Category archive for: Advertising

The Digital Marketing Slush Fund

August 27, 2015 | 0 Comments

A CIO, CMO, and CFO walk into a bar. The CFO says, “OK gentlemen, who’s buying?” (Yes, they’re all men.) The CIO points to the CMO and says, “He should, after all he always drinks more than both of us combined.” The CMO smiles and says, “That may be true, but I think our friend… Read More

Why the Coming Mobile Ad Wars Matter to Marketers

May 18, 2015 | 0 Comments

FT recently broke the story of alleged plans by mobile carriers in Europe to use ad-blocking tech from a company called Shine to intercept ads on their networks. Shine is an Israeli company that got its start in high-tech security and anti-virus solutions for carriers and has now developed ad blocking solutions that are “embedded in… Read More

Verizon and AOL: What It Means for Marketers

May 12, 2015 | 1 Comment

Verizon’s bid to acquire AOL for $4.4B dollars seems like a head-scratcher at first, but on closer inspection makes a great deal of sense for both companies and, more importantly, could offer substantial benefits to the marketplace, especially marketers, who should pay attention to its implications. Before we can analyze it rationally, we must first… Read More

The Personification of Digital Marketing

March 20, 2015 | 1 Comment

Digital marketing has been a wellspring of new and re-purposed vocabulary. From “1st-party data” through “engagement,” and “programmatic” to “verification” this industry has not been shy about injecting words with new meanings. But over the past few months it’s become clear to me that there’s a broad category of practices at the center of digital… Read More

More Predictions for 2015

January 2, 2015 | 1 Comment

The dawn of a new year is a traditional time for predictions. Gartner published many back in November, including these from the Marketing Leaders team (subscription required), but not all of our predictions made it into our reports. For one thing, the ones we published looked at longer horizon than just the coming year. They… Read More

Oracle and Datalogix Make Strange Bedfellows

December 23, 2014 | 1 Comment

If anyone had any doubts about the seriousness of Oracle’s intention to be leader in digital marketing solutions, its decision to buy Datalogix should erase all skepticism. (Announcement here.) Most industry watchers predicted that Datalogix, a leader in tying offline consumer purchase data to online identity and behavior, was about to be acquired by Nielson… Read More

What We Can Learn from Google Contributor

November 21, 2014 | 0 Comments

At first it might seem counterintuitive: a company that makes 90% of its revenue – about $54 billion a year – from advertising offering consumers a way to block its ads. On closer inspection though, the Google Contributor is genius, and likely to be full of insightful discoveries for marketers and publishers. First, it’s undoubtedly engineered… Read More

Publicis.Sapient Marks the End of an Era

November 3, 2014 | 0 Comments

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO.  It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta in 2011, then LBi in 2012 (which formed DigitasLBi).  Now he’s acquired what he referred… Read More

I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics

October 2, 2014 | 0 Comments

We’ve all met a few: the master sales person. Armed with the same product and the same audience, these people outsell their peers by orders of magnitude. Clearly, personality and looks are a factor: they appear more trustworthy, more credible and forthright. But there’s something else. They’re also experts at reading a prospect’s signals –… Read More

Facebook Goes Programmatic and Other Tales from Ad Week

September 30, 2014 | 0 Comments

If you missed it, Facebook’s relaunch of Atlas, the ad server it bought from Microsoft last year, is big news. It will enable marketers to apply the targeting capabilities they use in their Facebook campaigns to advertising across devices and publishers. By applying Facebook’s ubiquitous identity system and its wealth of user data to the… Read More