesday, calling just about every way that digital marketers measure and report on performance fake. The anger is real. Zucker-Scharff’s comments touched a nerve in the adtech community, with his initial tweet racking up more than 6,000 likes, nearly 3,000 […]...
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