Noting that mobile ad impressions monetized through private marketplaces saw a 37% year-over-year gain in Q4, PubMatic concludes that PMPs are increasingly popular venues for publishers using programmatic technologies. The advantage lies in the combination of automation and assurances that ads will always be placed next to safe content, Pubmatic concludes.
Tapad has unveiled a Customer Data Platform that's customized for different industries. The self-service platform lets marketers upload their proprietary data and match it against Tapad's customer data where they can create and manage segmented campaigns.
Businesses that employ artificial intelligence are 50% more likely to surpass their own goals, and 46% of brands intend to invest in the technology by the end of 2018, per Adobe's latest Digital Trends report that surveyed 13,000 industry professionals.
When initially rolled out, Amazon's instant-order Dash Button was thought to be a joke; however, by early 2017, the system was seeing as many as four sales a minute, according to TechCrunch. The success of this program is due to Amazon's focus on the customer experience, as customers are increasingly demanding to be able to order items wherever and whenever they want.
The chief marketing officer for the PGA Tour, Joe Arcuri, intends on making new fans his biggest priority for this year's event. Arcuri notes that new fans are required for growth and reports, "We've been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments. "
Digital advertising is a major driver as the global data market stays on track to nearly double in size from 2016, reaching $18.2 billion this year, per an OnAudience.com report. The US will remain the largest national market, but China's market is growing fastest of all and will reach $1 billion in 2018.
Pius Boachie offers tips on how advertisers can get noticed on the increasingly popular Instagram Stories, citing best-practice examples from brands such as Airbnb, which employs polls and user-generated content to spark engagement. NASA uses the feature to offer behind-the-scenes footage and more in-depth information that supports its regular Instagram content, and Bustle regularly lets influencers take over its account to expand its audience.
Pandora has announced that advertisers can now buy its audio ads programmatically via The Trade Desk, AdsWizz and MediaMath. Pandora CEO Roger Lynch talks about attracting users with an on-demand service for its ad-supported streaming and how the strength of its user data means advertisers are able "to create thousands of versions of an audio ad easily and efficiently" for the most effective personalized experience.
YouTube has officially outlined sanctions that could be applied to creators whose videos promote violence or cruelty or could traumatize or cause pain to participants or viewers. Creators who cross this line will be removed from the platform's premium Google Preferred ad program, could have certain videos or channels demonetized and could be barred from the site's trending video feature.
Luxury retail company Barneys New York has retooled its marketing strategy to cater to younger audiences, with a focus on physical, social and digital campaigns, CEO Daniella Vitale says. The company launched a Recommend app that allows sales members to recommend items to shoppers based on their purchase history, and Barneys has hosted events, such as "The Drop," that feature custom items and special performances.