MarTech Today: AT&T buys AppNexus, Squadhelp adds AI for inventing names & more

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web.

From MarTech Today:

• AT&T buys ad exchange AppNexus
  Jun 25, 2018 by Barry Levine
  Following the Time Warner purchase, this new acquisition positions the telco as a content and programmatic advertising powerhouse.
• Squadhelp adds AI to help invent successful brand names
  Jun 25, 2018 by Barry Levine
  With AI, the Chicago-based platform can add visual search, performance tracking and name generation to its crowd-sourced naming platform.
• How focusing on brand value creates revenue growth
  Jun 25, 2018 by Scott Vaughan
  Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.

From Marketing Land:

• Content optimization vs. SEO — What’s the difference?
  Jun 25, 2018 by Digital Marketing Depot
  Keyword optimization is a framework for SEO. Similarly, you could say that topic modeling (how words and phrases are interrelated) is a framework for content optimization. With the rise of semantic search, the goal is to cover a topic rather than zoning in on a specific keyword.

From Around The Web:

• Only 17% of email marketers planning for AI, more than half will innovate with automation, Econsultancy
• Shopify rolls out messaging app for merchants, Retail Dive