The more things change, the more they stay the same. John Wanamaker’s old chestnut about wasting half his ad spend (but not knowing which half) pre-dates digital marketing by more than 100 years and yet it remains as true today as ever. Advertisers still waste media dollars, largely because targeting remains imprecise. They regularly retarget …
Missed part one? Read Timeliness is Relevance: Speed is the New Data Point of Differentiation first. Every day, as consumers search and browse, they are sending a live stream of digital signals to marketers about their intentions. These time-sensitive intent data signals are pure data gold. Because when marketers are able to capture and respond …
As consumer behaviors have become more immediate and span more channels, advertisers are increasingly focused on people-based marketing strategies to reach them. The picture is clear: A consumer walking down a busy retail street, checking a favorite social media app, reading an article from a favorite blog, and buying something from a local store. While …
Spending on programmatic will continue its meteoric rise to over $20 billion annually by 2016[1]. But the open question remains: is this trend a good thing for a publisher’s bottom line? Programmatic, at its core, is workflow automation software. And as such it has offered publishers and advertisers significant value by squeezing out inefficiency and …