Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ad technology"
- More than half of executives in a recent survey by IDC agreed user tracking will soon become obsolete. Yet more than 40% are not familiar with targeting technologies other than advertising identifiers.
- Despite slowing growth, small and midsize businesses in the U.S. have a "sunny outlook" about marketing investments, according to a LinkedIn study conducted by YouGov released today
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- Basis Technologies, provider of cloud-based workflow automation and business intelligence, has now been added to the list of ad-tech companies laying off employees.
- A truly functional next-gen MarTech stack doesn't just assemble tech solutions but builds relationships with vendors that optimize execution. NextDoor extends its good neighbor brand to vendor RFPs, transparency with partners, and expectations for aligning on sustainability and inclusion. NextDoor's Marketing Technology & Operations Lead, Krish Sailam, explain building the better partner stack.
- Roughly four out of five marketers said they believe IT teams will become more involved in marketing efforts in the next five years.
- There is a direct "one to one" correlation between TV commercials' "attention" score and marketers' all-important "brand lift" measure, a survey from TVision and brand-measurement firm Upwave finds.
- "Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members," says Netflix COO and Chief Product Officer Greg Peters.
- IBM launched an initiative as part of the Cannes Lions festival, bringing together agencies and rands to generate awareness and action to mitigate bias in advertising and marketing technologies.
- As regulation and data deprecation across browsers and operating systems moves the ad ecosystem beyond third party cookies, having a first-party data strategy becomes critical. Corey shares best practices and strategies around sourcing first-party data, leveraging publisher relationships for amplification and the ways in which high quality data can be best applied to cusytomer journey mapping. The future of of government and industry policies for data remain unclear; marketers need a future-proofed strategy.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Bias has become a challenge of technology. Consumers and policymakers have concerns about how AI, machine learning and the bias in algorithms might impact society.
- The findings suggest only 1 in 4 marketing organizations say they have a "very effective" CMO-CIO working relationship -- which ties directly to better performance.
- Criteo participated in Google's first FLoC Origin Trial in an effort to understand the audience cohorts. The Yandex browser also creates FLoC cohorts.
- By a margin of more than two-to-one over its next-closest competitor, U.S. media agency execs say YouTube will be the biggest beneficiary of shifts from TV ad budgets into digital media during 2021.
- How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym, realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a "blank check," which enabled them to provide a more strategic and aggressive media investment.
- Adelaide, an ad-tech firm marketing attention-based media ratings, has gotten the attention of the ad industry's researcher intelligencer, and has named six of them to a new strategic board of advisors. The board includes two former Advertising Research Foundation chiefs, as well as two of the ARF's Ephron Award winners.
- Nearly 50% of all programmatic OTT and CTV advertising goes to Roku devices, dwarfing other device makers, according to a Q3 2020 survey from ad-tech company Pixalate.
- Eye-tracking TV tech company TVision has added person-level measurement data now being used by ad-tech and media-measurement companies Xandr, Oracle Moat, VideoAmp and iSpot.
- Marketers don't fully understand technology's role in driving business and media goals, and few have learned enough since the onset of COVID-19, two studies suggest.
- Creative talent flooding into the marketplace will spur a new wave of entrepreneurs, establishing businesses that deliver agency and marketing services. Agencies like Dentsu, Havas, IPG, Omnicom, Publicis, and WPP will recover in 2021, but will not look the same, says Jay Pattisall, Forrester principal analyst. Virtual workplaces and an emphasis on digital execution point to combining technology and talent.
- Microsoft's partnership with the AI Foundation makes the tools available to organizations involved in the news process and political campaigns.
- "Advertising" and "marketing," and especially their use of "data," "targeting," and the potential for "abuse" were a big part of the five-and-a-half hours of Congressional testimony during the "Big Tech" company hearing on Wednesday, according to a MediaPost analysis of the transcribed testimony published by C-SPAN.
- PubMatic data shows how advertisers have changed their ad spend across key content categories, regions and media from March 1-7 vs. April 5-11.
- In the period prior to the impact of the pandemic on the U.S. ad marketplace, advertiser sentiment about TV's relative value was already eroding, according to a study released today by ad-tech firm Viant.
- In an effort to "modernize" the ad industry's guidelines for accounting for and dealing with new forms of digital advertising fraud commonly known as "invalid traffic," the Media Rating Council this morning released a draft of updated guidelines covering new threats involving in-app, OTT and other rapidly emerging digital ad environments, as well as a "decision rate" calculation for evaluating the coverage of digital ad fraud detection services.
- Despite the emergence of a Golden Age of data and ad tech, the ad industry still has fundamentally valued media either on an "opportunity-to-see" or a performance basis.That's about to change as several key developments begin shifting the industry to measuring what has actually been seen or heard, and perhaps most importantly, what people actually paid attention to.
- The milestone aims to show it is possible to achieve quantum speeds in a real-world system. In a research paper, Google scholars explain how the Google AI Quantum team developed a 54-qubit processor that performs a target computation in 200 seconds. They estimate the world's fastest supercomputer would take 10,000 years to produce a similar output. It's not clear how this computer would benefit the ad and marketing industries, or whether this development is the reason Google has invested millions and recently committed to investing $2 billion to offset energy use.
- White Ops' prevention API, supported by advanced bot detection techniques, accurately predicts and blocks bot-driven ad requests before a buyer bids on them.
- CMOs are slowing the "madness" of adopting marketing technology to focus on finding experts with the skills to make the tech work.
