If you market products or services that have a long consideration cycle, chances are your efforts are focused on the bottom of the funnel. In B2B marketing and direct marketing for high-ticket items, ROI is usually the most important metric, so marketers tend to focus on getting those leads into the CRM and over to sales. After all, the faster those leads are generated and closed, the better the numbers look.Read More
As the number of marketers finding success with social media marketing continues to grow faster than time spent on social platforms, so competition for consumer attention is more fierce than ever before.
Last year, bot fraud represented a $7.2 billion global challenge to our industry. Like any challenge, it creates an opportunity to innovate and also to manifest our core values. We believe that transparency is the key to addressing the issue of bot fraud, and we’re making important and actionable progress in this area.
As the digital landscape continues to rapidly evolve, brand safety is increasingly becoming an area of serious concern. This issue has become especially acute in the the last year as brands have on occasion found themselves associated with content that may not entirely align with their existing brand identity. In Q1 2017, Google came under fire as multiple Fortune 100 brands discovered their ads alongside problematic content and material, reaching across YouTube and Google Display Network.
The television remains the most prominent and influential screen in the home, and TV advertising is about to get a lot more sophisticated. If you have not explored Programmatic TV, here are three reasons why now is the time to do it.