Marketing Day: Google Marketing Platform, YouTube pre-roll, MediaMath & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

• Is YouTube serving up more pre-roll & mid-roll video ads?
  Jun 29, 2018 by Amy Gesenhues
  SEO consultant and podcast host Dan Shure spotted six total ads displayed during a 17-minute video.
• Twitter undergoes reorg, makes former Periscope co-founder head of products
  Jun 29, 2018 by Amy Gesenhues
  Kayvon Beykpour, the co-founder of Twitter’s Periscope video app, will head up the company’s product team.
• Is third-party data targeting more effective than contextual targeting?
  Jun 29, 2018 by Barry Levine
  A new report from performance marketing agency Roast and ad platform Teads tested whether the costs of user data targeting and of complying with GDPR are worth it.
• Getting it done: how to overcome common link building blockers
  Jun 29, 2018 by Paddy Moogan
  Link building is tough to begin with and made harder when company policies slow down the workflow. Contributor Paddy Moogan looks at ways to identify and work around common link-building blockers.
• SMX Advanced Recap: Bing’s Fabrice Canel keynote
  Jun 29, 2018 by Eric Enge
  Contributor and SMXpert Eric Enge recaps the opening keynote and big announcement by Bing’s Fabrice Canel at SMX Advanced 2018.
• Why MediaMath ‘unjoined’ the Ad ID Consortium
  Jun 29, 2018 by Barry Levine
  And instead joined the IAB Tech Lab’s DigiTrust, now allied with the Consortium.
• How social networks usurp Google’s local search dominance
  Jun 29, 2018 by Wesley Young
  Google may dominate most results, but not local search. Contributor Wesley Young looks at how Facebook and other social networks take a significant share of local search away from Google.
• Parsing pages: Is it better to update or remove thin content?
  Jun 29, 2018 by Kristopher Jones
  There are three basic strategies for dealing with thin content: update, redirect or noindex. Contributor Kristopher Jones looks at each and says to always keep the purpose of the content in mind when making any change.
• How to take advantage of strategic PPC audience targeting
  Jun 29, 2018 by Amy Bishop
  Contributor Amy Bishop shows us how to use audiences within paid search campaigns to target and convert prospects more effectively.
• National ads, local results: Where should you be putting your money?
  Jun 29, 2018 by Jacob Baadsgaard
  Discover which locations are your money-makers and focus on maximizing revenue, not exposure in unprofitable places, says contributor Jacob Baadsgaard. Here’s how to dig into the data and figure out where to put your ad money.
• Practice useful marketing for local business content success
  Jun 29, 2018 by Jamie Pitman
  As a small business owner, you fight big brands and a ranking system that favors them. How can you compete? Contributor Jamie Pitman shares 3 tactics to take on the competition by using smart and useful content.
• How to create an ROI-based management approach for paid search success
  Jun 29, 2018 by Megan Taggart
  Contributor Megan Taggart explains how to incorporate a long-term ROI management approach strategy when inheriting, creating or optimizing a paid search account.
• Now that GDPR is here, what do US companies do if they have a breach?
  Jun 29, 2018 by Robin Kurzer
  Though enforcement is unclear and state laws vary wildly, companies in the US should report GDPR breaches to their local DPA with 72 hours. Probably.
• Google announces Google Marketing Platform Partners program
  Jun 29, 2018 by Ginny Marvin
  The program includes more than 500 companies certified to provide resources or training on using Google Marketing Platform products.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

• The MarTech Minute: Infutor unveils new digital ID product, NetBase releases new analytics solution & a slew of executive moves
  Jun 29, 2018 by Robin Kurzer
  The martech week in review: News and announcements in marketing technology this week that you might have missed
• If you use mobile location data, it’s time for a mid-course correction
  Jun 29, 2018 by Gladys Kong
  Contributor Gladys Kong argues that the massive influx of mobile data and changing user patterns demand that location data companies step back and assess whether their models continue to be valid.
• California lawmakers approve highly contested new data privacy rules, staving off a November ballot initaitve
  Jun 29, 2018 by Robin Kurzer
  The legislation echoes GDPR and affords consumers greater control of their personal data.

Online Marketing News From Around The Web:

• 3 Interactive Content Marketing Tools You Need to Be Using, Maximize Social Business
• Comment: YouTube could save a lot of creator frustration by just being more transparent, 9 to 5 Google
• Facebook and Twitter now let you see anyone’s ads: Here’s what we found, Distilled
• Here’s Exactly How We Got 105k+ People Using Our Chatbot, Hubspot
• How CMOs Drive Business Growth, Marketing Profs

About The Author

Debra Mastaler

Debra Mastaler is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search marketing conference circuit as a speaker and trainer. Debra serves as a judge for the Landy Awards and is the President of Alliance-Link.com. Connect with Debra on Twitter and LinkedIn to stay in touch.