Category: A-From MTT

Here’s what marketers really want for Christmas: 3 tips for building a better approach to data

Be honest, what is it that you really want for Christmas? It’s a more effective marketing operation, right? One in which you can make quick, informed decisions based on data. Let this be your year. Marketers are drowning in spreadsheets,...

/ December 7, 2017

4 ways retailer-brand relationships will change in 2018

Retailers have always been in the business of creating great shopping experiences. But Amazon has taken the old adage of “the customer is always right” and pushed it to what amounts to an algorithmically driven extreme. Amazon (and now other...

/ December 6, 2017

The next wave of ABM: A blended approach (Part 1)

Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA. In the past few years, Account-Based Marketing (ABM) has grown as a category and really transformed the B2B marketing landscape. But its quick ascent to B2B stardom...

/ December 5, 2017

Another consumer privacy issue in the age of GDPR: Session replay scripts

For companies complying with the upcoming General Data Protection Regulation (GDPR), it’s not just about a user’s name, email address or cookie. A recent post from Princeton University researchers points to the practice by some websites of running session replay...

/ December 4, 2017

What digital transformation means for brands

Business in the modern age is seismically different compared with even five years ago. Businesses have been profoundly changed by the influx of digital-based processes and systems required to work and grow effectively. A wide mix of digital technologies has...

/ December 4, 2017

Delmondo, Uru team up for automated video content analysis service

As digital video grows in popularity, brands are faced with the challenge of knowing which elements in their many videos –– created by them or by the influencers they hire — elicit the best responses. To provide tools for that...

/ December 4, 2017

Here’s a case of huge inventory fraud that ads.txt could vanquish

A recently discovered inventory fraud is a massive lesson in why publishers should adopt the Interactive Advertising Bureau’s (IAB) ads.txt. initiative. Recently, Adform published a white paper describing how it discovered this “domain spoofing” fraud, which it called “one of...

/ December 4, 2017

Swrve adds support for OTT TV apps

Despite its name, Swrve hasn’t swerved in its evolution from its origins as a marketing and engagement platform for apps. Instead, it’s taken a series of steps toward its positioning as a customer interaction platform. In 2014, for instance, it...

/ December 1, 2017

How the end of net neutrality could affect online marketing

The impact on digital marketing from the elimination of net neutrality will be “profound.” That’s according to Ryan Singel, a fellow at Stanford Law School’s Center for Internet and Society and an expert on net neutrality. If the proposal from...

/ December 1, 2017