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Good morning, Marketers, the dividing lines are shifting in digital marketing strategy, and especially in advertising. Some lines are vanishing.

It used to be that DTC brands were heavy on digital, and big CPG brands unloaded their budgets on television. Now consumers are streaming TV everywhere, and companies of all sizes can test social commerce functions on major social platforms to catch high-intent customers closer to the sale. After all, the customer could be viewing the content while in line at a brick-and-mortar checkout, or waiting for their partner who’s in a fitting room.

Just this summer, I was discussing DTC strategy with Extreme Reach CMO Melinda McLaughlin. It made sense when she told me that DTC brands like to optimize campaigns in real-time, and might stay clear of CTV. But what if CTV got more connected with brands and contextual ads within the programs? Then, a classic movie fan watching E.T. the Extraterrestrial on-demand would be just another real-time lever in the omnichannel campaign for a DTC nostalgia shop or second-hand clothes store, or for a marketer on the Reese’s Pieces team.

Chris Wood,
Editor

Jana Partners slams Zendesk’s proposed Momentive acquisition

Zendesk investors launch a savage public attack on the deal.

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Uber OOH selects Vistar Media as SSP programmatic partner

Marketers will have access to over 3,000 cartop screens in major U.S. markets.

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Webinar: 5 Ways to Fix the Trillion-Dollar Marketing & Sales Misalignment Problem

Misalignment between marketing and sales isn’t just costing you sleepless nights. It’s a trillion-dollar problem in B2B marketing and sales. While the feud between marketing and sales is costly, it can be avoided. Join our experts for this webinar and discover best practices and tools to create more harmony between revenue teams. From actionable campaign plays you can steal to technologies that keep your teams honest, this is a can’t-miss webinar for any marketing leader.

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FuboTV acquires AI vision platform Edisn.ai

With the ability to automatically recognize actors, athletes and brands on live TV, a field of play opens up for CTV commerce.

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How ABM strategies bring marketing and sales together

Expert says personalized communications is one way to help bridge the marketing and sales divide.

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Use this assessment to gauge team alignment with agile marketing values

This survey will help you to find out how they feel your company is currently doing in relation to these principles.

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