MarTech is your source for digital 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.
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How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business
Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few obstacles as possible.
New GPT-3 solutions can help speed up PPC ad and landing page copy creation
AI-generated copy isn't perfect, but these tools can churn out ideas and inspiration in a matter of seconds.
Customer journey orchestration
Why PPC automation wrecks some search marketers
PPC automation is not “PPC on autopilot” so you need to keep monitoring the machines to avoid mediocre results.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.
Microsoft Advertising adds brand safety with IAS partnership
Audience Network ads will be blocked from pages deemed to have moderate or high brand risk.
Microsoft Advertising expands LinkedIn Profile, dynamic remarketing, in-market audience targeting
B2B marketers can use LinkedIn Profile targeting in Search and Audience campaigns in more countries. Retail advertisers can retarget product engagers automatically with dynamic remarketing ads.
5 tips for starting international PPC
Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track performance.
Two things you need to turn PPC campaigns into winners
How account blueprints can drive flawless execution of your PPC strategy.
COVID is accelerating TV advertising’s transformation into an addressable medium
"They come for the targeting and stay for the attribution," says Simplifi's CEO about CTV.
Cooler Screens is trying to solve digital advertising’s ‘last-mile’ problem
The company offers unique in-store digital merchandising at the point of sale.
What do digital commerce advertising management platforms offer?
Looking to automate and optimize your ecommerce ad campaigns? Digital commerce ad management tools might be for you.
Ad fraud prevention firm CHEQ enters PPC market
The company says it offers the first cybersecurity-based platform for paid search and paid social ad fraud prevention.
What’s Digital Commerce Advertising and what tools can help?
A convergence of phenomena in interactive advertising and retail are contributing to growth in this category.
YouTube Select: YouTube’s new premium advertising program adds connected TV targeting
Brand advertisers will be able to target TV screen viewing for the first time.
17 ways PPC can help your business survive economic crisis
Nimble, measurable, and cost-effective ways to market in challenging times
Have we hit bottom yet? What new earnings reports say about COVID’s impact on digital advertising
The hit in mid-March was sudden and dramatic, but there appear to be signs, including from media buyers, that the worst is over.
Microsoft Advertising UI: What’s new (so far)
Love it or hate it, the double sidebar makes context switching a lot easier as you move between ad accounts or from other search engines.
Considering software to manage your digital commerce advertising? Here’s what you need to know.
There's more tech than ever to help you scale up ads on Amazon, Walmart and other commerce platforms.
Don’t misinterpret the data: Evidence-based advertising needs experience-based context
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.
An agency veteran goes in-house to help build and lead a new PPC team
T-Mobile's Natalie Barreda shares insights on bringing PPC in-house -- and advice for building strong agency relationships.
Twitter says ad tech and product updates will improve direct response advertising
The company reported mDAUs rose 21% to 152 million and ad revenue growth rebounded a bit in Q4 2019.
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Soapbox: The death of cookies will bring new life to advertising
We must create personalized experiences to demonstrate real value that is focused on the consumer’s needs.
Merkle launches digital advertising solution for retailers to monetize their customer data
New Stream Media aims to help retailers develop media programs for brands. The solution taps Google's ad stack.
3 Easy steps to complete your annual PPC checkup
Use these techniques to make sure your PPC accounts are in great shape all year long.
Customer journey orchestration
Automation layering is driving PPC so get onboard in 2020
This is the year to let the search engines perform the complicated tasks so PPC practitioners move back to the pilot’s seat to drive better results.
Social media advertising woes: Where do brands fall short?
Regardless of which platform you use, it's important to target with purpose, define audiences strategically and develop impactful content.
Why are you making PPC budgets so difficult?
Here’s how to keep your head on your shoulders and make much easier, simpler work out of your budgets.
Stock photo service Unsplash launches image-based advertising for brands
The new offering could bring visibility to brand content that users might not see otherwise.
Keep your LinkedIn advertising strategy focused in 2020
Contributor and SMX speaker, AJ Wilcox, explains in this video how a simple message and focused audience works best when advertising on LinkedIn.
How to create PPC reports people will actually read
Stop wasting hours of your week building reports that don’t even get opened.
How deep learning can reduce bias in advertising
Algorithm design, data and implementation are key to minimizing prejudice.
Podcorn launches self-serve podcast advertising platform
The platform uses machine learning to connect advertisers to relevant podcasts.
5 audiences you should exclude from your PPC campaigns
Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many times.
Stop managing your PPC campaigns the difficult way
It’s time to embrace easier, simpler and time-saving ways to manage and optimize your ads.
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass
It'll take less than 10 minutes and the All-Access pass is worth nearly $2,000.
Digital advertising is not the dot com bubble, improper attribution is
The real problem in paid search right now is our belief that we can track everything.
Don’t abandon traditional in-home advertising channels, they still work
There’s a growing disconnect between where brands are spending ad dollars and where consumers are actually making purchase decisions.
Search Engine Land unveils Periodic Tables of PPC at SMX East
The new resource breaks down key facets of paid search marketing, from ad types, to analytics and more.
Help us chart Amazon’s growth as an advertising platform
Please fill out our survey to help us understand how marketers are prioritizing Amazon and other digital commerce advertising platforms.