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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TVSquared adds ‘who’ to its TV performance tracking by partnering with LiveRamp’s IdentityLink
Now, the service can track the digital impact of broadcast TV ads across devices and report back demographics to the brand.
Drawbridge pulls its ad business out of Europe ahead of GDPR
As the deadline for GDPR compliance nears, will other companies follow suit?
The ultimate guide to bot herding and spider wrangling
In Part 1 of a three-part series, Columnist Stephan Spencer does a deep dive into bots, explaining what they are and why crawl budgets are important.
Analytics 360 Suite customers can now set up ‘user groups’ in Google Analytics
User groups can help streamline the process of aligning account permissions across teams.
The price is right? Let the data answer that
Contributor David Dowhan says now that programmatic advertisers have nailed audience targeting, it's time to apply the same array of data to bid management.
Analog can scale too: What tech developments bring to local (non-ad tech) marketing
When you think local marketing, your mobile or local search may come to mind, but contributor Megan Hannay shares how technology is scaling more traditional methods of outreach.
How well do you know your customer?
You may think you know your customer, but what is your understanding based on? Contributor Evan Magliocca lays out some of the ways brands' insights fall short.
Maximizing conversion rates
Learn how to create a structured approach to improving online conversions to significantly impact both sales and ROI.
Bedrock Data unveils software to help SMBs unify customer data
The new Fusion software is designed to automatically resolve data from multiple sources, creating blended customer data that is ready for analytics.
Report: 5G will drive $12 billion in new mobile commerce revenue by 2021
Adobe report: Smartphone traffic is growing but visits are shorter.
The death of the mass market and why consumers couldn’t be happier
The environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today.
Facebook CFO David Wehner says it will be GDPR compliant, active user numbers may be affected
Wehner told an investor meeting Wednesday that the social media giant is ready for the EU regulation.
Why attribution can be overrated & create unintended consequences
Sure, attribution can be helpful, but contributor Scott Vaughan warns you must keep your eyes on your ultimate goal to avoid getting distracted.
FTC PrivacyCon: Your email address is leaking and vulnerable
Opening an email can unknowingly share your email address with other vendors, and hashed emails -- a popular ‘protection’ among data providers -- can be hacked.
A contrarian view on GDPR: How it will strengthen online advertising
Based in the UK, contributor Grace Kaye has given a lot of thought to how the General Data Protection Regulation will affect first-, second- and third-party data. Here's her analysis.
Centro’s Basis ad platform now shows unified creative-level data across programmatic, search, social & display
Marketers can evaluate messaging performance across channels in one place.
Placed introduces ‘Placed Insights’ to educate the market about location data
Free tool allows users to compare foot traffic and drill into audience data.
Ogury launches Active Insights, a competitor intelligence solution for app marketers
The mobile data company says it has created the "first complete app ecosystem intelligence solution."
SAP-owned Gigya offers a new GDPR-friendly consent tool
But that and two other identity/profile tools only apply to known users.
Supreme Court to hear case called ‘existential threat’ to cloud computing
The case involves a lawfully obtained search warrant seeking email data stored on a server outside the US.
Super Bowl ad rankings: Trust your gut or employ rational thinking?
What's the "right" way to measure the success of your advertising? Contributor Peter Minnium says the answer is "it depends," and goes on to explain why.
New MarTech Today report: A Marketer’s Guide to Integration Platform as a Service (iPaaS)
It’s a long name for tools that act as data switchboards, with different added features.
Microsoft 365 releases GDPR compliance and info protection features for its customers
The company is rolling out updates to its Compliance Manager and making it available to a more general audience.
Influential launches IBM Watson-powered platform to analyze a brand’s social audience
That analysis generates an overall marketing strategy about how the brand can best reach its consumers.
Mobiquity launches a blockchain layer for maintaining a data trail
The location data provider is one of the first to actually use blockchain technology for enhancing its platform.
Retailers with shopping apps now see majority of ecommerce sales from mobile
E-commerce is now a truly cross-device experience.
Evaluating location data measurement providers? Here are 5 questions you should ask
Contributor Gladys Kong lays out what marketers need to know about location data to plan and gauge the success of their campaigns.
Over a year out from P&G’s ultimatum: Are brands any safer? Is programmatic ad buying any more transparent?
In the absence of significant progress, marketers indicate that ad dollars may -- at least temporarily -- migrate back to TV.
Tapad launches a Customer Data Platform
The new offering moves the company into profile-based targeting and beyond its existing cross-device graph.
Three ways retailers can deliver meaningful 1:1 shopping experiences amidst the retail apocalypse through AI marketing
If you were paying attention, 2017 might have seemed like the year that industry pundits’ predictions about the death of retail finally came to fruition. The traditional Main Street took some major blows last year. Shopping mall mainstays like Wet Seal, Payless ShoeSource, BCBG Max Azria and Gymboree were among the casualties. Even behemoths like […]
Bynder’s acquistion of Webdam creates a global DAM powerhouse
The digital asset management company added Shutterstock's DAM business for $49.1 million.
GDPR introduces a new job position: The data protection officer
IAPP says that as many as 75,000 DPOs may be required worldwide to comply with the regulation.
Kantara Initiative is out with a new version of its user data access specs
The newest guidelines for software makers update ways for sharing personal data between individuals and through Internet of Things devices.
LiveRamp moves into B2B data with purchase of Pacific Data Partners
The acquisition of the Seattle firm means that LiveRamp’s consumer-oriented IdentityLink can now target businesses and the business identities of consumers.
Google buying IoT platform Xively from GoToMeeting parent LogMeIn
Google inserts itself into the center of the Internet of Things and a massive, emerging smart device ecosystem.
How to build a better marketing strategy using new technologies available today
Technology is transforming marketing faster than ever before. Contributor Nandini Rathi explains that without a clearly defined strategy, you won't be able to achieve big impact at scale.
TrustArc launches GDPR tool to help comply with data subject rights
The Individual Rights Manager works with TrustArc's existing data platform to help companies sift through and act on consumers' data inquiries.
All the right marketing technology for advanced TV media buying
Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media plan […]
Branch rolls out Universal Ads across mobile, web and native apps
The company also announced its membership in the Facebook MMP program today.
Beyond the AI hype: AI is here and now, and adoption is rising
Think artificial intelligence is the next big thing? Contributor Jim Yu explains it's already being widely employed and will soon be a must-have for your marketing stack.