Digital Marketing

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Snap Inc. has selected Integral Ad Science (IAS), the analytics company that empowers the advertising industry to influence consumers, to review Snap brand safety protocols in effort to further reduce the risk of negative exposure for brands. IAS also joins the Snapchat Brand Safety Coalition, a group that will regularly convene to discuss Snap policies and approach, as well as industry best practices.

Posted Jun 01, 2017

When we consider the type of content that's being created and consumed in today's marketplace, who's really calling the shots? Is it the content creators, the agencies, or the brands? Or is it the silent partner--the audience?

Posted May 31, 2017

One of the best gauges you have for the success of your blog is the number of people interacting with your content (i.e., leaving comments and discussing your content on social media). It proves that your users aren't just visiting or browsing, but are actually interested in what you're saying. So what if nobody is responding to your blog? What can you do?

Posted May 31, 2017

The use of emojis—those little digital icons representing everything from sushi and sailboats to infinite variations on the smiley face—has become part of everyday life. Yet marketers have been hesitant to incorporate them into email campaigns, due to uncertainty about how their use may be perceived by both mailbox providers and subscribers.

Posted May 30, 2017

I contacted gen.video's CMO, Jason Katz, to ask him about the importance of influencer marketing this year. Here's what he had to say.

Posted May 30, 2017

In a digital marketing environment, experiences are becoming increasingly personalized. Consumer actions and interactions are constantly monitored, and the information gleaned from these interactions can be used to deliver content in different ways across multiple channels through various marketing automation and content tools. Using granular customer data, marketers can deliver micro-experiences to consumers.

Posted May 29, 2017

Outbrain, a discovery platform, launched Outbrain Programmatic Access (OPA), available on AppNexus, an independent advertising technology company. The service, available to customers worldwide, integrates programmatic demand partners into Outbrain's native ecosystem.

Posted May 25, 2017

xAd, a provider of location intelligence that drives sales, announced expanded partnerships with Media Rating Council (MRC) accredited organizations: DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat to foster trust and assuage growing concerns around viewability, ad fraud, and brand-safety in mobile advertising.

Posted May 25, 2017

Integral Ad Science (IAS), a technology and data company, has expanded its integration with The Trade Desk, Inc., a global technology platform for buyers of advertising, to offer brand safety data for desktop and mobile in-app video and display inventory through The Trade Desk platform. These enhancements make IAS the first company to provide mobile in-app brand safety data within The Trade Desk platform.

Posted May 25, 2017

With over 80% of internet users now owning a smartphone, more and more searches are being conducted via mobile devices. In fact, according to a study commissioned by Google, 42% of B2B researchers now use mobile for the purchase process. Suffice it to say, if you have a poor search marketing strategy for mobile then you might as well shut down shop and ferry your prospects to your competitors' doors.

Posted May 24, 2017

On the heels of its Appy Award win for best Sports App, Built.io-a technology provider with solutions that enable organizations to accelerate their digital transformation-announced the general availability of its Digital Fan Experience Platform, which it says allows the world's most successful sports franchises to reinvent how they connect with their fans.

Posted May 23, 2017

Here's a worrisome thought for marketers that can keep you up at night: Gen Z—a key demographic born between the mid-1990s and early 2000s—comprises 27% of the global population, commands $44 billion in purchasing power, and represents the first true generation of digital natives. But your efforts to reach them via digital ads could fail miserably, new research suggests.

Posted May 19, 2017

When considering technology as a marketer, maintaining a full scope of relevant options and channels that can be utilized is important. Here are items to consider in advancing your content marketing with the use of technology and to emphasize the most important aspect—your customer.

Posted May 18, 2017

Brainshark, Inc. and Seismic announced a strategic partnership to help organizations improve sales team effectiveness with an end-to-end sales enablement solution.

Posted May 16, 2017

Innovid Releases 2017 Global Video Benchmarks Study to Establish Industry Standards for Video Marketing and Measurement

Posted May 16, 2017

Outbrain, a discovery platform, begins the rollout of Outbrain Lookalike Audiences to help marketers reach new customers and engage with new people who are likely to be interested in their business because they "look similar" to existing customers or converters.

Posted May 16, 2017

If you thought that Russian meddling ended with the election, you'd be mistaken. While many marketing industry observers accurately described 2016 as "the year when ad fraud came out of the shadows," the year ended with a unceremonious thud when a company called White Ops launched a study claiming that a sophisticated Russian bot operation—dubbed Methbot—is ringing up as much as $5 million per day in fraudulent online advertising.

Posted May 16, 2017

Despite its long history, Mezzetta had not spent much time thinking about marketing. For much of its existence, the company had been focused on manufacturing and sales. But after hiring two new marketing employees, Mezzetta was ready to bring its products to a wider audience. With such a small team, content creation proved to be one of the biggest marketing challenges. Mezzetta needed help creating enough content to get its products in front of the masses—and so it decided working with influencers may be the best bet.

Posted May 15, 2017

LiveWorld, Inc., the social customer experience company, announced the expansion of messaging platforms supported through its comprehensive conversation management software. The SaaS platform enables brands to engage and converse 1-on-1 with new audiences, manage all their social media and messaging channels worldwide, and deliver more impactful conversational marketing campaigns.

Posted May 11, 2017

Aprimo, a provider of marketing operations tools, announced the launch of its next-generation campaign management solution, Aprimo Campaign. The solution lets mid to large-sized organizations, marketing service providers, and agencies connect to and manage their customer and prospect databases using the cloud, and extract key customer insights to perform smarter marketing.

Posted May 11, 2017

Following a comprehensive strategic review, IP Network will be transformed into a single point of contact for advertisers wishing to communicate outside their home territory and are keen to benefit from local expertise. As part of the strategic repositioning, IP Network will change its name to RTL AdConnect as of May 4, 2017.

Posted May 09, 2017

Tapjoy, the "Maximum Impact Platform" for mobile advertisers and app developers, announced a partnership with Moat, a SaaS analytics and measurement company focused on delivering products for marketers and publishers. The partnership provides Moat's independent viewability and attention measurement for video ads on Tapjoy's in-app inventory.

Posted May 09, 2017

In an increasingly competitive and fragmented age for electronic content providers, publishers might want to consider seeking revenue solutions less in the real world than in the virtual world. Rolling out virtual reality (VR) and augmented reality (AR) content is a good start—but especially for those digital content players that lack the resources to provide such immersive digital consumables today, hosting and creating short-form VR and AR ads may prove to be a more winning strategy in the near future.

Posted May 08, 2017

LivePerson, Inc., a provider of cloud mobile and online business messaging solutions, has launched an enterprise bot management platform. Designed to run multiple bots at scale in the digital, marketing, and care operations of large brands, LiveEngage for Bots is an extension of its LiveEngage platform, and allows these brands to deploy, manage, and measure bots in one place, directly alongside human workers.

Posted May 04, 2017

During its annual customer experience conference C3, Clarabridge, Inc., a provider of Customer Experience Management (CEM) solutions, announced CX Revolution—a vision to empower brands with the necessary tools to integrate data-driven customer experience into the fabric of every business. Driving a CX Revolution ensures a universal focus on customer experience across all levels of the organization.

Posted May 04, 2017

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