MarTech Today: The Ultimate Guide to GDPR, AR struggles to scale & Google’s Physical Web loses the Chrome browser

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web.

From MarTech Today:

• Our ‘Ultimate Guide to GDPR’ launches today
  Nov 13, 2017 by Robin Kurzer
  The General Data Protection Regulation will be enforceable starting in May 2018. Our new guide provides history, context and guidance.
• Forrester Wave report on web analytics: Adobe, AT Internet score top rank
  Nov 13, 2017 by Barry Levine
  The first such Wave since 2014, the report notes how web analytics tools fit into the wider category of digital intelligence.
• Even with hype, AR struggling to scale
  Nov 13, 2017 by Evan Magliocca
  Despite all the excitement around augmented reality, it’s still struggling to find its place in retail. Columnist Evan Magliocca discusses the hurdles that AR will need to overcome to gain ground in 2018.
• Google’s ‘Physical Web’ loses the Chrome browser
  Nov 13, 2017 by Barry Levine
  The company’s vision of beacons broadcasting URLs to its browser bites the dust, but URLs into Android’s Nearby remains.

From Marketing Land:

• 7 ways to use dynamic content and multiply your conversions.
  Nov 13, 2017 by Digital Marketing Depot
  Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.
• Your brand vs. social algorithms: The conundrum of 2018
  Nov 13, 2017 by Blaise Lucey
  Brands are finding themselves at the mercy of algorithm changes from the likes of Instagram and Twitter. Columnist Blaise Lucey discusses what that will mean for your social and content strategy in 2018.

From Around The Web:

• New research: Understanding the root cause of account takeover, Google Online Security Blog
• Oath unveils RYOT Studio as its global creative studio for brands and agencies, Oath