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Forrester: Over-reliance on big data, siloed teams impede customer insights

As marketers, we strive to design customer experiences that leave lasting impressions, drive conversions and keep our customers coming back for more. But do we rely too heavily on big data instead of honing in on the specific actions that drive customer engagements? A recent report from Forrester commissioned by customer insights software firm FocusVision […]...
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Verizon Media’s new ad transparency tool provides reach, cost insights, forecasting capabilities

Verizon Media has rolled out a new tool for its DSP users to offer more transparency into the programmatic ad platform. The tool, said Verizon Media, is designed to give advertisers a comprehensive view of the programmatic landscape — showing reach and cost analysis by channel (display, CTV, DOOH, audio, etc.), ad format and exchange. […]...
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TrueView audience engagement: Paid strategies to find fans and reduce waste

All advertisers claim to do A/B testing and segmentation on their target audiences, but few do it right. YouTube and its TrueView video ad formats have been built to provide advertisers with unique insight into their audiences that most video-focused content marketing cannot accomplish. The problem is, most advertisers don’t take advantage of it. Instead, […]...
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Advertisers can now target Spotify podcast listeners

Spotify has expanded its ads capabilities with podcast listener targeting. Advertisers can reach Spotify Free podcast listeners, and in select markets, they’ll also be able to narrow their campaigns to certain podcast categories, such as “Comedy,” “Lifestyle & Health” and “Business & Technology.” Spotify is investing heavily in podcasts. Earlier this year, Spotify spent a […]...
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Salesforce Marketing Cloud brings Einstein AI capabilities to email marketers

Salesforce revealed new Einstein AI capabilities available for its Marketing Cloud users, on Monday at its annual Salesforce Connections conference. The new features, available to customers now, aim to help marketers reach their customers more efficiently and effectively with email through the use of artificial intelligence. Why we should care Artificial intelligence is one of […]...
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Check out the new MarTech agenda

Customer expectations are rising… and technology is the key to meeting and exceeding those demands. Analytics and attribution, data management, customer intelligence… every aspect of modern marketing now relies on some form of technology that you need to embrace and master if you want to succeed. At the end of the day, martech is marketing… […]...
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In OTT video, features are as important as content

For decades, TV networks have focused on marketing one thing: content. That’s because content was the only thing that broadcasters and networks actually controlled. Cable providers were the ones tasked with creating a user interface, which they did with remotes, menus and channel guides. Now, though, there’s a dramatically different media landscape, and with the […]...
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