Google said Monday it will let marketers use their first-party CRM data to target specific users based on hashed email addresses. The product is called Customer Match. While Facebook and Twitter both enable CRM matching, that Google now allows it constitutes “a seminal shift for first-party, addressable targeting,” said Merkle’s EVP of digital strategy, Matt […]
Merkle, which bills itself as one of the industry’s largest privately held agencies, is moving beyond database services into tech territory. The company on Monday launched MerkleOne, its version of a people-based marketing platform for advertisers and publishers, including inaugural sell-side partner News Corp. “M1 will enable advertisers to bring their own data, anonymize IDs […]
Pirated content and ad fraud are like a nefarious version of peanut butter and jelly – but there’s not lot of awareness in the industry about their connection. “The people who create pirate sites are the same ones who perpetrate clickbot fraud – they’re the ones who spread malware and create the armies of bots that generate […]
Global media powerhouse Carat has lowered its 2015 global ad spending forecast from 4.6% to 4.0%, reaching $529 billion, in the wake of a similar ad sector demotion from rival agency group Zenith Optimedia. “That’s the new normal [for growth],” said Jonathan Barnard, Zenith’s UK-based head of forecasting. Barnard cited volatility in the eurozone, slowdowns […]
As agencies face increasing pressure to produce more content with shrinking budgets, some are streamlining production with in-house capabilities. At least, that’s what WPP had in mind when in 2009 it partnered with Hogarth Worldwide, a global marketing implementation firm. As a sister organization to WPP, Hogarth acts as a production and global distribution resource […]
Rob Norman, GroupM’s global chief digital officer, foresees a future without fragmentation. He also expects more walled gardens, although “walled” won’t necessarily mean “closed.” Speaking on Thursday at DMEXCO in Germany, Norman outlined how agencies and advertisers will adapt to the rise of a handful of major consumer platforms and applications. “When you think about […]
Brands are on the constant hunt for engaged audiences. It’s why they attend upfronts for television, NewFronts for digital, future fronts for programmatic, podcast upfronts for audio – and, now, AppFronts for apps. General Electric hosted its first AppFronts on Tuesday in New York City, gathering together an audience of brands and agencies for an event […]
Publicis Groupe’s VivaKi will officially release a tool called Quality Index (QI) at the end of this month, designed to streamline inventory sources, manage multiple KPIs and cross-check viewability. QI has been in Beta since late 2014, and will be part of an internal UI called the VivaKi Operating System (VOS) Platform that VivaKi is building […]
The ongoing media reviews have created inroads for agencies to use creative, informed by data, as a strategy to win new business. In a bid to take advantage of this growing opportunity, Initiative, the IPG Mediabrands-owned agency, hired Nick Childs as its first-ever global chief creative officer on Sept. 1. “As a lot of media […]
The digital media industry is mourning Curt Hecht. Hecht passed away this week at the age of 47, ending a brilliant 26-year career at Publicis Groupe and The Weather Company. His death has come as a shock to many, not only because of Hecht’s intellectual and physical vigor but also because he chose to keep […]
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
Colgate-Palmolive redesigned all of its consumer-facing sites and apps to make it easier to collect opted-in first-party user data.
History can be a burden for a brand, if it means that company is too set in its ways to pivot and try new things. Just consider e.l.f. Cosmetics, the digitial-first, social-native brand that made good.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
A group of 20 web app developers sent a letter to the CMA claiming the regulator’s proposed remedies for increasing competition among mobile browsers do not address barriers to entry for mobile web extensions on iOS and Android.
“There are billions of additional screens outside of mobile phones,” says Dan Page, TikTok’s global head of partnerships and new screens. “We want to be in all of them.”
