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Few companies have the potential to dramatically alter the electronic content landscape like Google, which continues to regularly roll out new apps, tools and technologies that make digital publishers sit up and take notice. It's a big reason why Google's annual I/O conference is so closely watched by players in the industry. I/O 2014, held in late June, didn't fail to excite those eager to read the tech tea leaves and develop forward-thinking strategies for success. Here are five of the top takeaways from the conference of importance to content providers.

Posted Jul 16, 2014

A new study by Adaptly, Facebook, and lifestyle website Refinery29 has found that in digital advertising, sequencing ads that take individual consumers down the marketing funnel achieves better outcomes than a sustained call to action (CTA) message delivered over the same period of time. According to the report, sequencing ads on a personalized level increases overall view-throughs by 87% and conversions by 56%. Conducted in May 2014, the research was designed to help inform advertisers about how to improve their creative diagnostics, optimal frequency, and sequencing within Facebook.

Posted Jul 15, 2014

Covario, Inc., a leading independent search and content marketing firm, issued its Global Paid Search Spend Analysis for the second quarter of 2014, reporting that first half spending on pay-per-click advertising (PPC) by its enterprise technology, B2B, consumer electronics, and retail clients had a strong finish, rising 21% above the second quarter of 2013 and 2% ahead of this year's first quarter.

Posted Jul 15, 2014

Cloudwords, a cloud-based marketing globalization platform, announced Campaign Manager, a new enterprise-ready solution to provide marketers with a single strategic lens into all elements of multi-channel, multi-system, multilingual campaigns, programs and initiatives, allowing marketers to effectively plan, execute and track the localization of all marketing content for global launches.

Posted Jul 15, 2014

When the story of digital media is analyzed by scholars in the coming decades, I expect they will locate the current mobile migration as a critical moment in communication history. This is when the final shreds of 20th-century mass media were shed. This is when media consumption was, at last, completely detached from predictable settings and circumstances. Personalized, on-demand, fully untethered devices radically disrupt a media and advertising ecology that, during a century, had targeted its wares at morning newspaper readers, radio-prime-time and drive-time listeners, TV-prime-time viewers, and web office/home hours, etc. Sometime in the early 21st century, historians will recount that context became a fluid, highly fragmented concept.

Posted Jul 15, 2014

ActionX, a provider of mobile app and cross-screen retargeting, announced significant upgrades to its proprietary dynamic creative engine. Launched in Q4 of 2013, ActionX incorporates behavioral data into dynamic creative across mobile devices. The enhancements revealed include a new Mobile Pop-Up Shop rich media ad unit, which allows for expandable ad units that are informed by first party data.

Posted Jul 10, 2014

Most of us are familiar with using social media to post status updates about our vacation, photos of our family, funny videos we find on YouTube, or tweeting about our favorite sports team. However, when it comes to using social media for business purposes, it is important to understand that the rules are different. Anything you post can be considered a form of consumer advertising; as such, you need to be careful not to post misleading or false information. This is especially true if you work in a regulated industry such as financial services, banking, healthcare, law, or pharmaceutical.

Posted Jul 09, 2014

Metamarkets announced the launch of a real-time analytics platform for programmatic advertising. The technology enables exchanges such as Chartboost, Flurry, Inneractive, Millennial Media, MobPro, MoPub, OpenX, Smaato, and Vungle to visualize billions of events as they happen and to share live analytics with clients and partners.

Posted Jul 08, 2014

There's really no escaping it. No matter how innovative your use of the latest tools and technologies in digital marketing may be, no matter how closely you follow industry trends and implement solutions that reflect the cutting edge in digital marketing practices, it will always come down to the bottom line-at least, as far as your C-level executives are concerned. Being able to demonstrate the dollar-for-dollar benefit that your marketing efforts provide to your organization is the elusive brass ring that marketers are perpetually striving to grasp.

Posted Jul 07, 2014

Widen Enterprises, a provider of digital asset management (DAM) software, launched new content distribution and collaboration features with version 7.2 of the Widen Media Collective. The latest version of Widen's flagship DAM system will make it easier for creative and marketing teams to manage complex projects, distribute content, and track engagement across the internet.

Posted Jul 03, 2014

newBrandAnalytics (nBA), a social intelligence expert for consumer-centric businesses, announced its newest product offering. Pulse is cloud-based software that helps customers gain real-time visibility into trending topics and conversations that impact their brand and product perception.

Posted Jul 03, 2014

Now if publishers like the New York Times can offer such a variety of digital options for consumers to choose from, why can't they give advertisers more options when placing a digital ad to reach those consumers? Giving people choices works. And if print subscriptions have decreased, wouldn't it make more sense for media companies to focus on creating more dynamic digital ad options for customers looking to advertise?

