Supply-Path Optimisation (SPO) is a consolidated view of the programmatic advertising supply chain that cuts unnecessary intermediaries between the advertiser and publisher, increasing the transparency in transactions. Though information is power in the programmatic advertising space, automation of systems has created a double-edged sword. On one end, it automates tasks and delivers results in a […]
There is a growing divide between data analysts and marketers when it comes to trusting their data. Almost a third of marketers don’t trust the data they are given to inform campaigns, according to the latest research from marketing data analytics platform Adverity. A number that rises to 41 per cent among their data analyst colleagues—posing […]
DoubleVerify, a software platform for digital media measurement, data and analytics, has entered into an agreement to acquire OpenSlate, a pre-campaign contextual targeting platform that enables brands to align advertising with suitable or contextually relevant content across social video and CTV, for $150m (£111m). OpenSlate’s solutions provide insight into the nature and quality of ad-supported content […]
CMOs in Israel are looking to build more scalable marketing operations. Here are our top picks of CMOs in Israel who are focused on result-driven strategies. Israel’s economy is a high-tech powerhouse run by tech and data-oriented Chief Marketing Officers (CMOs). Driven by the culture of innovation, the economy bounced back with 15.4 per cent […]
According to a recent report from Edelman, only 34 per cent of consumers say they trust the brands they buy. So it would seem that years of exposure to traditional advertising have made consumers wise and wary of brand messaging. While the pandemic changed customer behaviours and the long lockdowns helped many re-prioritise life, it […]
In keeping with the changing privacy landscape, Google Ads has introduced a data-driven model as the default attribution model. Now, marketers can observe how much credit each ad interaction is responsible for in leading to conversions. Marketers need new measurement approaches that meet their objectives and put users first, especially in the changing privacy landscape. […]
OpenX revealed the results of the company’s latest survey, examining how publishers are currently viewing and utilising first-party data. The findings highlight the critical role first party (1P) data will play going forward, with 85 per cent of publishers saying that 1P data will be important to their future revenue. However, while the vast majority […]
“The most customer-centric organisations in the world maintain a continuous connection with their customers. They ensure an elated customer experience and their connection strategy is linked to the brand’s promise. Subsequently, they invest in artificial intelligence, virtual and augmented reality to complement customer experience,” says Manoj Karanth, Global Head-Data and Intelligence, Mindtree, in an exclusive […]
Embracing technology and data, marketers are blazing new trails of digital transformation and innovation. Showing that 81 per cent of UAE-based marketers say they have changed or reprioritised metrics due to the pandemic, higher than the global average of 76 per cent, was Salesforce in its seventh edition of the State of Marketing report. The […]
Stats Perform, the sports tech leader in data and AI technology in sports platforms, announced a unique partnership to bring social media abuse monitoring service to the sport market. Stats Perform will work with Signify to expand access to Signify’s Threat Matrix, a proprietary service using AI technology to detect online abuse at scale, by […]
