Oracle will acquire digital measurement firm Moat extending its marketing and data clouds’ abilities to provide digital advertising analytics to advertising clients and publishers, the company revealed Tuesday. [Read the release]. Deal terms were not disclosed. Moat will join the Oracle Data Cloud, which houses its Datalogix and BlueKai acquisitions. “Moat has grown its attention […]
Marketing may be a trillion-dollar industry, but its supply chain needs a makeover, says Microsoft’s CMO. “What makes marketing such a unique case is that the labor component is much higher than any other industry,” said CMO Grad Conn. “I think there’s a lot of opportunity to optimize the way we’re working in marketing and […]
When it comes to how buyers perceive the data management platform (DMP) market, it’s Oracle BlueKai’s game to lose, according to a new Advertiser Perceptions report. The research firm’s Programmatic Intelligence Report for Q1 2017 surveyed more than 1,000 decision-makers from agencies, advertisers, publishers and tech providers. Oracle BlueKai led the pack in brand recognition: […]
Dr. Martens, the iconic British boot maker popularized in ’80s and ’90s subculture, is adding a new sheen to its customer data strategy. Although each of Dr. Martens’ regional businesses in the UK, Americas, Europe/Africa and Asia is responsible for its own marketing, development and IP, the company’s digital efforts are converging as it eyes […]
On the heels of Google’s ongoing brand safety headache, MediaMath is trying to add a few safety bumpers to the sharp edges of the digital ad ecosystem. The programmatic buying platform took the wraps off a product on Thursday that aims to help advertisers find addressable audiences on brand-safe sites at scale. MediaMath vets a […]
Burger King’s stunt to activate Google’s Home device with a 15-second TV spot is the first deliberate attempt by a brand to tie paid media with voice-activated search, raising questions about how brands should approach advertising on smart home devices. On Wednesday, the quick-serve restaurant ran a commercial in which an employee asks, “Okay, Google, […]
As consumers went mobile, cookie-based data management platforms (DMP) like BlueKai – now Oracle Data Cloud – had to figure out a new data strategy. Oracle Data Cloud, which employs 1,000 people, hooks into multiple digital and TV platforms to differentiate its DMP offering. “We’ve really worked to have reach and meaningful scale through partnerships […]
The Digital Place Based Advertising Association (DPAA), an industry trade group spanning out-of-home media and advertising technology, on Monday released its first programmatic standards for digital out-of-home (DOOH) campaigns. The DPAA hopes these standards, which are like existing openRTB guidelines from the IAB, will facilitate digital out-of-home buys. The DPAA’s standards outline video ad formats […]
The agency-client relationship is ailing, and fixing what’s broken will involve deep organizational changes on both sides of the table – starting with the marketer. “The brand has to start with itself,” said Brigitte Majewski, Forrester analyst and author of a report released Thursday calling for a new agency operating model. “If you aren’t asking […]
After its merger with Starwood, Marriott is doubling down on paid media to drive awareness for some of its new portfolio brands. One ad campaign, “Go Beyond,” which launched this week, commemorates Sheraton Hotels’ 80th year in business. “We are trying a lot of new things in digital including people-based marketing and sequential messaging with […]
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.”
