cross-platform marketing

This category contains 15 posts

People of Ad Tech: Lineate CEO Ben Engber

Lineate CEO Ben Engber tells WIT Strategy Partner Bill Brazell that while it’s easier to gather large amounts of data, many companies wonder what to do with it all. Engber cites an eMarketer report that 51% of companies today use 21 or more digital marketing solutions — which leads to orchestration challenges. Music: “Morning Rays”… Continue reading »

People of Ad Tech: Thunder CEO Victor Wong

Thunder CEO Victor Wong tells WIT Strategy Partner Bill Brazell that in a world of walled gardens, it has become increasingly important to have a place to create, store and distribute ads — and that’s the niche creative management platforms, or CMPs, have filled. Wong says creative has become the only common thread linking a… Continue reading »

Surviving Shifts in ROI Modeling

Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »

People of Ad Tech: Qualia CEO Kathy Leake

Qualia CEO Kathy Leake, an expert in cross-device marketing, tells WIT Strategy Partner Bill Brazell that 97% of venture capitalists are male — so if you’re a woman raising money, it helps to speak their language: Cut to the chase. Use bullet points. Explain your value in three minutes, because that’s all you have. Music:… Continue reading »

People of Ad Tech: Dynamic Yield CEO Liad Agmon

Dynamic Yield CEO Liad Agmon tells WIT Strategy Partner Bill Brazell that e-commerce is broken because there are too many chefs in the kitchen. The e-commerce tech stack is too fragmented, and each tool sees only a small part of the consumer’s journey. Agmon says that, like Facebook, e-retailers should run multiple, ongoing A/B tests… Continue reading »

People of Ad Tech: ThinkVine CGO Matt Nitzberg

ThinkVine Chief Growth Officer Matt Nitzberg tells WIT Strategy Partner Bill Brazell that, as Matt recommended in a recent AdExchanger column, brands should be careful to avoid making the mistakes some made when online advertising began. Rather than focus on low CPMs, Nitzberg argues, brands should prioritize the effectiveness of their marketing dollars. Music: “Morning… Continue reading »

People of Ad Tech: TruSignal Marketing VP Pete LaFond

TruSignal Marketing VP Pete LaFond tells WIT Strategy Partner Bill Brazell that his company uses offline profile data to better understand the people it’s targeting online. He describes an upcoming self-serve interface that will enable people to combine a sample customer list or CRM data with offline data. Finally LaFond, a former Yahoo exec, offers… Continue reading »

People of Ad Tech: Atomized CEO ChRiS Gomersall

Atomized CEO ChRiS Gomersall tells WIT Strategy Partner Bill Brazell that he came up with the idea for Atomized while serving as Facebook’s first creative strategy leader. He saw a need for a service that showed a marketer what each campaign looks like on each medium, in real time. (One marketer was dismayed to learn,… Continue reading »

The Top Five Makegood Articles of 2015

December rolls around, and another year has passed. Fifty-two weeks gone in a snap, with another set ready to roll out at the stroke of midnight, January 1st. And in that time, we’ve published some great pieces. We’ve listened to you, our readers, and noted the ones where you just couldn’t get enough. Last year… Continue reading »

People of Ad Tech: Lotame CEO Andy Monfried

Lotame CEO Andy Monfried tells WIT Strategy‘s Bill Brazell about the two methods of cross-device targeting: deterministic and probabilistic. Companies like Lotame make matches using unstructured data nuggets to tie devices together — relying on location, IP, and browsing habits to make it likely the two devices are linked. Lotame works on a number of… Continue reading »

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