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• Collective Plugs Into Facebook Exchange by Mark Walsh

  Digital audience targeting firm Collective is among the latest companies to plug its ad technology into the Facebook Ad Exchange. ...Read the whole story

• Google's Algorithm Changes Throw Marketers, New Study Comes To Rescue by Laurie Sullivan

  Changes in Google's search engine ranking algorithm, which many know as Panda and Penguin, have some brand marketers giving up on optimization strategies. An upcoming PM Digital study provides 30 tactics to improve SEO techniques. ...Read the whole story

• Havas WW Launches SOE, Targets Analytics, Content by Steve McClellan

  In a bid to help clients develop content and maximize its impact, Havas Worldwide New York is launching a new media unit called SOE (for Shared Owned and Earned) that combines the agency's analytics, community management and content strategy capabilities under a single practice. ...Read the whole story

• Resolution Names Bavaro Global Chief Strategy Officer, Expands Development by Steve McClellan

  Omnicom Media Group's Resolution Media has appointed Gerry Bavaro global chief strategy officer. He will focus on expanding Resolution's service offering, including product and business development and acquisitions. ...Read the whole story

Can Machines Manage Brand Engagement? by Sean O'Neal

Relevant, contextual marketing is the stuff that is read, watched, and shared. And if certain elements of more "native'" approaches become programmatic, they will cease to be "custom" and will lose value to both consumers and marketers. So while sometimes it feels like the advertising world is headed for a future connected by a Matrix and filled with Terminator machines, human creativity still plays a vital role in creating emotional connections between brands and consumers. ...More

• Real-Time Bidding: The Next Round by Adam Berke

  As it pertains to display advertising, owning RTB infrastructure is quickly emerging as the ticket to the "next round." This means having the bidders, cookie stores, and big-data chops to earn a seat on an exchange and respond to bid requests within 50 ms, without having to use a middleman or license another DSP's technology. ...More

• Targeted Serendipity: Thinking Harder About 'Relevance' by Steve Smith

  'Relevance' can be so tightly and literally defined that marketers can eliminate an important activity every consumer craves: discovery. Macy's is thinking hard about how to target but also satisfy larger brand goals for being entertaining. ...More