A guide to adtech and how this technology is changing the marketing landscape.
MarTech is your source for advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Advertising isn’t just about growing brand awareness or planting a seed. Advertisers and their adtech partners can reach audiences big and small at any stage of the funnel, delivering cross-channel ads across multiple touchpoints. And they aren’t just using traditional demographics and ratings, they’re leveraging device-level or user-specific data, as well as contextual insights, to serve the right message to the right customer at the right time.
- Why we care about advertising: A marketer’s guide
- Why we care about adtech: The complete guide
- Why we care about video advertising
- Studies find big increases in ad fraud attempts and fake traffic
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
"It’s not just about the transactional value, but having an uplifting experience contributes to us having an affinity for an organization," says Shiv Singh, chief marketing and customer experience officer for LendingTree.
The multi-year agreement connects Affinity Solutions’ retailer purchase transactions with Omnicom’s data and analytics division, Annalect.
Taking a step beyond contextual advertising, GumGum identifies three components to serve relevant ads without using personal data at all.
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
Legislation like this could be a game-changer for every digital marketer although the text of the bill leaves important questions unanswered.
The Geena Davis Institute for Gender in Media is partnering with creative analytics platform CreativeX to give brands the ability to measure representation across all their advertising content.
The four new business attributes join the 32 Marketing with Purpose business attributes introduced in September.
Abhay Singhal sees "do not track" and the exit of third-party cookies as creating opportunities for innovation.