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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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Compare 17 top SEO tools and platforms

Organic search remains the most important step in the purchase funnel. But with hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and […]...
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Alexa’s stellar holiday season bodes well for smart speakers, connected technology

Amazon customers used Alexa — and ordered voice-enabled devices — more than ever before this holiday season, signaling that the age of voice tech has truly arrived. The company announced Thursday that customers used Alexa to order gifts three times more than last year. It also reported that shoppers bought “millions more Amazon devices” than they […]...
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Social media 2018 put the spotlight on data, video, Stories

After suspending Cambridge Analytica from its platform in March, Facebook’s data management issues remained the lead social media news story throughout 2018. The company’s constant stream of user privacy challenges left little space for other social platforms to make waves — but, some still managed. Twitter put its focus on election integrity and performed a […]...
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Instagram CPCs, CPMs drop as click-throughs continue to climb

Instagram advertisers experienced a drop in cost-per-clicks (CPC) and cost-per-impressions (CPM) in the third quarter compared to the second quarter of 2018, with CPCs down 21 percent quarter-over-quarter and CPMs down 19 percent, according to AdStage’s Paid Media Benchmark report for the third quarter of 2018. While CPCs and CPMs dropped, Instagram’s click-through rate (CTR) was […]...
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