MarTech Today: Google’s VR ad concept, PaveAI for Google Analytics & the final ads.txt

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:

• Google shows off its VR advertising concept
  Jun 28, 2017 by Ginny Marvin
  With the VR ad format still very much in the experimental phase, Google is looking to work with developers on testing it.
• Force-feed your marketing funnel now
  Jun 28, 2017 by John Steinert
  Contributor John Steinert explains how SiriusDecisions’ Demand Unit Waterfall serves as a wake-up call for marketers who are looking to find real, active demand in their markets and rapidly funnel it to sales.
• Innovid now screens inventory for HTML5 video ads for the first time
  Jun 28, 2017 by Barry Levine
  As Flash ads face their final fadeout, the video ad platform is working with authentication service DoubleVerify to keep away fraudulent or brand-hostile pages.
• PaveAI unveils AI-powered platform to turn Google Analytics into actions
  Jun 28, 2017 by Barry Levine
  Startup says this is the first Google Analytics tool that turns the data into news you can use about increasing leads or revenue.
• [FIRST LOOK] MarTech agenda is live!
  Jun 28, 2017 by Scott Brinker
  I’m excited to share the MarTech agenda, featuring more than 30 sessions and presentations from 40 marketing leaders. If you’re passionate about marketing, technology and management practices that deliver business results, then you won’t want to miss this event, October 2-4 in Boston. The conference program focuses on the three pillars of martech success: marketing, […]
• Startup Acquired launches new platform for managing mobile app install campaigns
  Jun 28, 2017 by Barry Levine
  The company says this is the first to ‘allow advertisers to act where their data is.’
• IAB Tech Lab issues final ads.txt specs to authenticate verified digital ad sellers
  Jun 28, 2017 by Ginny Marvin
  The initiative aims to give publishers and buyers a simple way to identify authorized sellers and help eliminate inventory fraud.
• TAG launches tool to help keep ads off apps that pirate content
  Jun 28, 2017 by Ginny Marvin
  Trade group members will be able to integrate the tool into their own systems to keep violating apps out of the ad supply chain.
• Calling all B2B sellers and marketers: Business as usual is holding you back
  Jun 28, 2017 by Sonjoy Ganguly
  Are you clinging to outdated marketing approaches and technologies? Columnist Sonjoy Ganguly says it’s time to shake things up and unlock ABM’s potential.

From Marketing Land:

• Google My Business website builder SEO review
  Jun 28, 2017 by Tony Edward
  Google recently released a website builder product for local businesses. Columnist Tony Edward dives in to see how it works and whether it’s worth your time.
• The SEO benefits of developing a solid site structure
  Jun 28, 2017 by Ryan Shelley
  Columnist Ryan Shelley explains why a good site structure can be highly beneficial for your search engine optimization efforts — and your users.
  
• [FIRST LOOK] MarTech agenda is live!
  Jun 28, 2017 by Scott Brinker
  I’m excited to share the MarTech agenda, featuring more than 30 sessions and presentations from 40 marketing leaders. If you’re passionate about marketing, technology and management practices that deliver business results, then you won’t want to miss this event, October 2-4 in Boston.
• 10 questions to ask when considering marketing automation software
  Jun 27, 2017 by Digital Marketing Depot
  You’ve decided to implement a marketing automation platform…great! This white paper from Sharp Spring details 10 things your agency should seriously consider before signing on the dotted line. Learn about 10 key questions to ask vendors, such as: Do they require long-term contracts or upfront fees?

From Around The Web:

• More Marketers Look to AI to Help Develop Content Marketing Strategies, eMarketer
• How to Backup Your WordPress Website, WPExplorer
• Static Site Generators vs. Flat-File CMS: What’s the Difference?, CMS Wire
• An Unsexy Truth: Emerging Tech Hinges on Local Data, Street Fight
• Four Use Cases of Machine Learning in Marketing, MarTech Advisor
• Twitter’s got ad tech ambitions but current challenges, Digiday
• Give and get the photos you care about, The Official Google Blog
• Changes to the Conversation endpoints in Graph API, Facebook for Developers
• Google unveils Advr, an experimental Area 120 project for advertising in VR, TechCrunch