Data
MarTech is your source for information on marketing data. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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LiveRamp adds outside quality scoring to its third-party data marketplace
The first outside provider, Lucid, tests the third-party data segments against panel-based surveys that are linked by cookies.
I’m a customer. Please get to know me.
Getting to know your customers pays dividends in lots of overlooked ways. Contributor Evan Magliocca explores some of the possibilities.
Have we reached peak smartphone, and what does that mean for marketers?
There's no reason to change course; everyone must still optimize for mobile.
The story of data, Part 4: Will it ever be truly secure?
Breaches. Hacks. And a growth industry in data protection services. Still, most experts are skeptical that data can ever really be safe from infiltration.
French group files GDPR complaints against Facebook, Google, Apple, Amazon, LinkedIn
The issue of 'forced consent' is at the center of the seven complaints.
How brands can find and keep customers without third-party data
With third-party data diminished by GDPR, Apple, Google and issues of quality, some marketers want to live primarily on first-party data.
Magnetic unveils Live Audiences, calling it the industry’s ‘first AI-optimized audience segmentation product’
The technology offers advertisers customized audience segments that can be used in any DSP.
Despite recent events, people still positive about internet’s impact on society
But survey shows education, geography, income and age impact sentiment.
GDPR day 1: Google and Facebook sued for ‘forced consent’
In addition, some US publishers are blocking EU access to their sites to avoid GDPR liability exposure.
It’s GDPR Day! Now what?
It may seem like we've reached the finish line, but this is just the beginning of an age of enhanced data privacy laws and protections.
Answers to email marketers’ niggling questions about GDPR
Contributor Kyle Henderick consults with his colleague to dispel likely areas of confusion about the data regulation.
IAB Tech Lab releases a Data Transparency Framework
The proposed standards would establish a kind of ‘ingredients label’ for data segments.
Google to join IAB Europe’s Transparency and Consent Framework
But questions and concerns about Google's GDPR-compliance plans and guidance to publishers remain as the company prepares for a meeting with publishers on Thursday.
NinthDecimal’s new Visit Metrics turn O2O data into ‘always-on’ optimization tool
Visit Metrics complement existing offline Attribution Metrics and give marketers tools to adjust campaigns depending on their objectives.
Ahead of GDPR, Apple gives EU users a way to download their data histories
The privacy portal launches just days before EU's GDPR goes into full effect on May 25.
Oracle-owned Grapeshot launches a contextual targeting solution for video ads
Called Video Context, it employs automated transcriptions from video content’s audio tracks to categorize the video for instream ad placement.
The story of data, Part 3: Who owns it?
Most marketers say that while consumers are the true owners of their own data, data controllers are responsible for its stewardship once it's shared.
Data controllers and data processors: The difference and why it matters in GDPR
As the May 25 deadline for compliance with the European legislation looms, it's increasingly important to understand the difference between the two key roles.
3 management models that help streamline today’s martech operations
Contributor Andy Betts outlines three ways of thinking about your marketing department in this age of rapid innovation.
The MarTech Minute: Centro integrates with Tapad, Madison Logic partners with Marketo & more
The martech week in review: News and announcements in marketing technology this week that you might have missed.
3 steps to mastering account-based measurement
All this data we've got at our fingertips isn't useful unless we apply it practically. Contributor Peter Isaacson offers specific steps to help you uncover actionable insights.
Why your media decisions matter for campaign location attribution
Vendors may seem to hold all the cards for location-based campaign measurement, but contributor Gladys Kong explains how your media buys have a substantial influence.
Dialpad buys TalkIQ and adds AI to UberConference and other services
The new features include Smart Notes, which immediately summarize a call and generate a list of action items.
PulsePoint launches Genome to centralize data for healthcare advertising
The ad exchange says this is the first of its kind and that it answers “the call for unification of data for marketers.”
Questions remain about GDPR enforcement in the US as the compliance deadline inches closer
The European law provides for regulatory oversight for its member states, but it's unclear about who will enforce it outside the EU.
Influ2 launches what it calls the first person-based marketing B2B ad platform
The company says account-based management is not an effective or efficient way to engage with enterprise-level B2B influencers.
Unlocking higher marketing ROI with unified measurement: A step-by-step approach
Contributor Rex Briggs outlines a process for finding a competitive advantage through unified measurement.
The story of data, Part 2: Where are we now?
Hyperlocal, across all channels, everywhere you are: We’re currently knee-deep in the era of personalization.
Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’
Marketers say that this move is part of a larger trend by companies like Google to control measurement and attribution metrics.
Driving calls with PPC: 5 mistakes most search marketers make
Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business. Using PPC to drive calls is a common tactic in any considered purchase category where […]
Attention + intensity: Tips for navigating the new age of media strategy
Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment.
Billboard-measuring Geopath enters the 21st century with new geolocation platform
Called Insights Suite, it updates the 75-year-old nonprofit organization’s previous methods that employed federal traffic data and surveys.
Google issues updated GDPR guidance to publishers on how to gain consent from users
Despite publishers' claims that some of Google's policies are self-serving, the company asserts it is in line with GDPR.
IAB says digital ad revenues up 21% to $88B in 2017. Left unsaid: The duopoly dominated that growth
Mobile grew 36 percent year over year to $49.9 billion, accounting for 57 percent of overall digital ad revenues in the US.
Fuel Cycle expands its audience research platform with launch of exchange for third-party tools
Described as the first of its kind, the Exchange integrates analytical and other third-party tools within the platform.
Prediction, anticipation and influence: The importance of AI and machine learning in loyalty programs
Contributor Jose Cebrian explains how artificial intelligence and machine learning have great potential to transform loyalty programs.
As GDPR approaches, marketers are moving away from their reliance on third-party data
Upcoming European data privacy rules restricting the use of cookies means that companies can no longer track prospective customers across the web.
The story of data: How did we get here?
Consumer data has been collected since the beginning of commerce. What happened to make it so valuable?
Three AI marketing trends for brick-and-mortar retailers
It won't be easy, but contributor Daniel Faggella explains how real-world retailers will employ artificial intelligence in the coming years.
Facebook unveils new analytics features, including a tool to track the omnichannel journey
The social media company made this announcement -- and many others -- at F8, its developer conference in San Jose.