MarTech Today: Thinfilm uses blockchain, Forrester forecasts marketing automation & mastering the martech landscape

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:

• Thinfilm uses blockchain to extend the capablities of NFC-enabled ads, creating what it calls a new data point
  May 14, 2018 by Robin Kurzer
  Marketers can drive additional engagement by encouraging ‘tap events,’ where end users get details on a product’s history or provenance.
• CBS to offer live dynamic ad insertion through Nielsen partnership
  May 14, 2018 by Ginny Marvin
  The two companies are collaborating to bring addressable targeting to national broadcasts.
• First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption
  May 14, 2018 by Barry Levine
  The annual marketing spend for these platforms will more than double by 2023, the report predicts.
• 5 steps to mastering the modern martech landscape
  May 14, 2018 by Ryan Phelan
  Contributor Ryan Phelan shares a step-by-step process to identify the technology vendors that best fit your company’s needs.

From Marketing Land:

• Improving ecommerce text ads with ad customizer data feeds
  May 14, 2018 by Joe Martinez
  No more keyword-stuffed ad copy, please, says contributor Joe Martinez. Instead, use ad customizers to update feeds and shift your focus to value-based advertising that will drive sales.
• Improve paid search lead-gen with cohort analysis
  May 14, 2018 by Megan Taggart
  Adopting cohort analyses is a powerful means to assess trends, retention and path to purchase. Contributor Megan Taggart explains how to implement the model in your paid search reporting.
• Facebook says it has suspended 200 apps for possible misuse of data
  May 14, 2018 by Amy Gesenhues
  During the nearly two months since suspending Cambridge Analytica, Facebook reports it has investigated thousands of apps.
• Google issues updated GDPR guidance to publishers on how to gain consent from users
  May 14, 2018 by Robin Kurzer
  Despite publishers’ claims that some of Google’s policies are self-serving, the company asserts it is in line with GDPR.

From Around The Web:

• Apple’s App Store redesign improved app discovery, report finds, TechCrunch
• Engage more users: 3 tips for optimizing mobile app performance, Think with Google
• GDPR will pop the adtech bubble, Doc Searls Weblog
• Online Ad Targeting Does Work – As Long As It’s Not Creepy, WIRED