Posted Jul 03, 2014

Have you ever watched teenagers play "Call of Duty" for hours on end and wondered what kind of magic keeps these users so deeply engaged? More importantly, have you ever wondered how you might be able to use this magic to engage your customers? It's not magic. It's gamification. Companies have been employing this technique for years--decades, even--but over the past few years, digital marketers have started to realize that gamification can take their campaigns to new levels.

Posted Jun 30, 2014

ADAM Software, a Digital Asset Management (DAM) and Product Content Management (PCM) software provider, announced that it has entered into a strategic sales and technology partnership with Sitecore, the global leader in customer experience management.

Posted Jun 26, 2014

Great content creation does not have to start with being a great writer. Let's take me for instance: I am a husband and father in my mid-30's with little time on my hands for anything outside of family, church, and work. Literally, that's about all I can handle. But you are asking yourself, how did you become such a damn good writer? (Thank you by the way). And how do you make time for it in your tremendously busy schedule? Well friends, here is my secret: I study copywriting.

Posted Jun 26, 2014

Entravision Communications Corporation, a diversified Spanish-language media company, announced that it has acquired Pulpo Media, Inc., a leading provider of digital advertising services and solutions focused on Hispanics in the U.S. and Latin America. The transaction will be funded from Entravision's cash on hand, and includes an initial payment of approximately $15 million and up to $3 million in contingent earn out payments based upon the achievement of certain performance benchmarks.

Posted Jun 24, 2014

The government is sitting up and taking notice of what it calls a growing threat to online safety and security: malware attacks. And if the industry isn't more careful, it may be forced to abide by stricter rules and oversight governing online advertisements that could come down the pike.

Posted Jun 20, 2014

DigiTrust is the first non-profit, industry-wide collaborative organization that will build technology solutions that improve the digital experience for consumers, publishers, advertisers, and technology platform. Just launched, DigiTrust was founded by twenty of the leading digital advertising technology platforms including 33Across, Casale Media, Centro, Dstillery, OpenX, PubMatic, Rubicon Project, RUN, Sizmek, and SpotXchange. As a first order of business, DigiTrust plans to take on the challenge of reducing the number of third-party requests on web pages.

Posted Jun 19, 2014

Being an omnivore can have its advantages-as evidenced by the evolutionary dominance humans have enjoyed over other animals that only eat meat or plants. Likewise, being an omnichannel marketer may give you a leg up on your competition in the survival-of-the-fittest game of appealing to contemporary consumers, say the experts.

Posted Jun 18, 2014

A new platform, BlogMeetsBrand.com, allows marketers to build custom social campaigns that channel the value of bloggers and other social drivers. Blog Meets Brand features a self-serve campaign planning module that gives marketers, PR Firms, Ad Agencies, and small businesses a structured approach for creating and developing influencer marketing programs.

Posted Jun 13, 2014

FunMobility, a provider of mobile engagement software and services, announced FunMobility Mobile Engagement Ad Units. These new ads offer an all-in-one solution for creating, targeting, launching, and measuring rich media mobile advertising. FunMobility has taken a complex process that has traditionally required multiple vendors and special technical expertise, and brought it under a single point solution. A market pilot with Burger King is currently underway.

Posted Jun 12, 2014

BrightTag, a provider of real-time, cross-channel marketing technologies, announced it has changed its name to Signal to reflect its focus on helping marketers strengthen the signals between brands and customers.The company also unveiled its Open Data Platform, a patented suite of products that helps brands make data and marketing technologies work better together to drive increased engagement, loyalty, and conversions.

Posted Jun 10, 2014

Imagine you are walking out of a store where you just bought some jeans. As your feet hit the pavement, you get a text. The text reads, "Spend just $10 more and you will qualify for a $100 gift certificate!" Is this great? Is this creepy? Is this effective? No matter your stance, this is the very, very new reality of real-time marketing.

Posted Jun 09, 2014

Kenshoo, a provider of predictive media optimization technology, announced the beta release of its newest digital marketing targeting solution, Intent-Driven Audiences (IDA). IDA matches clicks on search engine ads to audiences on Facebook in real-time. This allows marketers to show ads to consumers that have searched for specific keywords and also use Facebook's targeting capabilities.

Posted Jun 05, 2014

Globys, a provider of big data analytics solutions that specializes in contextual marketing, announced a major release of its Mobile Occasions solution that puts Google-like marketing experimentation and dynamic machine learning into the hands of CMOs.

Posted Jun 02, 2014

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