Assessing blockchain for marketers: Potential is there but caution advised

Blockchain, like artificial intelligence and augmented or virtual reality, is a buzzword which currently produces more utopian dreams than use cases right now. A new report from advertising media behemoth GroupM aims to get past the fudging and explore the facts of how blockchain technologies can benefit marketers.

The report, authored by GroupM investment chief product officer Jack Smith, argues at a wider context the role of...

By James Bourne, 28 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Programmatic.

Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield

McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.

The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation...

The big ‘tech-tonic’ shift: As Amazon begins to break the advertising duopoly – what’s left for anyone else?

Google and Facebook have held a well-documented, vice-like grasp over digital advertising budgets for over a decade, commanding 56% of global digital ad spend in 2018. That’s a fairly lucrative share of a market worth £470 billion. Viewing these figures, it is easy to regard the incumbent digital...

By Eric Visser, 25 March 2019, 1 comment. Categories: Advertising, Advertising Technology, Search Marketing.

Google slapped with €1.49bn EU fine for antitrust in advertising

Google has been fined €1.49 billion (£1.28bn) by the European Commission for breaching antitrust rules for its online advertising services.

The Commission concluded that the search giant had abused its market dominance – exceeding 85% for most of the analysed time period – for favouring its own price comparison results for searches through its AdSense for Search platform.

By James Bourne, 20 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Organic Search, Search Marketing.

LinkedIn explores the ‘enlightened buyer’ and how marketers can influence the purchase process

As emerging technologies continue to pervade virtually every facet of business, technology buyers are becoming more aware and enlightened. A new report from LinkedIn has argued that marketers can be the key to driving customer decisions across the buying process.

The report, titled ‘The Enlightened Tech...

By James Bourne, 15 March 2019, 0 comments. Categories: Advertising Technology, Automation.

Brand suitability: Exploring the next generation of brand safety

Brand safety is big news. It is one of a trinity of major issues facing the advertising industry today, the others being fraud and viewability. But dig beyond the headlines and it is bigger news still – it’s time for advertisers to take a stand and look beneath the waterline.

News publishers risk being unfairly penalised and the industry is at risk of losing quality, independent journalism if advertisers are...

By Nick Welch, 14 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Facebook looking to remove ad relevance score to come up with more ‘actionable’ metrics

How relevant is relevant when it comes to advertising, exactly? Facebook is hoping to have the answer to this question with an update of its metrics.

The social giant is updating three of its ad metrics, focusing on improving relevance and reach as well as eschewing some of its lesser-used options.

The updated, more ‘granular’ ad relevance diagnostics, will focus on three...

By James Bourne, 13 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...